Transient Travelers Book More Hotels Online in the Q2 Transient (individual leisure and business) travelers are continuing to book more hotel accommodations online, including via online travel agents (OTAs) and hotel websites, according to the TravelClick North American Distribution Review (NADR). The OTA channel saw an 11.7 percent booking increase in the second quarter of 2012, compared with the year-ago period. Hotel company-branded websites, GDSs, and direct bookings via calls made directly to hotels and walk-ins also increased year-over-year by 8.1 percent, 5.7 percent, and 4.4 percent, respectively. Only calls to hotels’ toll-free numbers saw a decline in bookings in the second quarter. Bookings through that channel shrunk by 4.3 percent from a year ago. Despite the growth in OTA hotel bookings, the actual proportion of bookings through that channel compared with other channels was near the bottom, at 13.3 percent. Hotel company websites took 32.5 percent of bookings in the second quarter, followed by direct hotel bookings (25.1 percent), bookings via toll-free numbers (16.9 percent) and OTAs. GDS hotel bookings came in last, with 12.2 percent of the share. In other NADR findings, average daily rates (ADR) in the second quarter across all channels grew 3.4 percent compared to last year. The OTA channel saw the highest ADR growth at 9.8 percent. ADRs for bookings via toll-free numbers increase 3.7 percent, while ADRs for direct hotel bookings, GDS and Brand increase by 3.2 percent, 2.6 percent and 2.3 percent, respectively. rentavillas
Posted on: Wed, 14 Aug 2013 15:13:03 +0000
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