Groupon wants to entice travel enthusiasts and drive sales in one of its fastest-growing categories with the new Getaways Travel Discovery mobile application for Android devices and iPhones.

The travel app features enhanced search functions and fast access to over 25,000 discount travel deals worldwide. To drive app downloads, Groupon is offering a 20 percent discount on all flash travel deals until Nov. 14, and is encouraging consumers to enter for a chance to win a Groupon Getaways trip for two valued up to $4,000.

“Travel is our fastest-growing category and hotel is one of the most popular searched terms on Groupon,” said Nicholas Halliwell, manager of public relations at Groupon, Chicago, IL. “We have so much to offer that we wanted to have a standalone experience that users could quickly find in app stores and keep it on their mobile devices.

“This app makes it even easier for our customers to browse and book great deals with flexible search tools such as Nearby Tonight, Browseable Deals and Themes as well as search based upon Themed, Destination, Location or any combination.”

Easy searching
The app is designed to make searching easier for travelers that have a specific destination in mind and for consumers that may be looking for ideas or inspiration for future trips. Users can browse by themes such as Deals Under $99, Beaches and Outdoors, or choose an area of a map to zoom in to see a 30-mile radius of available Getaways hotels.

Consumers will be able to access exclusive travel offers, including flash sales up to 60 percent off for hotels and other packages and same-day booking for last-minute travelers.

Users can also search via Market Picks, a variety of worldwide hotels and destinations chosen by Groupon’s Getaway team based on value and quality. Each consumer that makes a reservation at a Market Pick location will receive 5 percent back in Groupon Bucks.

The launch of the Travel Discovery app is the latest part of Groupon’s steadily increasing focus on travel. The commerce company recently acquired Blink, a mobile app for booking last-minute rooms at premium hotels through Europe.

Leveraging global relationships
Groupon is attempting to redefine how small businesses interact with consumers by presenting them with customizable deals and point-of-sale solutions. The company is leveraging its local commerce partnerships to present a variety of campaigns to a global audience.

Consumers worldwide can search for the best deals for their city on Groupon Local’s Web or mobile site, use Groupon Getaways for planning vacations and shop for items such as electronics, home furnishings and clothing with Groupon Goods.

Consumers can subscribe to Groupon’s targeted email blasts, which are sent out periodically and are relevant to the individual’s chosen location.

“Having an expanded mobile travel presence will result in more people seeing our deals,” Mr. Halliwell said. “Plus, travelers use travel apps. In fact, most smartphone users have a specific folder on their phone with all of the apps they use for travel––now we’re there.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York