HotelTonight is a hotel booking app that was launched in January $2011.$ It differentiates itself from its larger competitors like Expedia and Priceline.com by focusing on last$-$minute hotel deals $($no cruise bookings$)$ and is a mobile$-$only platform. The concept is relatively simple: someone wants to book a hotel at the last minute, which means up to seven days from the time of booking. HotelTonight partners with certain hotels that offer unsold rooms at the last minute for cheaper rates. The app allows consumers to see where the hotels are located and how the app classifies them: luxe, solid, hip, basic, charming, crashpad, and high roller. The app has a high growth rate and its CEO Sam Shank plans on taking the company public in late $2017.$