Top UK hotel reservation revenue in 2019 revealed
Direct bookings flourish in UK for third year in a row
SiteMinder, the leading customer acquisition platform for the global hotel industry, today unveils its annual list of the distribution channels that have generated the highest booking revenue for UK hotels in 2019. Varying in 20 of the world’s leading tourism destinations, the listings reveal the rapidly growing successes of both direct booking strategies for hotels and the growth strategies of booking channel giants thirsty for consolidation of the travel industry.
In 14 of the 20 tourist destinations, including the UK, direct bookings – obtained through a hotel’s exclusive website – either climbed the previous year’s list or maintained their position in the top five spots. The sustained growth in direct bookings was also offset by Agoda in Asia, which made leaps in the EMEA region and retained its position from last year as the 5th best performing booking channel in the UK.
In the UK, the top 12 hotel booking channels in 2019, based on total gross revenue earned for SiteMinder customers, were:
- Expedia Group
- Hotel websites (direct bookings)
- Global distribution systems
- Hotel beds
- HRS – Hotel reservation service
- Hostelworld Group
- Sunhotels by WebBeds
- Mr. and Mrs. Smith
These 12 channels contributed over 89% of the total revenue achieved through all hotel booking channels for SiteMinder UK customers over the past year, highlighting how far the UK market has grown. consolidated.
Other major discoveries include:
- Direct bookings through a hotel’s exclusive website remain strong and stable in the UK, clinging to 3rd place for the third year in a row
- Sunhotels dropped from 12th to 9th place last year in the UK, proving that local hotels need to invest in the B2B market
- Lastminute.com remains attractive to spontaneous travelers, with the site ranking 12th in the UK. Therefore, hotels must be prepared to accommodate “last minute” guests throughout the year.
- The launch of Airbnb in six markets across 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 debuted in the West last year
James Bishop, Senior Director of Global Demand Partnerships at SiteMinder, said: “It is encouraging to see that direct online bookings continue to be a strong contributor to hotel revenues globally, with one hotel website remaining among the top four channels in most markets and in many cases skipping the ranks. 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 vendors supporting this appetite by adding professional services to their direct booking offerings, effectively acting as digital marketing agencies for hotels.
“In the UK, the inclusion of Lastminute.com and LateRooms.com once again this year proves spontaneous bookings are not going anywhere anytime soon. With more people than ever booking accommodation on mobile devices, hotels must be prepared to welcome guests with tight booking deadlines throughout the coming year.
“It’s important for hoteliers to know how the reservation landscape is changing and how or why guests are choosing accommodations,” Bishop said. “With political uncertainty lingering in a post-Brexit world, UK hotels should seek every opportunity to attract guests and ensure their success in 2020 and beyond. “
SiteMinder’s platform processed 105 million online hotel reservations for travelers in 2019 to bring its 35,000 hotel customers a total revenue of £ 27 billion.
This was posted in the Member News section of Bdaily by James Bishop.