Booking.com tops SiteMinder 2019 ranking of hotel reservation revenue generators in Asia
SiteMinder named Booking.com, Agoda and Expedia Group as Asia’s top performing hotel distribution channels in its 2019 ranking, which tracks the performance of 20 of the world’s top tourist destinations.
The other top 12 hotel booking channels in 2019 for Asia, based on total gross revenue earned for SiteMinder customers, are: HotelsCombined and Tiket.com.
The rankings reveal the rapidly growing successes of direct booking strategies for hotels and growth strategies of thirsty consolidation giants of the travel industry.
In 14 of the 20 tourist destinations, direct bookings obtained through a hotel’s website either climbed the list from the previous year or maintained their position in the top five spots. The sustained growth of the direct channel was only matched by that of Agoda, headquartered in Asia, which has made leaps in the EMEA region.
Other major discoveries include:
• The launch of Airbnb in six markets in Europe, Africa and the Americas, less than two years after launching its first global hotel technology partnership with SiteMinder to support traditional hotel providers.
• The addition of Trip.com in another European market, Italy, alongside France, where the Chinese powerhouse made its debut in the West last year.
• The appearance of the WebBeds JacTravel, totalstay, Destinations of the World and Sunhotels brands in half of this year’s top 12 lists.
• The return of Flight Center Travel Group, headquartered in Australia, to the top 12 in the country after four years. The company’s diversification and acquisition strategy over the past few years is proving to be having a strong impact in the molten world of travel management, having also first appeared on the list in South Africa.
• The launch of Lastminute.com in two EMEA markets, proving the continued increase in spontaneous decision making among today’s consumers.
James Bishop, Senior Director of Global Demand Partnerships at SiteMinder, said: “It’s exciting to reflect on this data each year and the trends we see in major tourism markets around the world. The rapid rise of Airbnb in many markets, for example, is proof of the hospitality industry’s openness to adopting Airbnb as a partner and the benefits it derives from selling an experience, not just a bedroom. It’s also proof that Airbnb users are no longer just looking for guest rooms and open spaces.
“It is encouraging to see that direct online bookings continue to be a strong contributor to hotel revenues globally, with hotel websites remaining in the top four channels in the majority of markets and, in many cases, climbing. in the ranks. It is clear that hoteliers are actively seeking to generate direct bookings, through greater knowledge and innovation, as well as investments in meta-research.
“We are also seeing technology providers supporting this appetite by adding professional services to their direct booking offerings, effectively acting as digital marketing agencies for hotels. “
Commenting on the Asia list, Brad Haines, Regional Vice President – Asia-Pacific at SiteMinder, said: Value Chinese travelers have had on Asian economies.