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Hotel Websites Increased Share of Bookings in Every Quarter in 2011
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
* 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.
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