Joe Megibow, VP and General Manager at Expedia, who spoke with GigaOM at the Mobile Future Forward event in Seattle, on Monday, said that 60 percent of Expedia’s mobile hotel bookings are for stays for that night. The number jumps to 80 percent for its Hotwire property. This data changes how Expedia develops its mobile app. For example when you open it, the app assumes you are searching for a hotel in the location you are currently in and delivers tonight’s rates and availability on the first screen. But it also changes the way Expedia can interact with customers. “Factor in the idea that you now have this connected computer in your hand that knows I am on a trip, who I am, where I am and the possibilities for services are huge,” Megibow says. Instead of being passive, a mobile experience can be predictive and proactive, reacting to the context provided by knowledge of the itinerary and the phone. When you check into the app from Denver, when you are supposed to be in Phoenix, it might trigger the app to offer to rebook a flight or adjust your hotel on your behalf. It also could be a way to get rid of inventory at the last minute. There’s the hotel bookings for the night of, but there are also opportunities to serve a user if their plans change suddenly because of weather for example. If someone is on vacation in Orlando, Fla. and it rains, it might be the perfect time to send them a coupon for an indoor activity. The customer would appreciate an alternative and the vendor might appreciate a lead it otherwise might have missed. Get the full story at GigaOM