Hotel bookings shifting from OTAs to brand sites and GDSs
June 05, 2012 | Hotel Marketing
While most channels drove more overall demand during the first quarter of 2012 than they did in Q1 2011, TravelClick noted a shift in revenue from OTAs to brand sites and the GDSs.
In the first quarter of 2012, OTAs drove only 8% of all hotel industry revenue while brand websites contributed 22.5%; GDSs drove 17.8%; central reservations offices contributed 15.6%; and 36% of revenue was driven from the “direct” channel, which includes walk-in and most group business.
One factor for the decrease in revenue contributed by OTAs is that hoteliers are offering less discounted rooms as demand picks up. This data does not suggest, however, that hoteliers pull inventory from third-party partners.
The number of reservations driven during the first quarter from the GDSs was up 3 million over the same time period in 2011, according to TravelClick. Hach predicted this data will shock some hoteliers.
Get the full story at HotelNewsNow.com
Read also "OTAs gain as supplier websites stagnate"
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