2018 has been yet another year where growth in the intermediary market for hotel sales has outstripped the growth in the direct channel for the hotels.
This is in part because the three largest OTAs globally – Expedia, Booking and Ctrip – are growing at double the rate of the direct channel.
The trend for intermediaries growing their share of hotel sales vs the direct channel will continue into 2019 and beyond. It shows that consumers are generally more comfortable – for a range of reasons – with buying from intermediaries and on balance favour that over going to a hotel dot com.
But selling your hotel content via an intermediary doesn’t mean that the big OTAs are the only option. A good bedbank can offer you access to intermediaries that don’t compete with your direct channel, such as airlines, points redemption schemes, MICE buyers, tour operators and more. Just as importantly, these channels offer quality customers: more advanced bookings, less cancellations, higher in destination spends, and higher return rates.
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