Cloudbeds, the hospitality management platform, revealed data on top performing distribution channels in a free guide titled, “The Big Book of OTAs: A Hotelier’s Guide to Top Distribution Channels.”
Among the key findings, the company found that lodging businesses connected to at least six distribution channels saw an average revenue increase of 27% in comparison to properties connected to only one channel.
“Online travel agencies exist to generate more opportunities for lodging businesses by connecting them with travelers,” said Sebastien Leitner, VP, strategic partnerships, Cloudbeds. “Our data over recent years has shown that modern lodging businesses need a comprehensive distribution strategy that includes both OTAs and solutions designed to drive direct bookings. Combined, the visibility and marketing spend behind the top OTAs position a property to win even more bookings, including direct.”
Cloudbeds data continues to show the importance of properties being active on as many channels as possible to increase brand awareness and drive bookings. A Cornell study found that 93% of consumers switch between different OTAs before making a final decision, underscoring the importance of a broader distribution strategy.
The data also revealed Booking.com performed the highest for U.S. lodging businesses followed by Expedia and Airbnb, which skyrocketed in popularity across the globe. More hotel businesses are increasingly adopting Airbnb as part of their channel mix, signifying the continued convergence of the hotel and short-term rental industries. Google Hotel Search also made it into the top 10 channels, slowly climbing the ranks as one of the top-performing channels in the U.S. and Canada.