Source: BDRC

BDRC's 2017 Hotel Guest Survey (HGS) results show the impact of hotels brands' "Guest Loyalty" rates on booking platform trends.

The data demonstrates that OTAs continue to sustain their share levels while direct booking has recovered somewhat, mostly at the expense of review sites and other channels. The degradation of the hotel review site platform share (i.e. TripAdvisor) towards the end of 2017 appears to have been shared by OTAs and brands.

In Q2 of 2016, at the height of "Book Direct" campaigns coordinated by some of the leading hotel groups, brands did see a small shift of leisure travelers to the direct channel and a shift away from OTAs. "Looking at our Hotel Guest Survey results, these 'book direct' campaigns did have an impact in Q2-16, but OTA market share was back at previous levels by Q3-17", commented Matthew Petrie, President of BDRC Americas.

Comparing booking platform data trends from Q3 of 2015 through Q3 of 2017 suggests that there's been no material shift in direct bookings: both brands and OTAs are seeing roughly the same booking share percentages that they were in Q3 2015.

The BDRC Hotel Guest Surveys are conducted in 25 leading travel origination markets worldwide, based on nationally representative samples of business and leisure chain hotel guests.

BDRC, part of the BVA Group, is one of the top providers of insight to the hospitality, meetings and tourism sectors.

Founded in 1991 and headquartered in London, BDRC is a multi-award winning international consumer insight consultancy, conducting research in over 90 countries, with annual revenues of more than £25m and 170 staff. BDRC's businesses cover the full range of research services, from data collection through to consultancy. Common to all is the mission to deliver clear insights that place the customer at the heart of our clients' strategic decisions.

In May 2018 BDRC became a member of the BVA Group. Paris-based BVA is a fast-growing challenger in the Consulting & Market Research global landscape, operating in 50 countries with more than 800 staff. With worldwide turnover of €190m, the Paris-based BVA Group also has offices in eleven global centers: New York, Chicago, London, Shanghai, Hong Kong, Frankfurt, Hamburg, Milan, Rome, Singapore and Geneva.

BDRC in the UK consists of leading full service market research agency BDRC, mystery shopping and store observation agency ESA Retail, digital research agency Alligator, operations business Perspective Research Services and Viewpoint, the qualitative recruitment specialist. BDRC has an international network of offices in Washington DC, Singapore, Jakarta, Sydney, Beijing and Cape Town.