Working out HOTEL - OTA relationship
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Results of a new distribution study in the hospitality sector: One out of seven hotel bookings in Switzerland made on Priceline’s booking.com in 2012
Online distribution is becoming increasingly important for the hotel industry in Switzerland. On average, today in Switzerland already 30% of bookings are generated electronically in real-time through online booking agencies (OTA), hotel websites, global reservation systems (GDS), central reservation systems (CRS) of hotel chains, hotel cooperation and social media platforms. This represents an estimated turnover of over 1.1 billion francs. These are some of the results of a joint survey by the Swiss Hotel Association (www.hotelleriesuisse.ch) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre (www.hevs.ch).
According to the study which was conducted between December 2012 and January 2013 and based on the responses of over 200 hotels in Switzerland, online travel agencies (OTA) reached a market share of 20.9% in 2012, an increase of 5% compared to 2011. They have multiplied their market shares in the last five years. Meanwhile, both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) have constantly declined. In 2012, only 62% of the bookings in Switzerland were generated via direct sales channels, against 75% in previous years.
Booking.com is the most frequently used OTA in Switzerland. According to our data, its market share among OTA increased from 53% to 67%. The absolute market share (with respect to all channels) of booking.com is 14.8%, meaning that every seventh booking in the Swiss hospitality sector is generated by this player. Hotel Reservation System (HRS), GHIX and Expedia are other important players in this domain.
The total amount of commissions paid to intermediaries by Swiss hotels add up to estimated 194 million francs of which 124 million francs were spent for commission payments to online channels. OTAs represent the largest part with an estimated 104 million francs.
Approximately 40% of the questioned hoteliers used mobile sales channels in in 2012 compared to about one-third in 2011. Companies active in mobile distribution used websites adapted to mobile internet more often as opposed to specific apps. Continued Growth of Online Travel Agencies (OTA): Results of an Online Survey...
Continued Growth of Online Travel Agencies (OTA): Results of an Online Survey...University of Applied Sciences of Western Switzerlan Valais
Online distribution for the hotel industry in Germany, Austria and Switzerland (DACH) is becoming increasingly important. On average, today in the DACH region already 27% of bookings are generated electronically in real-time through online booking agencies (OTA), hotel websites, global reservation systems (GDS), central reservation systems (CRS) of hotel chains and hotel cooperation or social media platforms. This represents an estimated turnover of over 7.5 billion euros. These are some of the results of a joint survey by the German Hotel Association (IHA), the Austrian Hotel Association (ÖHV) and the Swiss Hotel Association (hotelleriesuisse) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre.
The hotel associations of the three countries have measured for several years now in independent surveys market shares and developments in the respective distribution channels. For the first time, a uniform data set has been established with scientific support in Germany, Austria and Switzerland in order to analyze the overall developments in hotel sales in a transnational context.
According to the study which was conducted between December 2011 and January 2012 and based on the responses of 1,400 hotels in Ger-many, Austria and Switzerland, online travel agencies (OTA) have reached a market share of 19% (D-A-CH). OTAs dominate electronic distribution with the proportion in Germany (20%) exceeding those of Switzerland (16%) and Austria (13%). The trend towards online booking channels is unbroken, while both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) are constantly declining.
Hotel Reservation System (HRS), Hotel.de and Booking.com are the most widely used OTAs in Germany, Austria and Switzerland. Booking.com with 43% in Austria and 53% in Switzerland is the dominant platform in these countries.
The Power of Online Travel Agencies (OTA): Results of an Online Survey on Hot...
The Power of Online Travel Agencies (OTA): Results of an Online Survey on Hot...University of Applied Sciences of Western Switzerlan Valais
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Results of a new distribution study in the hospitality sector: One out of seven hotel bookings in Switzerland made on Priceline’s booking.com in 2012
Online distribution is becoming increasingly important for the hotel industry in Switzerland. On average, today in Switzerland already 30% of bookings are generated electronically in real-time through online booking agencies (OTA), hotel websites, global reservation systems (GDS), central reservation systems (CRS) of hotel chains, hotel cooperation and social media platforms. This represents an estimated turnover of over 1.1 billion francs. These are some of the results of a joint survey by the Swiss Hotel Association (www.hotelleriesuisse.ch) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre (www.hevs.ch).
According to the study which was conducted between December 2012 and January 2013 and based on the responses of over 200 hotels in Switzerland, online travel agencies (OTA) reached a market share of 20.9% in 2012, an increase of 5% compared to 2011. They have multiplied their market shares in the last five years. Meanwhile, both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) have constantly declined. In 2012, only 62% of the bookings in Switzerland were generated via direct sales channels, against 75% in previous years.
Booking.com is the most frequently used OTA in Switzerland. According to our data, its market share among OTA increased from 53% to 67%. The absolute market share (with respect to all channels) of booking.com is 14.8%, meaning that every seventh booking in the Swiss hospitality sector is generated by this player. Hotel Reservation System (HRS), GHIX and Expedia are other important players in this domain.
The total amount of commissions paid to intermediaries by Swiss hotels add up to estimated 194 million francs of which 124 million francs were spent for commission payments to online channels. OTAs represent the largest part with an estimated 104 million francs.
Approximately 40% of the questioned hoteliers used mobile sales channels in in 2012 compared to about one-third in 2011. Companies active in mobile distribution used websites adapted to mobile internet more often as opposed to specific apps. Continued Growth of Online Travel Agencies (OTA): Results of an Online Survey...
Continued Growth of Online Travel Agencies (OTA): Results of an Online Survey...University of Applied Sciences of Western Switzerlan Valais
Online distribution for the hotel industry in Germany, Austria and Switzerland (DACH) is becoming increasingly important. On average, today in the DACH region already 27% of bookings are generated electronically in real-time through online booking agencies (OTA), hotel websites, global reservation systems (GDS), central reservation systems (CRS) of hotel chains and hotel cooperation or social media platforms. This represents an estimated turnover of over 7.5 billion euros. These are some of the results of a joint survey by the German Hotel Association (IHA), the Austrian Hotel Association (ÖHV) and the Swiss Hotel Association (hotelleriesuisse) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre.
The hotel associations of the three countries have measured for several years now in independent surveys market shares and developments in the respective distribution channels. For the first time, a uniform data set has been established with scientific support in Germany, Austria and Switzerland in order to analyze the overall developments in hotel sales in a transnational context.
According to the study which was conducted between December 2011 and January 2012 and based on the responses of 1,400 hotels in Ger-many, Austria and Switzerland, online travel agencies (OTA) have reached a market share of 19% (D-A-CH). OTAs dominate electronic distribution with the proportion in Germany (20%) exceeding those of Switzerland (16%) and Austria (13%). The trend towards online booking channels is unbroken, while both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) are constantly declining.
Hotel Reservation System (HRS), Hotel.de and Booking.com are the most widely used OTAs in Germany, Austria and Switzerland. Booking.com with 43% in Austria and 53% in Switzerland is the dominant platform in these countries.
The Power of Online Travel Agencies (OTA): Results of an Online Survey on Hot...
The Power of Online Travel Agencies (OTA): Results of an Online Survey on Hot...University of Applied Sciences of Western Switzerlan Valais
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Working out HOTEL - OTA relationship
- 2. Online travel agencies are a viable distribution channel that isn’t going away and Hoteliers must continuously evolve their strategies to best take advantage. It concerns many aspects: channel management, booking behavior, data issues and how the relationship has hurt and helped hoteliers. Nowadays each hotel decides for itself but the truth is the Hotels Can’t live with them and Can’t live without them…
- 6. Mark Lomanno, formerly of STR and now a board member of new BrandAnalytics
- 12. Paul Brown Hilton Worldwide HOLLYWOOD, Florida—Hilton Worldwide will take calculated steps and provide amplified resources in 2012 to assure its product is represented and sold appropriately across all channels, said Paul Brown, president of global brands and commercial services for Hilton Therefore, Brown said Hilton has formulated a four-pronged approach to distribution: 1) Direct channels must be ultimate truth and offer the best rates; 2) the entire portfolio of hotels must operate as a single system, otherwise the brand will appear schizophrenic; 3) suppliers can’t be “pennywise and pound foolish” about channel economics; and 4) third parties will be given inventory “once the hotel has its own house in order.”