SiteMinder reveals the most profitable hotel booking channels

The ranking of the 12 booking channels that generated the most revenues in 2021 for hotels in Italy comes from SiteMinder. Direct bookings from hotel websites are on the rise. Hostelword Group climbs 3 positions and Smartbox Group enters the ranking

Set up the hotel industry’s sales strategies? Useful information comes from SiteMinder. In fact, the platform unveiled the new ranking of the booking channels that generated the most revenues in 2021 for hotels in Italy. And in 20 other major tourist destinations, among the most popular in the world.

The ranking for Italy reveals how the protagonists of the hotel sector have set a more holistic sales strategy for online. In fact, they have combined new and consolidated tools, with the aim of reaching new customers and generating greater earnings.

Direct bookings
Direct bookings are now in second place in the ranking of income drivers for Italian hotels – up from third place last year and fourth in 2018.

This important leap is due to the increase in investments in booking engines, improvement of hotel websites, metasearch, ease of payments, support from hotel consultants and specialized and dedicated applications for conversion.

Direct bookings are now one of the main sources of revenue not only in Italy, but also in more than half (12) of global markets.

The Smartbox Group and Hostelworld cases
This year’s ranking includes 29 new distribution channels. Smartbox Group stands out among the novelties in Italy: a signal that reflects the current attitude of hotels to intercept new customers by opening up new revenue opportunities.

The growth of Hostelworld, a champion channel that demonstrates the strength of the hostel and accommodation market for group and community travel, is interesting.

Airbnb remains firmly in the top 12 in Italy.

The different market strategies adopted by hotels in Italy

• The continued relevance of wholesalers to many accommodation providers, with industry leader bedbank Hotelbeds back in the top 12 in Italy and in every destination reviewed. WebBeds’ Sunhotels also holds ninth position.
• The “Global distribution systems” (GDS) remain in the top 12 in Italy. Collectively, they move up two or more positions in seven different markets – Asia, Canada, Mexico, the Middle East, the Netherlands, the Philippines and Thailand.
• Hotel Reservation Service (HRS) is also down a few positions, demonstrating the continuing importance of companies for special business services and tourist travel.

The ranking of the top 12 booking channels in Italy based on the total gross turnover generated by all users of the SiteMinder platform

1. Booking.com
2. Hotel websites
3. Expedia Group
4. Hotelbeds
5. Hostelworld Group
6. Agoda
7. Global distribution systems
8. Smartbox Group
9. WebBeds – Sunhotels
10. Lastminute.com
11. HRS – Hotel Reservation Service
12. Airbnb.

About SiteMinder

The company, with its headquarters in Sydney and offices in Bangkok, Berlin, Dallas, Galway, London and Manila, recorded over 100 million bookings worth over 35 billion in the last year before the start of the pandemic. dollars.

Info
www.siteminder.com