In 2011, room nights booked through hotel websites grew consistently in each quarter, growing 6.8 percent in the fourth quarter compared to the same time in 2010, according to data from the Fourth Quarter 2011 TravelClick North American Distribution Review (NADR), which aggregates hotel bookings by channel for the transient travel segment (individual leisure and business…
In 2011, room nights booked through hotel websites grew consistently in each quarter, growing 6.8 percent in the fourth quarter compared to the same time in 2010, according to data from the Fourth Quarter 2011 TravelClick North American Distribution Review (NADR), which aggregates hotel bookings by channel for the transient travel segment (individual leisure and business travelers).
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.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
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