New data from J.D. Power shows that hotel guests in North America aren’t necessarily booking direct more often than in years past.
The annual survey of 55,000 hotel guests who stayed at a hotel between May 2017 and May 2018 found that direct booking numbers for hotels are flat — despite the fact that guests are more satisfied with their hotel experiences than ever before in the survey’s 22-year history.
In this year’s study, 67 percent of respondents noted they had booked their hotels direct via a branded hotel channel. By comparison, in 2015 and in 2016, that number was 68 percent.
“It’s not going anywhere,” Jennifer Corwin, J.D. Power associate practice lead for global travel and hospitality, said of hotels’ efforts to encourage more direct booking. “Hoteliers are spending a lot of money to drive direct bookings but we don’t see that going up.”
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