Hotel Websites Increased Share of Bookings in Every Quarter in 2011 Among Individual Business and Leisure Travelers
In 2011, room nights booked through hotel websites grew consistently in each quarter, growing 6.8 percent in the fourth quarter compared to the same time in 2010, according to data from the Fourth Quarter 2011 TravelClick North American Distribution Review (NADR), which aggregates hotel bookings by channel for the transient travel segment (individual leisure and business travelers).
NEW YORK -- In 2011, room nights booked through hotel websites grew consistently in each quarter, growing 6.8 percent in the fourth quarter compared to the same time in 2010, according to data from the Fourth Quarter 2011 TravelClick North American Distribution Review (NADR), which aggregates hotel bookings by channel for the transient travel segment (individual leisure and business travelers).
In the fourth quarter, other distribution channels experiencing growth in the transient segment include: online travel agencies (OTAs), like Expedia and Hotels.com, and global distribution systems (GDS) used by travel agents, up 5.7 percent and 2.8 percent respectively.
Overall in the transient segment, the OTAs accounted for 11.4 percent of all hotel rooms booked for the fourth quarter; GDS accounted for 19.3 percent; hotel websites (brand.com) accounted for 26.5 percent; direct bookings accounted for 25.0 percent; and voice, or 1-800 numbers, accounted for 16.7 percent.
"As rates and occupancies begin to increase throughout all travel segments – group, business and leisure – managing rates and inventory to ensure that hotels are leveraging the right channels at the right time is critical to maximizing revenue opportunities," said Tim Hart, executive vice president, enterprise services for TravelClick. "While a hotel's website continues to drive more and more bookings for hotels, it is important to recognize that different channels cater to different types of customers, and having an appropriately diversified and optimal mix will drive improved revenue and profit outcomes."
During the 2011 calendar year, average daily rates (ADR) for the transient segment increased across all channels, up 3.8 percent compared to 2010, with rates for the OTA channel growing 9.8 percent and hotel websites up 3.5 percent. For the fourth quarter specifically, ADR in the transient segment increased across all channels, up 3.7 percent, with rates for the OTA channel growing 9.3 percent and Brand.com up 2.5 percent compared to 2010.
| 2011 North America Hotel Industry Channel Contribution (Transient % Share of Room Nights) | ||||||
| Channel | Q1 2011 | Q2 2011 | Q3 2011 | Q4 2011 | Full Year 2011 | Q1 2012 * |
| Brand.com (web) | 24.3% | 25.2% | 25.4% | 26.5% | 25.4% | 31.1% |
| Voice (800#) | 16.3% | 16.8% | 17.2% | 16.7% | 16.8% | 16.6% |
| Direct | 27.1% | 26.0% | 26.1% | 25.0% | 26.1% | 27.8% |
| GDS | 21.4% | 19.5% | 18.0% | 19.3% | 19.5% | 16.6% |
| OTA | 10.1% | 11.7% | 12.4% | 11.4% | 11.4% | 7.9% |
| * Based on bookings as of 01 Jan 2012 | ||||||
The data was compiled by TravelClick® (www.travelclick.com), the leader in hotel reservations, ecommerce and business intelligence solutions. TravelClick's business intelligence division provides comprehensive, forward-looking market intelligence to the global travel industry.
TravelClick (www.TravelClick.com) is the leading provider of revenue generating solutions for hoteliers across the globe. TravelClick offers hotels world-class reservation solutions, business intelligence products and comprehensive media and marketing solutions to help hotels grow their business. With local experts around the globe, we help more than 30,000 hotel clients in over 140 countries drive profitable room reservations through better revenue management decisions, proven reservation technology and innovative marketing. Since 1999, TravelClick has helped hotels leverage the web to effectively navigate the complex global distribution landscape. TravelClick has offices in New York, Atlanta, Chicago, Barcelona, London, Dubai, Hong Kong, Houston, Melbourne, Orlando, Shanghai, Singapore and Tokyo. Follow us on www.twitter.com/TravelClick and www.facebook.com/TravelClick.
The TravelClick North American Distribution Review is a quarterly report that focuses on demand performance of booking channels, segments of hotels and loyalty programs. The report is based on reservation and committed group sales data by hotel companies participating in TravelClick's MarketVision Demand Position product. The data is collected in 25 major North American markets, representing 202 million annual room nights and $27 billion in annual room revenue. TravelClick is the only business intelligence provider that provides comprehensive forward-looking data, based on real bookings, to hoteliers around the globe.