A report says hotels book more value through their website than through distribution partners.
The latest news from Siteminder Hotel booking trends Research shows that the average booking per booking in 2024 is $519, compared to $320 for online travel agencies.
Siteminder said revenue per direct booking is 8.5% higher than the 2023 figure, 30% higher than the average booking of $380 earned through the global distribution system and 15% higher than the average bookings for wholesalers and travel agencies.
“You tend to find hotels that can improve choice and availability through their own direct channels,” said James Bishop, vice president and partnership for Siteminder ecosystems.
“So when someone lands on their website, they will certainly have all room types, and through other distribution channels, they may not sell their premium rooms, they can really showcase other amenities at the hotel.”
The annual report analyzed more than 125 million hotel bookings and also showed that hotels own websites remained in the top two in most countries when it comes to distribution channels.
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For example, in Ireland, Portugal and Spain, hotel websites are second only to Booking.com. Moreover, this is the location of the hotel website for more than five years.
Bishop said the strength of hotel booking sites as a distribution channel may be due to the savvy hotel operators in these areas and the availability of good technology.
He also said that it might be a home leisure hotel reservation using the Siteminder platform, which could also explain the strength of the hotel website.
In the UK and the US, hotel websites are the highest-ranking distribution channels on Booking.com, and Expedia occupies the top two positions.
The report also found 17 new distribution partners on the 2024 list, including Trip.com, Hopper and Tboholidays, who have listed the top 12 distribution sources in certain countries, or just in Beyond it.
“It is encouraging to see hotels continue to expand their distribution options and the additional distribution remains relevant,” Bishop said. “It is also great to see a stronger combination of B2B partners as well as B2C distribution.”
Further findings from the Siteminder report include the average hotel price of $200, which increased the market by 65%. It also shows that about 78% of hotels worldwide stayed for one night, while 11% stayed for three nights or more.
The report also said travelers who booked 32 days in advance fell to less than 20% on average.
