Sydney, Australia – SiteMinder, the global hotel industry’s leading guest acquisition platform, has unveiled the lists of distribution channels that brought the greatest booking revenue to hotels in 2020 and since the global hotel booking reset began in April. The lists, which vary across more than 20 of the world’s most established travel destinations, reveal a broader range of consumer choices and a shift away from the consolidation seen in previous years, with 32 instances of distribution channels making their first appearances and 20 instances of distribution channels climbing at least two positions from the prior year.
The annual lists also highlight the sustained growth of direct bookings for hotels, with hotel websites maintaining their top five position in all destinations over the full 2020 year, including in Australia, Ireland and Spain where they ranked as the second-top producer of booking revenue for local hotels. The ranking of hotel websites rose further in more than a third of destinations since April, when hotel bookings dropped to below 10 percent of 2019 levels as a result of the COVID-19 pandemic.
Other key findings included:
- The increased popularity of Airbnb as a distribution channel for accommodation providers, especially since April. Airbnb debuted among the top 12 in nine destinations, rose in five destinations over the full year, and surpassed its full-year ranking in 10 destinations since April.
- The strengthening of local and regional distribution channels as a result of restricted international travel. Over the full 2020 year, they comprised around half of the top 12 in each destination and were particularly dominant from the start of the global hotel booking reset. While local and regional distribution channels such as Kurzurlaub.de in Austria, VeryChic in France, feratel in Germany, MG bedbank in Indonesia, and Hotels.nl in the Netherlands have not ranked among the top 12 distribution channels over the full 2020 year, they emerged among the top 12 since April.
- The explosion in spontaneous travel, spurred by unpredictable changes in travel restrictions. Lastminute.com and HotelTonight collectively feature among the top 12 lists of nine destinations over the pandemic period.
- The continued relevance of wholesalers, with leading bedbank Hotelbeds among the top 12 in each destination—both over the full 2020 year and during the pandemic period—and WebBeds among the top 12 in eight destinations since April.
“The travel disruptions of 2020 levelled the playing field for many distribution channel providers to demonstrate the unique value they provided to consumers and therefore to hotels,” says SiteMinder’s senior director of global demand partnerships, James Bishop. “With international travel restrictions in place and rising cases of coronavirus around the world, many consumers were drawn to local hotel accommodations where the direct hotel website has always performed well, or through local booking channels, which, after an initial slump, saw an uptick from pent-up travel demand. Many other consumers were drawn to the staycation appeal and perceived security of Airbnb-listed properties. SiteMinder’s lists of the top 12 hotel booking revenue makers are testament to real changes in people’s travel behaviour and preferences during this time.”
Click here to view the top 12 lists of all travel destinations worldwide, and the 2021 predictions of more than 25 of the world’s top distribution channel providers.
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In an age of rising choice and accessibility for curious travellers, SiteMinder exists to liberate hoteliers with technology that makes a world of difference. SiteMinder is the global hotel industry’s leading guest acquisition platform, ranked among technology pioneers for its smart and simple solutions that put hotels everywhere their guests are, at every stage of their journey. It’s this central role that has earned SiteMinder the trust of more than 35,000 hotels, across 160 countries, to generate in excess of 100 million reservations worth over US$35 billion in revenue for hotels each year. For more information, visit www.siteminder.com.