Within 14 of the 20 tourism destinations, direct bookings -gained via a hotel’s website- either climbed the list from the previous year or maintained their position among the top five spots. The sustained growth of the direct channel was matched only by that of Asia-headquartered Agoda, which made leaps across the EMEA region.
Other major findings included:
SiteMinder’s Senior Director of Global Demand Partnerships, James Bishop, says:
“It’s exciting to reflect on this data each year and on the trends that we see in core tourism markets around the world. The swift rise of Airbnb in many markets, for example, is evidence of the hotel industry’s openness to adopting Airbnb as a partner and the benefits they are seeing from selling an experience, not simply a room. It is also evidence that Airbnb users no longer just look for homestays and spare spaces.
“Encouragingly, direct online reservations continue to contribute strongly to hotel revenue globally, with hotel websites remaining among the top four channels in the majority of markets and, in many instances, jumping up the ranks. It is clear that hoteliers are actively seeking to drive direct bookings, through greater knowledge and innovation, as well as investments in metasearch. We are also seeing technology providers supporting this appetite by adding professional services to their direct booking offerings, effectively acting as digital marketing agencies for hotels.”
In the UK, the top 12 hotel booking channels in 2019, based on total gross revenue made for SiteMinder’s customers, were:
2. Expedia Group
3. Hotel websites (direct bookings)
4. Global distribution systems
7. HRS - Hotel Reservation Service
8. Hostelworld Group
9. Sunhotels by WebBeds
11. Mr & Mrs Smith
“It is important hoteliers are aware of how the booking landscape is changing and how their guests are choosing their accommodation,” says Bishop. “Especially as much remains unknown in a post-Brexit world, hotels within the UK should be seeking every opportunity to attract guests and ensure their success in 2020 and beyond.”
SiteMinder’s platform processed 105 million online hotel bookings for travelers in 2019 to bring its 35,000 hotel customers a total of £27 billion in revenue.