Who’s Really Winning the Direct Booking Wars Between Hotels and Online Travel Agencies?
Arguments can be made for a number of sides, but the truth is there’s no true winner or loser here, if we’re being totally honest.
So, who is winning the so-called direct booking wars? Is it the hotels? Is it the online travel agencies? Is it Google? Is it the consumer?
Back in November 2017, a little more than a year after many of the major U.S. hotel companies launched their respective direct booking pushes, a report from Kalibri Labs suggested that the hotels were, indeed, winning.
Compiling data from its database of more than 25,000 hotels in the U.S., including validated costs and daily transactions directly sourced from the hotels' systems, Kalibri Labs found that there was indeed a shift in consumer behavior toward brand.com sites versus online travel agencies such as Booking.com or Expedia. More consumers than ever before chose to book direct versus booking on a third-party site.
Not only did the direct booking campaigns encourage consumers to book direct, but the Kalibri study also found that these campaigns were more beneficial for hotel owners than previously assumed. The hotels' direct-booking campaigns — even by offering discounted rates to consumers — were actually generating more revenue for hotel owners than the online travel agencies were.