Hoteliers Say Growing Direct Bookings, Online Presence Is No. 1 Priority This Year

A new report from SiteMinder found that the ability to grow direct bookings and online presence is the top business focus for hotels this year. The finding, documented in SiteMinder's Global Hotel Business Index 2017, is based on more than 2,100 survey responses from hoteliers at both independent properties and hotel groups around the world.

According to the report, the ability to increase direct bookings and grow online presence is a higher business priority for hoteliers than mobile bookings or personalization to enhance the guest experience. The paradox, SiteMinder says, is that in spite of 95 percent of respondents ranking ‘driving guests to book direct’ as a challenge, only 37 percent nominated ‘exploring new hotel technology and systems’ as a high priority for their hotel business. These results are evidence of the desire among hotels to maximize online channels and grow their business, but also the contradictory hesitation among them to try new technology that can support that effort.
 
During the 12 months ending June 2016, hotel customers of SiteMinder generated US$16 billion in revenue using the company’s cloud-based booking and distribution technology – a 116 percent rise from the same period two years prior. Of the US$16 billion, US$1.05 billion was made through SiteMinder’s direct booking engine, TheBookingButton, to represent a 43 percent year-on-year increase. This data demonstrates an unprecedented rise in online bookings – both direct and via third party channels.
 
SiteMinder’s Global Hotel Business Index also examines what keeps hoteliers passionate everyday, how closely they watch their competition, and the industry trends they believe will accelerate in the next 10 years. Download the report at here.