Posted on: August 14, 2013
OTAs said to be hotels' top channel for rate and bookings growth
Online travel agencies led the way with 11.7% growth in hotel bookings in the second quarter, according to hotel data and technology company TravelClick.
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Also, online agencies had the best growth in average daily rate (ADR) at 9.8%, TravelClick reported.
Bookings growth at hotels’ branded websites, GDSs (used by travel agents) and hotel direct (calls directly to the hotel and walk-ins) was 8.1%, 5.7% and 4.4%, respectively.
The one channel in which bookings decreased was the CRS, which includes calls to a hotel's 800-number. Those numbers decreased 4.3%.
ADR in the second quarter grew 3.4% across all channels. For the CRS channel, ADR was 3.7%, followed by hotel direct (3.2%), GDS (2.6%) and hotels’ branded websites (2.3%).
“Hotels are discounting less and also taking advantage of the changes in the OTA business model that allows them to drive more lucrative retail business through that channel,” said Tim Hart, TravelClick’s executive vice president, business intelligence.