Bookings to Hotel Brand Sites Top All Other Channels for First Time
By Harvey Chipkin
Bookings via hotel brand websites exceeded the share of hotel room nights booked through every other channel for the first time in July, according to the Kalibri Labs’ Hotel Industry Performance Overview. Kalibri Labs is a consultancy. Brand.com, which refers to all branded hotel sites, produced 26.1 percent of all room nights booked in July, compared with the next largest channel of Property Direct (booking directly with the hotel) at 24.1 percent. This trend away from Property Direct, according to the report, has been swift and is continued evidence of the evolution in consumer booking behavior. The report also revealed that the percentage of guests who are loyalty program members continues its rapid rise, up 6 percent year over year to 53.9 percent of all room nights booked at hotels with active loyalty programs. Cindy Estis Green, CEO of Kalibri Labs, said the shift away from Property Direct bookings has created a virtual “horse race” between Brand.com and OTA’s, both vying for demand share growth.