SiteMinder’s Top 12 Hotel Booking Revenue Drivers of 2021 Reveal Now More Holistic Business Strategies
SiteMinder, the world’s leading open hotel commerce platform, today unveiled lists of the distribution channels that generated the highest booking revenue for hotels over the past year, in more than 20 of the world’s leading tourist destinations. most popular in the world.
The listings reveal that a more holistic e-commerce strategy, comprised of both new and established methods, is being adopted by hospitality businesses to reach new customers and generate revenue. This holistic commerce strategy consists of a better balance between direct and indirect revenue streams, with direct bookings now being one of the top two revenue drivers in more than half (12) of global markets, up from five last year. last and two in 2019. through increased investment in booking engines, hotel websites, metasearch, frictionless payments, hotel consultant support, and specialized apps built for conversion.
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. Additionally, the listings increasingly include Airbnb, which has grown in 12 markets and is debuting in three, though the chain was made available to traditional hospitality businesses only four years ago.
Other major findings supporting greater adoption of a holistic hotel business strategy include:
- The continued relevance of regional channels, especially in places where international travel is steadily shrinking. Channels such as AsiaYo and ezTravel in Asia, Hero Travel in Australia, Kurzurlaub in Austria, Tiket.com in the Philippines, SafariNow.com in South Africa and Off Peak Luxury in the UK are all new additions to SiteMinder’s listings. This year. In Indonesia, Traveloka achieved a breakthrough performance at the top of the list of revenue-generating channels for local hotels, after rising to second place in 2020.
- The continued importance of wholesalers to many accommodation providers, with Bedbank Hotelbeds again among the top 12 in every destination reviewed – and Sunhotels by WebBeds a newcomer to SiteMinder’s Austrian and Thai lists.
- The consistent performance of global distribution systems, which gained two or more positions in seven markets – Asia, Canada, Mexico, Middle East, Netherlands, Philippines and Thailand.
“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 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,” says Senior Director of SiteMinder’s Global Ecosystem, James Bishop.
“More clearly, the increase in direct bookings reflects the increased investment we’ve seen among hotels in their websites, including their booking engines and payment options, and the specialized conversion tools they connect to, as well as their metasearch strategies and local hospitality consultant Support.Meanwhile, a cohort of newcomers from 29 channels shows the openness of hospitality businesses to using a broader multi-channel approach as a way to connect with more customer segments. specialized or more difficult to reach.”
“Airbnb’s popularity comes as no surprise. As many travelers continue to seek lodging options that allow work and travel to meet seamlessly, hotel distribution channels for longer stays and working customers will continue to perform well.
Click here to view the top 12 lists of all travel destinations in the world and traveler 2022 information from major distribution channel providers.
SiteMinder Limited (ASX:SDR) is the world’s first open hotel commerce platform, ranked among the technology pioneers to open every hotel’s access to online commerce. It’s this central role that has earned SiteMinder the trust of tens of thousands of hotels, in 150 countries, to sell, market, manage and grow their business. The global company, headquartered in Sydney with offices in Bangkok, Berlin, Dallas, Galway, London and Manila, has generated more than 100 million bookings worth more than $35 billion in revenue for hotels in the last year before the start of the pandemic. For more information, visit siteminder.com.
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