SiteMinder: the best booking channels in 2020

In the worst year in tourism history, SiteMinder reveals the most profitable hotel booking channels of 2020.

The ranking compiled by SiteMinder, of the most profitable hotel booking channels of 2020, shows the changes in behavior and new travel preferences driven by the pandemic. In particular: an increase in direct bookings through hotel websites and unorganized travel; the strengthening of local and regional distribution channels due to restrictions on international travel.

The analysis takes into account the health emergency that erupted in the first months of 2020 and affected the entire year, based on hotel bookings from global clients of SiteMinder. The ranking, published annually, examined 20 of the most visited destinations in the world and was created referring to 2020, considering April as the month of reopening bookings (with lockdown in many countries, April is considered the month when bookings ‘restarted,’ especially for summer 2020).

Notable developments include: 32 new booking channels making their first appearance in the ranking, while 20 channels gained at least two positions compared to the previous year. The ranking highlighted a sustained growth in direct bookings to hotels; the explosion of unorganized travel; the strengthening of local and regional distribution channels (due to restrictions on international travel). In the ranking, the position of the channel related to direct bookings through hotel websites increased by one-third for the destinations considered, including Italy, where this channel ranked second from April to December 2020.

Other emerging data and trends:

• The growing popularity of Airbnb as a booking channel. In Italy, it debuted among the top 12 positions in the 2020 ranking (compared to complete absence in the previous year), and in eight other destinations, it made its first entry into the chart. Additionally, it climbed the ranking in five destinations during 2020 and improved its position in the annual ranking in 10 countries (including Italy).
• The explosion of unorganized travel, driven by unexpected and sudden changes in travel restrictions. For example, sites like com and HotelTonight feature among the top 12 in nine countries, including Italy.
• The constant relevance of wholesalers (wholesale), such as Hotelbeds, in the top positions of the ranking for every destination, including Italy, throughout the year and especially from April to December 2020.
• The strengthening of local and regional booking channels as a result of restrictions on international travel. Throughout 2020, these two channels were dominant, ranking in the middle of the chart, especially since the resumption of bookings.

Considering the total gross revenue generated by SiteMinder clients, the top 12 most profitable booking channels in Italy in 2020 are:

Throughout the entire year 2020

1. Booking.com
2. Expedia Group
3. Hotel websites (direct bookings)
4. Hotelbeds
5. Agoda
6. Global distribution systems
7. HRS – Hotel Reservation Service
8. Hostelworld Group
9. WebBeds – Sunhotels
10. Jet2holidays
11. Airbnb
12. Mr & Mrs Smith

From April to December 2020

1. Booking.com
2. Hotel websites (direct bookings)
3. Expedia Group
4. Hotelbdes
5. Agoda
6. Hostelworld Group
7. HRS – Hotel Reservation Service
8. Global distribution systems
9. Airbnb
10. Mr & Mrs Smith
11. Lastminute.com
12. raveltino

Visit the SiteMinder site for rankings of all the destinations analyzed and forecasts for 2021 of over 25 of the most important market distribution channels.

About SiteMinder

SiteMinder guides hoteliers to conquer unexplored territories by leveraging the power of technology that truly makes a difference. The simple, intelligent, and cutting-edge solutions of SiteMinder, the leading guest acquisition platform in the hotel industry, enhance the connection between hotels and guests throughout all stages of the booking process. Over 35,000 hotels in 160 countries trust these solutions, through which they receive an average of over 100 million bookings and generate over €31.4 billion in revenue annually. For more information, visit www.siteminder.com.

Pubblicato in Digital Travel