As the model is set up, travelers needing a room on very short notice would follow the "city streams" for their destinations, and would then receive tweets touting any local offers. Because of the short-term nature of Inoqo, the offers would inherently be for distressed inventory, meaning rates could be exceptionally low.

And the travelers themselves are equally distressed, so conversion rates should be pretty solid. "Because it's 48 hours or less, it's very last-moment," says Inoqo founder Bretton Putter. "It's not a nice-to-have -they need to be somewhere in 48 hours."

Meanwhile, because these offers are short-term and sporadic, hotels can plausibly deny that they are engaging in that industry taboo of across-the-board discounting. Inoqo takes a 15% commission on bookings.

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