Industry News Premier Construction Premier Hospitality

ByHours Consolidates Microstay Proposition With Brand Re positioning

ByHours Consolidates Microstay Proposition With Brand Re positioning
Written by Amy





 BYHOURS, the hotel booking platform which allows users to book rooms in city centres and travel hotspots for stays as short as just 3 hours (in addition to 6 or 12) in more than 2,500 hotels throughout Europe, Latin America and the Middle East, has unveiled a new brand identity and launched a newly designed APP as part of a brand repositioning. The repositioning aims to consolidate the brand’s microstay booking proposition, more clearly differentiating it from platforms offering hotel rooms for the day and augmenting the full lifestyle potential of microstays for users with a new APP offering faster and more intuitive booking technology. Launched in 2012, BYHOURS’ innovative ‘by the hour’ hotel room booking model invented the microstay concept as a way for hoteliers to seriously increase their occupancy rate (both day and night) and for consumers to make smart, spontaneous use of well-equipped, 3, 4 or 5* hotel rooms in key locations.

BYHOURS’ repositioning also represents the brand’s continued commercial confidence in the microstay market – both in terms of consumer demand and its efficacy for hoteliers in increasing RevPAR and booking revenue. The brand’s microstay booking platform has grown exponentially since its launch five years ago and is now available in 50 countries and has driven upwards of 200,000 transactions with business travellers largely driving demand. With a buoyant microstay market and its brand reposition, BYHOURS aims to add 600 new UK hotel properties to its platform by the end of 2018.

Some of the world’s leading hotel properties are available to book for microstays on the platform including London’s 5* Threadneedles Marriott Autograph Collection Hotel, Barcelona’s 5* Hotel W and 5* Hotel Barceló Emperatriz and Milan’s 5* Hotel Château Monfort along with hotel groups including Silken, Accor, Starwood, Vincci and Barceló…among others, with consumers able to save around 75 percent on the standard room price. Hoteliers using the BYHOURS platform can look to gain as much as an additional £200,000 annually in booking revenues, through reselling their rooms several times everyday in packages of 3, 6 and 12 hours.

The brand repositioning comes shortly after the platform’s June launches in both Latin America and the Middle East.

New brand identity with a singleminded microstay message


 New brand identity with a singleminded microstay message





As part of the repositioning BYHOURS has unveiled a new brand identity designed to specifically and clearly reflect its microstay booking focus. Its logo has changed from an agility and speed-referencing kangeroo to a simple full caps brand name with a cleverly visualised microstay pictogram within the text. The pictogram embeds microstays within the BYHOURS brand name, bringing together a clockface and a location marker representing GPS-idenfitied hotels on the BYHOURS platform. The BYHOURS name is now written in full caps to communicate its leadership within the microstay market and its singleminded, determined brand focus. The new brand identity will be cascaded across BYHOURS’ desktop platform and new APP.

 The new BYHOURS brand identity will be cascaded across its desktop site and new APP

  Newly designed APP, with technology to bring the microstay proposition alive

Consumers will be able to experience BYHOURS’ renewed commitment to microstays by using the brand’s newly designed APP. The new APP delivers a faster, easier and smarter search and booking experience for consumers in order to facilitate the shortest of hotel stays, whenever they want them and wherever they are. Key microstay-ready features of the new APP include:

Newly designed APP, with technology to bring the microstay proposition alive








NEW API – Powerful new technology behind BYHOURS’ latest APP build means faster more intuitive searches for consumers who want everything right now

UPDATED SEARCH – A search function which is all about convenience. Autocomplete quickly uncovers hotel names and users are given personalised stay suggestions and repeat search options

USER ZONE – Users are able to access their profile quickly and easily using social media log-ins. They can also manage their bookings within a new, dedicated user area

USER PERSONALISATION – Intelligent technology means users can experience a home page tailored to their profile, including information about current bookings, repeat booking suggestions, hotel favourites and bespoke promotions. The APP’s language and currency can also be tailored, regardless of the handset’s language

FAVOURITE HOTEL – Users are able to access their favourite or most used hotel quickly and easily

SWIPEABLE SEARCH – Hotels appearing close by through location technology can be conveniently reviewed using a new swipeable search function

NEW MAP – A new smart map allows users to see all BYHOURS hotels nearby on one screen
















The newly designed BYHOURS APP

 To download the new BYHOURS app please visit:

Guillermo Gaspart, BYHOURS Founder and Chairman said of the brand repositioning; “After five years of strong and growing demand we are convinced the microstay market is not a temporary trend (it was cited as a new trend in the 2013 WTM Global Trends Report[1]), it is a growing sector for the hotelier market. Our brand repositioning reflects this confidence and makes clear our unique and original proposition – microstays in some of the world’s best and most convenient hotels.

 “Our ambition is that BYHOURS begins to be recognised as a must-have travel and lifestyle tool. There is a clear need amongst business travellers (who wouldn’t prefer a comfortable, well equipped hotel room over Starbucks) and as consumers get better at using technology to shape and improve both their personal and working lives, we believe it will deliver a valuable experience. It isn’t just about using a hotel room for some downtime or to grab a shower. Some of the bookable properties are representative of the world’s best hotels and all their services and facilities are available for microstay users.

 “With our more singleminded brand image and user-friendly APP we aim to strengthen our position further in our most important European markets (notably the UK, Germany, France, Italy and Spain) and build our presence further afield. We also have some exciting plans, to offer even greater booking flexibility for users in the future. For the UK, we have a target to boost our hotel offer by an additional 600 over the next year – focusing not just on London hotel partners but on new partners in the UK’s major cities as a whole.”

BYHOURS key business facts and figures:

The only international hotel booking app which offers rooms by the hour and allows you to choose check-in time and length of stay

– More than 2,500 hotels are now available to book for microstays on the platform

– Operates in Europe, Latin America and the Middle East

– Available in over 50 countries and more than 600 cities

– Most important markets – Europe and specifically Germany, UK, France, Italy and Spain

– Widest hotel selection available in Barcelona, Madrid, Milan, Paris, Berlin, Rome, London, Frankfurt, Bogotá, Panama City, Dubai and Buenos Aires

– Most recent market additions – Latin America and the Middle East, launched in June 2017

– The platform has processed over 200k transactions

– Hotels using the platform have the potential to increase their yearly revenue by £200k

– Mainly used by international business travellers

– Customers can typically save 75 percent on the cost of a hotel room

BYHOURS’ presence in the UK market:

– 95 hotels in London can be booked for BYHOURS microstays

– There are currently 130 hotels in the UK available to book on the BYHOURS booking platform

– Current UK BYHOURS hotel partners include:

London’s 5* Threadneedles Marriott Autograph Collection Hotel:

The 5* Alexander Hotel group:

4* Hyatt Place London Heathrow:

The 4* Best Western Hotel group:

UK hotel groups working with the platform include Accor, Starwood and Titanic

– Ambition to add 600 new UK hotels to the platform by the end of 2018

– 66 percent of UK BYHOURS bookings are to use hotels in the user’s home city. 34 percent of UK BYHOURS bookings are to use hotels in a different city to the user’s home city


About the author


Leave a Comment