The ranking drawn up by SiteMinder, on the most profitable hotel booking channels of 2020, shows the changes in behavior and new travel preferences dictated by the pandemic. In particular: direct bookings through hotel websites and non-organised trips are growing; Local and regional distribution channels are strengthened due to international travel restrictions.
The analysis takes into account the health emergency which, which exploded in the first months of 2020, affected the entire year, and is based on hotel bookings from global customers of SiteMinder. The ranking, published annually, took into consideration 20 between destinations most visited in the world and was drawn up in reference to 2020 and considering April as the month in which bookings restarted (with the ongoing lockdown in many countries, April is considered the month in which bookings "restarted", especially for summer 2020).
Among the new features worth mentioning: 32 new booking channels made their first appearance in the rankings while 20 channels gained at least two positions compared to the previous year. The ranking highlighted sustained growth in direct hotel bookings; the explosion of unorganized travel; strengthening local and regional distribution channels (due to international travel restrictions). In the ranking, the position of the channel relating to direct bookings through hotel websites increased by a third for destinations taken into consideration, including Italy where this channel ranked second in the period April-December 2020.
Other data and trends that emerged:
- The growing popularity of Airbnb as a booking channel. In fact, in Italy it debuted among the top 12 positions in the 2020 ranking (compared to the total absence of the previous year) and also in eight others destinations made his first entry into the chart. He also topped the rankings in five destinations during 2020 and improved its position in the annual ranking in 10 countries (including Italy).
- The explosion of unorganized travel, spurred by unexpected and sudden changes in travel restrictions. In fact, sites like With e HotelTonight are among the top 12 in nine countries, Italy included.
- The constant relevance of wholesalers such as Hotelbeds, in the top places of the ranking for each destination, including Italy, during the entire year and especially in the period April-December 2020.
- Strengthening local and regional booking channels as a result of international travel restrictions. In fact, throughout 2020, they were the two dominant channels, positioning themselves in the middle of the table, especially from the moment bookings resumed.
Taking into consideration the overall gross turnover generated by SiteMinder customers, in the ranking of the 12 most profitable booking channels in Italy in 2020 we find:
Contents
DURING THE ENTIRE YEAR 2020
- Booking.com
- Expedia Group
- Hotel websites (direct bookings)
- Hotelbeds
- Agoda
- Global distribution systems
- HRS – Hotel Reservation Service
- Hostelworld Group
- WebBeds – Sunhotels
- Jet2holidays
- airbnb
- Mr & Mrs Smith
From April to December 2020
- Booking.com
- Hotel websites (direct bookings)
- Expedia Group
- Hotelbdes
- Agoda
- Hostelworld Group
- HRS – Hotel Reservation Service
- Global distribution systems
- airbnb
- Mr & Mrs Smith
- Lastminute.com
- Raveltino
The rankings of all are available on the SiteMinder website destinations examined and the forecasts for 2021 of over 25 of the most important distribution channels on the market.
Who is SiteMinder
SiteMinder accompanies hoteliers to conquer unexplored territories by harnessing the power of technology that truly makes a difference. The simple, intelligent and cutting-edge solutions of SiteMinder, the hotel industry's leading guest acquisition platform, enhance the connection between hotels and guests during every phase of the booking journey. Over 35.000 hotels in 160 countries have decided to rely on these solutions, thanks to which they receive on average more than 100 million bookings and generate over 31,4 billion euros in revenues every year. For more information, visit www.siteminder.com.
Posted in Digital Travel
Comment first