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New SiteMinder study: Google, TripAdvisor and equally important to driving direct hotel bookings

  Posted in Press Releases

SiteMinder's Global Hotel Business Index 2018

Sydney, Australia – Hoteliers deem Google, TripAdvisor and their own website as equally successful to driving direct bookings, according to a new report from the global hotel industry’s leading cloud platform, SiteMinder. The finding is one of many in SiteMinder’s Global Hotel Business Index 2018: What are the key drivers on a hotelier’s path to success?, which surveyed more than 550 hoteliers from both independent hotels and hotel groups around the world on their key focuses and expected drivers of success for the upcoming year.

According to the research, Google, TripAdvisor and hotel websites are considered to be the three most equally-effective ways to drive direct bookings in 2018, surpassing social media advertising and online travel agencies (via the Billboard Effect process).

“Clearly, very high value is placed on Google, TripAdvisor, and websites to deliver bookings. They provide a powerful three-pronged attack that is clearly dominant,” reads SiteMinder’s analysis.

“There seemed to be a distinction in the way social media is used, with the results indicating it is a strong engagement tool but not necessarily a strong performer when it comes to delivering direct bookings.”

The full report is available to be downloaded here.

Media contact
Maria Cricchiola
+61 2 8031 1287

About SiteMinder
As the leading cloud platform for hotels, SiteMinder allows hotels to attract, reach and convert guests across the globe. We serve hotels of all sizes with award-winning solutions for independents and groups alike, wherever they are in the world.

SiteMinder’s products include The Channel Manager, the industry’s leading online distribution platform; TheBookingButton, a wholly-branded booking engine for direct bookings via the web, mobile or social; Canvas, the intelligent website creator for independent hoteliers; Prophet, the real-time market intelligence solution that takes the guesswork out of pricing rooms; and GDS by SiteMinder, a single-point of entry to a six-figure network of travel agents and the world’s major global distribution systems. With more than 30,000 hotel customers and 600 of the industry’s top connectivity providers as our partners, today we have presence in more than 160 countries on six continents. For more information, visit


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