SiteMinder Reveals Five Steps To Resetting Hotel Reservation



A new report from SiteMinder, the global hospitality industry’s leading customer acquisition platform, reveals five milestones await nearly one million accommodation providers globally until their reservation cycle returns to another normal. From boom to privilege: the new realities of a hotel industry in need of renewal is SiteMinder’s six-month study of the latest traveler behaviors and preferences, which concludes that the Five Steps to Resetting Hotel Reservation are national acceleration, capping, flow, adoption and international acceleration.

According to the Five Stages, the hotel industry around the world recently entered Stage 3 of the flow after hotel bookings peaked between 50% and 55% of 2019 levels for 12 straight weeks. They fell to less than 50% yoy on September 27 and currently stand at 49.66% yoy.

SiteMinder study draws on real-time booking data from 35,000 SiteMinder hotels Global Hotel Index; survey responses from over 5,000 travelers in Australia, France, Germany, Italy, Mexico, Spain, Thailand, UK and US; and hotel interviews. It comes six months after SiteMinder saw global hotel bookings drop below 9% of 2019 levels in April – their lowest point in recent history.

“The question everyone traveling has asked themselves this year is whether the industry will ever come back completely to what it was, and we now know it will be in some ways, but in many ways. ‘in other respects it will be different, perhaps permanently “, says Mike Ford, Managing Director of SiteMinder. “Our study documents the journey we have all taken so far and the journey we all take now, whether we realize it or not.”

SiteMinder’s report outlines the biggest travel trends that have emerged this year, including the dominance of last-minute bookings and the growing divide between urban areas and less populated coastal or regional towns that SiteMinder first reported. in May. Other macroeconomic trends include the shortening of travel times and the demand for more flexibility with the ranking of ‘free reservation cancellation / change’ as the most important factor for almost a third of travelers when choosing of their accommodation.

“We live in a democratic economy with no control over travel and accommodation providers and travelers. COVID-19 has been the ultimate equalizer ”, Mr. Ford said. “For now, travel is no longer a booming industry of endless travel that we can take for granted. Travel is once again a privilege, which means that the future of every hotel is that of more demanding customers and shorter deadlines. seasonality is over. “

The SiteMinder study reveals that while the current pandemic has negatively affected the financial situation of more than three in four travelers, either ‘a lot’ Where ‘somewhat’, over 85% say they will likely make their next domestic trip before the end of 2021.

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