Brand.com bookings exceeding all other US hotel channels is clear indicator of the evolution in consumer booking behaviour
An update of the Hotel Industry Performance Overview (HIPO) from benchmarking specialist Kalibri Labs shows that Jul-2019 marked the first time in history that Brand.com exceeded the share of hotel room nights booked through every other channel across the United States of America (USA).
The HIPO shows brand.com produced 26.1% of all room nights booked in July, compared to the next largest channel of Property Direct at 24.1%. This trend away from Property Direct has sustained its swift pace and is clear continued evidence of the evolution in consumer booking behaviour. The brand.com bookings were up +8.9% versus Jul-2018, while the Property Direct channel bookings declined -11.8% year-on-year.
The growth of brand.com as a booking channel represents both increased investment and effort from the part of hotel brands, and an increased loyalty. The HIPO shows the percentage of guests who are loyalty programme members continues its rapid rise, up +6.4% year-on-year to 53.9% of all room nights booked at hotels with active loyalty programmes.
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