To usher in 2015, Tim Ratliff booked a four-star hotel in Boston for half its typical price. He did not, however, know which one it was.
Mr. Ratliff, an air traffic controller from Ann Arbor, Mich., paid in full for a three-night stay at an unspecified hotel, advertised as having Frette bathrobes, an indoor pool, a private balcony off his suite and proximity to Boston Common. He bought it through Jetsetter, a travel site that sells so-called secret stays at high-end hotels, introduced with clues about their location, amenities and design.
While blind bookings have been around since the late 1990s — when Priceline pioneered them by encouraging consumers to “name your own price” — Jetsetter is among a growing number of sites that have focused exclusively on high-end properties.
With sales that include tantalizing hints about the mystery venues, consumers are increasingly willing to take what they see as a limited risk in return for a lower price.
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“People now have better access to information about properties,” Mr. Caine said. “And they’re very comfortable with taking on a little bit of uncertainty about where they’re staying if it comes with value or a discount.”
In the face of increasing interest, some hotel companies have sought to cut out the middleman altogether. Starwood Hotels began its own flash-sale site, SPG Hot Escapes, in 2013. Each Wednesday, it lists discounted rates for stays within the next six weeks. “Guests like the urgency of booking,” said Maire Griffin, a spokeswoman for Starwood.
The spontaneous booking behavior that flourished during the recession has become the norm, said Mr. Vernhes of Tablet.
Mr. Murphy, of Jetsetter, agreed, saying: “Travelers are more curious and willing to take leaps, and see it as part of the adventure. Everybody wants a unique story that nobody has.”
