European hotels are most often booked directly (i.e., through the hotel's own websites) in small towns with populations under 10,000. This segment accounts for 631,000 direct bookings and 22,11,000 bookings made through OTAs in 2017. This is stated in a new study of the European hotel market, initiated by the European Tourism Institute and the Association Hotrec.
According to the study, the smallest percentage of direct bookings—39.1%—comes from cities with populations over 250,000 (36.4% via OTA). Up to 53.1% of direct bookings are typically made in cities with populations between 50,000 and 250,000 (29.1% via OTA), and 59.1%—in cities with populations between 10,000 and 50,000 (25.2% via OTA).
Last year, 1* hotels were booked directly in 60.41 cases (25.51 through OTA), 2* hotels — 601 cases (26.21 through OTA), 3* — 561 cases (28.71 through OTA), 4* — 481 cases (26.51 through OTA), and 5* — 461 cases (18.81 through OTA). Other categories (hostels, apartments) were booked directly in 591 cases (26.51 through OTA).
As a rule, small hotels (less than 20 rooms) are more likely to be booked directly—62% (29.3% through OTAs). The same applies to hotels with 20 to 50 rooms—59% (27.5% — OTAs). However, larger properties (50–100, 100 or more rooms) are less likely to be booked through their own websites—51% (27.5% — OTAs) and 44% (23.5% — OTAs), respectively.
Interestingly, the largest number of direct bookings went to MICE hotels—59.61 TPL (versus 16.81 TPL via OTAs). However, OTAs are the most popular destination for leisure and luxury hotels—28.11 TPL.
The highest direct bookings were for hotels operating in both seasons (651 TP3T). Year-round hotels achieved 53.91 TP3T (28.71 TP3T through OTAs), winter hotels achieved 36.31 TP3T (45.71 TP3T through OTAs), and summer hotels achieved 541 TP3T (20.81 TP3T through OTAs).
Hotel chains receive the least number of clients through their own channels - 44% (26.2% via OTA), while independent hotels are booked more often directly - 58% (27.9% - OTA).
Source: trn-news.ru