Hotels in many markets around the globe saw growth in the share of bookings coming through their direct channels during 2020.
According to SiteMinder data based on gross revenue sources for all users of its platform across more than 20 of the world's top destinations, hotel websites maintained their top-five position in all destinations over the full year 2020.
Since April, as the overall number of bookings dropped due to COVID-19, hotel website share rose in more than a third of destinations analyzed, reaching number two in markets including Germany, France, New Zealand, Italy and the United Kingdom.
“Domestic leisure tourism took an upturn, and the direct channel has been attracting a lot of that particular type of business,” says James Bishop, SiteMinder’s senior director of global demand partnerships.
“That’s good for hotels because it’s seen as a very high value channel … and hopefully hotels can learn some lessons from that in terms of how they can continue to drive that share of direct reservations through this year and into future years.”
In Asia, the top 12 hotel booking channels in 2020, based on total gross revenue made for SiteMinder’s customers, were:
1. Booking.com
2. Agoda
3. Expedia Group
4. Hotel websites (direct bookings)
5. Hotelbeds
6. Traveloka
7. Trip.com
8. HotelsCombined
9. Goibibo & MakeMyTrip
10. Tiket.com
11. Global distribution systems
12. Mr & Mrs Smith
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