Last week, announced a new mobile app solely for last-minute hotel options, joining ranks with apps such as HotelTonight and AirBnb as they provide on-the-go consumers with a variety of travel accommodations worldwide. Expedia’s recent purchase of booking site Travelocity also points to the brand’s desire to permeate the mobile booking app space, which may be helped along by integrations with payment and log-in technologies Apple Pay and Touch ID. “New technology will make it easier to book on mobile in 2015,” said Josh Martin, director of analytics research services at Strategy Analytics, Ashburn, VA. “Apple Pay and Touch ID are two critical elements that companies must consider integrating in their apps. “Android Wear and Apple Watch support are secondary but should also be considered,” he said. “It is important to remember that mobile matters. “One important element in 2015 will be meaningful partnerships to improve branding and awareness. Knowing the apps your target audience is using will be critical to building sustainable branding exercises.” Get the full story at Mobile Commerce Daily