The head of France at SiteMinder is alerting the country’s hotels to a slowing growth rate of direct online bookings, exposing French hotels to a future of distant relationships with their guests and guest experiences that are lacking in personalisation.
Clemens Fisch’s statements come ahead of a new SiteMinder report being released this month on the latest opportunities and challenges facing France’s hotels. According to the report, titled State of the Nation 2018: How big is the opportunity for hotel bookings in France?, the contribution of direct bookings to France’s online hotel sales has risen only 2.6 percent since 2012 and the growth rate will slow further to 2.1 percent over the next five years, with third-party booking sites forecast to constitute 71.5 percent of the country’s online hotel sales by 2022.
“It is ironic that direct bookings are slowing in one of the first markets to make sure rate parity was a non-issue for local hotels. I believe it’s time France’s hotels assess the balance of their distribution strategies, and capitalise on the continued rise of tourism entering the country by taking more ownership of their supply. While hoteliers are incredibly time-poor, they can take small steps – examine the state of their hotel website, for example, or the conversion rates of their online booking engine – and look to technology as a key enabler,” says Mr Fisch.
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