WITT - Wellness in Travel & Tourism ’s Post

𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐓𝐫𝐞𝐧𝐝𝐬 𝐢𝐧 𝐀𝐜𝐜𝐨𝐦𝐦𝐨𝐝𝐚𝐭𝐢𝐨𝐧: 𝐇𝐨𝐭𝐞𝐥𝐬, 𝐁𝐨𝐨𝐤𝐢𝐧𝐠 𝐚𝐧𝐝 𝐃𝐌𝐀 Today, HOTREC published its latest Hotel Distribution Study which looks at digital trends in the European accommodation sector. Find out how consumers book hotel rooms by reading our press release and study 👉 https://lnkd.in/ex2ig-cR The main findings confirm the need for proper implementation of the Digital Markets Act (#DMA). These fair digital rules will ensure a more balanced treatment of hoteliers by Online Travel Agencies (#OTAs). Did you know❓ 🔹Booking .com has a share of 71% in the OTA market, up 10% in the last 10 years. 🔸Sales channels for European hotels return to pre-pandemic trends where direct bookings continue to decrease. 🔹Online Travel Agencies undercut prices set by hotels in 4 out of 10 cases. Marie Audren, HOTREC Director General, commented: "Hotels face unfair business practices from Booking .com every day: financial loss, operational strain and reputation damage. This must end. The DMA and fair digital rules are a first step in the right direction to tackle these pressing issues." "Booking. com is withholding guest data from hotel partners and preventing hotels from offering better prices on their own websites. Affordability, transparency and choice are crucial for European consumers and travellers. This should finally be resolved thanks to the DMA." #Hospitality #DigitalMarketsAct #Booking #Hotels #Distribution

In their latest report, Skift predicts that by 2030, direct digital bookings will surpass online travel agencies as the dominant distribution channel for branded and independent hotels. Read the full report to learn: ✅ the ideal contribution from indirect channels ✅ the % increase in digital direct bookings  ✅ the % decrease in OTA distribution ✅ other indirect forms of distribution https://lnkd.in/egN-tUt5 #hotels #hotelmarketing #hotelrevenue #hospitality

September isn't just about back to school. It's still peak season for many hoteliers! 🌴 As we move into September, travel intent remains robust, with 15% of summer travellers still planning trips during this period. Interestingly, 60% of these travellers are opting for domestic destinations, according to Tripadvisor's latest insights. 📊 This trend represents a significant opportunity for hoteliers to capture last-minute bookings, especially through direct channels. You can make the most of this extended peak season by optimizing your website, offering exclusive last-minute deals, and enhancing your mobile booking experience. You can explore some actionable strategies to boost your last-minute reservations through direct channels on our blog. #HotelIndustry #directchannel #TravelTrends #LastMinuteBookings #DirectBookings #RevenueManagement

The hotel-OTA battle is heating up, and it's going to reshape the future of travel distribution. But here's the kicker: Direct bookings might actually win the race by 2030. Hotels are doubling down on their digital strategies, investing heavily in user-friendly websites and personalized experiences. Why? Because they want to cut out the middleman and make a direct connection with their guests. And let's face it, who doesn't love a more personalized, seamless booking experience? Sure, OTAs have their perks, but hotels are leveraging loyalty programs and exclusive deals that OTAs just can't match. This shift is not just a possibility—it's a strategic necessity for hotels aiming to reclaim their market share. As technology evolves and consumer preferences lean toward tailored experiences, direct bookings could indeed take the lead. Let's keep an eye on this tug-of-war. The hotel industry's distribution landscape is on the brink of transformation, and it's an exciting time to watch these changes unfold! Check this out: https://lnkd.in/dNE7uCx3

Reduce OTA Dependency and Take Control of Your Booking Channels. https://lnkd.in/dXPS6rBs #hotels #bookingonline #otas #hoteldistribution #bookingchannels #expertinsights #hotelbooking #directbooking #onlinebooking #hotelrevenue #revenuemanagement #onlinemarketing #digitalmarketing #hotelmarketing #sales #marketing #reservations #bookingengine #channelmanager

Enhancing Guest Experience and Boosting Bookings: The Power of Flexible Payment Options for Hotels. https://lnkd.in/dk2ph7Un #hotels #guest #hotelguest #guestexperience #guestrelations #hotelbooking #directbooking #onlinebooking #hotelrevenue #revenuemanagement #onlinemarketing #digitalmarketing #hotelmarketing #sales #marketing #reservations #bookingengine #channelmanager #otas

Research suggests that direct digital bookings for global hotel brands will become the largest booking channel by the end of the decade, outperforming traditional Online Travel Agencies. It should comes as no surprise that there is a trend towards direct online bookings as any robust channel cost of sale analysis will demonstrate there are significant cost savings on the table when you shift business away from higher cost commissionable channels. And not just in hotels, the airline industry has been talking this language for over two decades now. Add in the general societal shift towards digitisation and it would appear to be self fulfilling, wouldn’t it? But the shift doesn’t just happen naturally. It needs to be prompted by consideration of differential pricing vs indirect channels, innovative direct digital tools, an effective loyalty strategy and programme, cutting edge CRM-based customer engagement and direct marketing, together with some strong master brand, advertising to deliver the outcome. In absence it’ll be nothing more than haphazard at best. With a huge abundance of providers in the hotel sector it is fair to say some are doing this much better than others, and many independents will struggle to achieve the same benefits due to scale. Unless of course they consolidate into alliances, associations and/or partnerships to gain economies of scale, which of course we’re already seeing. Let’s also see what happens with AI search in this space as this is a potential game changer. If there’s one thing for certain, given the pace of change there is every chance the structure of the current commissionable channels just might look different by the end of the decade…

Top Secrets to Fill Hotel Rooms Last Minute - There is nothing more travellers love than last-minute good deals, which is why a significant portion of them wait for hotels to offer special discounts and deals. While it’s certainly clear that these last-minute bookings are a jackpot for guests, is it the same for hotels as well? Well these last-minute bookings are usually offered by hotels for rooms that tend to remain unoccupied, as an avenue to fill hotel rooms to boost occupancy, increase revenue and satisfy guests with discount booking deals. Effective Secrets to Scoring Last Minute Hotel Deals - # Providing last-minute deals: Create discounted deals and special packages just days before guests check-in which will encourage them to make these last-minute bookings. In addition, make sure to display these last minute deals on all OTAs and channels to ensure maximum traction and occupancy. # Optimise mobile bookings: Since majority of bookings are made through mobiles, it makes sense for hoteliers to design a user-friendly mobile app, which can be used to seamlessly navigate the booking process, and will nudge users to book-last minute deals as per their convenience. # Ensure flexible cancellation policies: There are many cases wherein last-minute bookings are often cancelled, and the cancellation charge associated with the same hampers guests from opting the above option. To prevent this ensure guests have access to cancellation policies that are either flexible or have minimum penalties. # Target Business Travelers: Hotels should customise marketing plans for business travellers as they tend to make last-minute bookings because of changing schedules, immediate meetings or even lack of time for planning. # Sharpen SEO search for last-minute bookings: Hotel businesses need to update their SEO strategy and use the correct words that correspond with last-minute bookings to bring the web page up in search results. # Keep a check on competitive pricing: When it comes to last-minute bookings no guest wants to pay more than what is required, to make sure that is how it works, hotels need to offer a competitive pricing and monitor the same at all times. # Collaborate with travel agents: By partnering with travel agents and offering them with lucrative incentives, hotels can get access to larger agencies, which tend to deal with large-scale on-demand bookings.

The insights from the recent Skift article reveal a pivotal shift in the hotel booking landscape that every hospitality professional should pay attention to. By 2030, direct hotel bookings are projected to surpass $𝟒𝟎𝟎 𝐛𝐢𝐥𝐥𝐢𝐨𝐧, outpacing online travel agencies (OTAs) at $𝟑𝟑𝟑 𝐛𝐢𝐥𝐥𝐢𝐨𝐧. This isn’t just a trend; it’s a fundamental change in how we connect with our guests. As technology continues to evolve, independent hotels are now equipped with powerful tools that enable them to compete effectively against larger chains. Today’s travelers crave personalized experiences and authentic connections with brands. This is our opportunity to shine. By investing in direct booking capabilities and strengthening our online presence, we can create memorable experiences that resonate deeply with our guests. But here's my take: This isn't about killing OTAs. It's about creating a more balanced, intelligent distribution strategy where hotels can genuinely own their customer relationships. Which hospitality leaders will thrive? Those who see this as an opportunity to reimagine guest engagement, not just a statistical projection. 𝐓𝐡𝐞 𝐟𝐮𝐭𝐮𝐫𝐞 𝐛𝐞𝐥𝐨𝐧𝐠𝐬 𝐭𝐨 𝐭𝐡𝐞 𝐚𝐝𝐚𝐩𝐭𝐚𝐛𝐥𝐞, 𝐭𝐡𝐞 𝐢𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐯𝐞, 𝐚𝐧𝐝 𝐭𝐡𝐨𝐬𝐞 𝐰𝐢𝐥𝐥𝐢𝐧𝐠 𝐭𝐨 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞 𝐭𝐡𝐞 𝐜𝐨𝐧𝐯𝐞𝐧𝐭𝐢𝐨𝐧𝐚𝐥 𝐰𝐢𝐬𝐝𝐨𝐦. #HospitalityInnovation #TravelTech #DistributionStrategy #Linkedin #HospitalityIndustry #Insights

According to this Skift article on Hotel Distribution Outlook and the shift from OTA to direct; “There is no clear-cut answer to what the perfect distribution strategy looks like, particularly in an environment that is seeing increased fragmentation in what travelers desire, how suppliers are responding to new types of demand, and how new forms of distribution are shaking up the status quo.” “Fundamentally, the rise of experiential travel is leading to a more differentiated, non-commoditized hospitality offering, which is tailoring to a more personalized travel experience. This is key ⬇️ “Distribution is no longer just about selling hotel rooms — loyalty, experiences and personalization are increasingly becoming integral differentiators in the battle for hotel market share.” #distribution