Are hotels losing control of distribution?

BTN News
Saturday, 06 August 2016

A new research paper by travel industry research authority Phocuswright and Expedia claims 61-75 per cent of online hotel shoppers in developed markets use online travel agencies (OTAs) when shopping for hotels and accommodations, compared to just 15-44 per cent who visit a hotel web site.

 

The figure is worse in some emerging markets, with more than nine out of 10 online hotel shoppers in China using an OTA compared to fewer than four in 10 opting for a hotel web site.

The paper, 'Channel Surfing: Where Consumers Shop for Travel Online', analyses how leisure travellers in eight key travel markets (Australia, Brazil, China, France, Germany, Russia, the UK and the US) shop for and purchase trips.


Phocuswright director Editorial and Research David Juman said: "Travellers with a set plan of where they want to stay and how they want to get there are more likely to head to the supplier web site.

"But that doesn't mean they're done exploring their options. That's where OTAs come into the picture. OTAs give travellers the ability to compare a wide range of products in a single place, taking some of the heavy lifting out of travel planning."

Are hotels losing control of distribution?

BTN News
Saturday, 06 August 2016

A new research paper by travel industry research authority Phocuswright and Expedia claims 61-75 per cent of online hotel shoppers in developed markets use online travel agencies (OTAs) when shopping for hotels and accommodations, compared to just 15-44 per cent who visit a hotel web site.

 

The figure is worse in some emerging markets, with more than nine out of 10 online hotel shoppers in China using an OTA compared to fewer than four in 10 opting for a hotel web site.

The paper, 'Channel Surfing: Where Consumers Shop for Travel Online', analyses how leisure travellers in eight key travel markets (Australia, Brazil, China, France, Germany, Russia, the UK and the US) shop for and purchase trips.


Phocuswright director Editorial and Research David Juman said: "Travellers with a set plan of where they want to stay and how they want to get there are more likely to head to the supplier web site.

"But that doesn't mean they're done exploring their options. That's where OTAs come into the picture. OTAs give travellers the ability to compare a wide range of products in a single place, taking some of the heavy lifting out of travel planning."