SiteMinder unveiled its annual lists of the channels that brought the highest total booking revenue to hotels in the U.S. and Canada and other top travel destinations around the world in 2018. Varying from direct hotel websites to a host of third-party channels, the diversity of the list this year reflects a rise in consumer choice that is forcing hotels to compete for business on more booking channels than ever before, according to SiteMinder.
SiteMinder’s managing director Mike Ford said the increased diversity also is indicative of a booking landscape that has exploded in recent years and is showing no signs of slowing. According to Euromonitor International, global online hotel sales have surpassed $264 billion to represent growth of more than 170 percent in the past decade, including 13 percent over the past year alone.
“This year we found almost 20 instances of booking channels making a first-time appearance in our lists,” Ford said in a statement. “So, while the more popular brands continue to dominate, we are seeing a broader range of players emerging. This trend reflects not only the ever-growing list of options now available to travelers booking their stay, but the subsequent need for hotels to be on more booking channels than ever to keep up with today’s endless paths to purchase.”
Based on total gross revenue made for SiteMinder’s customers in the U.S. and Canada, the top 12 hotel booking channels in 2018 were:
- Hotel websites (direct bookings)
- Hotelbeds (including GTA + Tourico)
- Global distribution systems
- Hostelworld Group
“The number of trips taken to the U.S. and Canada reached 96.2 million last year, a rise of 27 percent from 10 years ago,” said James Bishop, senior director, global demand partnerships at SiteMinder. “While this growth presents opportunity, the sheer volume also presents hotels with the challenge of acquiring business from a changing mix of potential guests. Our list shows which channels secured the highest total sales for the country’s hotel economy. Notably, Rakuten’s appearance once again proves the growing value of Japanese travelers to the local hotel market. It is one to watch.”