SiteMinder, the Galway-based guest acquisition platform, thas published its annual lists of the channels that brought the highest total booking revenue to hotels in Ireland and other top travel destinations around the world in 2018.
Based on total gross revenue made for SiteMinder’s hotel customers in Ireland, the top 12 booking channels in 2018 were:
1.Booking.com, 2.Hotel websites (direct bookings) 3.Expedia,4.Hotelbeds (incl. GTA + Tourico), 5.Global distribution systems 6.HRS - Hotel Reservation Service 7.Hostelworld Group, 8.Roomex, 9.Lastminute.com, 10.Agoda,
Varying from direct hotel websites to a new host of third-party channels, the diversity of the lists this year reflects a rise in consumer choice that is forcing hotels to compete for business on more booking channels than ever before.
Speaking on the lists, SiteMinder’s managing director, Mike Ford, says the increased diversity is also indicative of a booking landscape that has exploded in recent years and is showing no signs of slowing. According to Euromonitor International, global online hotel sales have surpassed US$264 billion to represent over 170% growth in the last decade, including over 13% over the past year, alone.
“This year we found almost 20 instances of booking channels making a first-time appearance in our lists. So, while the more popular brands continue to dominate, we are seeing a broader range of players emerging. This trend reflects not only the ever-growing list of options now available to travellers booking their stay, but the subsequent need for hotels to be on more booking channels than ever to keep up with today’s endless paths-to-purchase,” says Mr Ford.
“The number of trips taken to Ireland reached 10.8 million last year, a rise of 34% from 10 years ago. While this growth presents opportunity, the sheer volume also presents hotels with the challenge of acquiring business from a changing mix of potential guests,” says Ruairi Conroy, Managing Director - EMEA at SiteMinder. “Our list shows which channels secured the highest total sales for the country’s hotel economy. This year, we see the hotel website channel jump from the third spot to second, which perhaps signals the impact of the recent hotel-chain-led direct booking campaigns to consumers. Indeed, the contribution of direct bookings to total online hotel sales in Ireland has increased to 50% in the last decade, and is predicted to grow to 57% by 2023, so the hotel website channel is one to watch.”
SiteMinder’s platform processed over 87 million online bookings in 2018 – a rate of 166 per minute. The bookings totalled US$28.7 billion (€25.6 billion) in revenue for its 30,000 hotel customers globally.