SiteMinder’s Top 12 Hotel Booking Revenue Drivers in 2021 Reveal Thailand Business Strategies

The listing for Thailand – in line with global trends – reveals a more holistic e-commerce strategy, comprised of both new and established methods, adopted by hospitality businesses to reach new customers and generate revenue.

BANGKOK, THAILAND – SiteMinder unveiled the lists of distribution channels that over the past year have brought the highest booking revenue to hotels in Thailand and more than 20 other of the world’s most popular tourist destinations.

The listing for Thailand – in line with global trends – reveals a more holistic e-commerce strategy, comprised of both new and established methods, adopted by hospitality businesses to reach new customers and generate revenue. This holistic business strategy consists of a better balance between direct and indirect revenue streams, with direct bookings maintaining the third position in Thailand – for the second consecutive year – thanks to increased investments in booking engines, hotels, metasearch, frictionless payments, hotel consultant support and specialized apps designed for conversion. Globally, direct bookings now rank among the top two revenue drivers in more than half (12) of all markets.

This year’s lists also feature 29 new distribution channels, reflecting hotels’ current readiness to embrace new revenue streams in their pursuit of new guests. In Thailand, Sunhotels by WebBeds and DidaTravel debuted in the Top 12.

Other major findings supporting greater adoption of a holistic hotel business strategy are included.

The continued relevance of regional channels, especially in places where international travel is steadily shrinking. Channels such as AsiaYo and ezTravel in Asia are newcomers to SiteMinder’s listings this year. In Thailand, Traveloka has grown in popularity, while appearances from Trip.com and DidaTravel highlight the continued importance of
Chinese travelers in Asian markets.

The continued importance of wholesalers to many accommodation providers, with leading bedbank Hotelbeds again among the Top 12 in Thailand and in every destination reviewed. Sunhotels by WebBeds was also a newcomer to SiteMinder’s Thai listing.

The consistent performance of global distribution systems, which rose two or more positions in Thailand and six other markets: Asia, Canada, Mexico, the Middle East, the Netherlands and the Philippines.

“We are living in a new era of hotel clientele, dominated by what we have identified as the “dynamic traveler” who has evolved booking behaviors and preferences. Our data highlights the willingness of hoteliers to adopt both new and established methods to attract these customers, as they pursue a more holistic hotel commerce strategy to sell, market, manage and grow their business,” said SiteMinderSenior Director of Global Ecosystem, James Bishop.

Bradley Haines, SiteMinder Regional Vice President for Asia-Pacific, adds: “As the hotel environment continues to evolve, it is pleasing to see hoteliers across Thailand adopting a wider range of channels, both direct and indirect, to attract new guests.

“Over the past year, alongside the continued success of direct bookings, regional chains and wholesalers, we have also seen the strengthening performance of Mr & Mrs Smith, which has risen from twelfth as a newcomer in 2020 to ninth position over the past year, reflecting the continued attempts by local businesses to attract affluent and able travelers to commit to longer lengths of stay.As market conditions change, it is critical that hoteliers continuously analyze and evaluate their e-commerce strategies and ensure they are informed about which distribution channels are proving most effective in securing bookings and revenue for local businesses.

In Thailand, the top 12 hotel booking channels in 2021, based on total gross revenue earned for all SiteMinder platform users, were:

1. Booking.com
2. Agoda
3. Hotel websites (direct bookings)
4. Expedia Group
5. Hotel beds
6. Voyageoka
7.Trip.com
8. Global Distribution Systems
9. Mr. and Mrs. Smith
10. WebBeds – World Destinations
11. WebBeds – Sunhotels
12. Dida Travel

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