In 2011, rooms booked through hotel websites grew consistently in each quarter, growing 6.8 per cent in the fourth quarter compared to the same time in 2010, according to data from the Fourth Quarter 2011 TravelClick North American Distribution Review (NADR), which aggregates hotel bookings by channel for the transient travel segment (individual leisure and business travellers).
In the fourth quarter, other distribution channels experiencing growth in the transient segment include,
online travel agencies (OTAs), like Expedia and Hotels.com, and global distribution systems (GDS) used by travel agents, up 5.7 per cent and 2.8 per cent respectively. Overall in the transient segment, the OTAs accounted for 11.4 per cent of all hotel rooms booked for the fourth quarter; GDS accounted for 19.3 per cent; hotel websites (brand.com) accounted for 26.5 per cent; direct bookings accounted for 25.0 per cent; and voice, or 1-800 numbers, accounted for 16.7 per cent. “As rates and occupancies begin to increase throughout all travel segments – group, business and leisure – managing rates and inventory to ensure that hotels are leveraging the right channels at the right time is critical to maximising revenue opportunities,” said Tim Hart, Executive Vice President, Enterprise Services, TravelClick. “While a hotel’s website continues to drive more and more bookings for hotels, it is important to recognise that different channels cater to different types of customers, and having an appropriately diversified and optimal mix will drive improved revenue and profit outcomes,” added Hart. During the 2011 calendar year, average daily rates (ADR) for the transient segment increased across all channels, up 3.8 per cent compared to 2010, with rates for the OTA channel growing 9.8 per cent and hotel websites up 3.5 per cent. For the fourth quarter specifically, ADR in the transient segment increased across all channels, up 3.7 per cent, with rates for the OTA channel growing 9.3 per cent and Brand.com up 2.5 per cent compared to 2010, stated TravelClick.
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online travel agencies (OTAs), like Expedia and Hotels.com, and global distribution systems (GDS) used by travel agents, up 5.7 per cent and 2.8 per cent respectively. Overall in the transient segment, the OTAs accounted for 11.4 per cent of all hotel rooms booked for the fourth quarter; GDS accounted for 19.3 per cent; hotel websites (brand.com) accounted for 26.5 per cent; direct bookings accounted for 25.0 per cent; and voice, or 1-800 numbers, accounted for 16.7 per cent. “As rates and occupancies begin to increase throughout all travel segments – group, business and leisure – managing rates and inventory to ensure that hotels are leveraging the right channels at the right time is critical to maximising revenue opportunities,” said Tim Hart, Executive Vice President, Enterprise Services, TravelClick. “While a hotel’s website continues to drive more and more bookings for hotels, it is important to recognise that different channels cater to different types of customers, and having an appropriately diversified and optimal mix will drive improved revenue and profit outcomes,” added Hart. During the 2011 calendar year, average daily rates (ADR) for the transient segment increased across all channels, up 3.8 per cent compared to 2010, with rates for the OTA channel growing 9.8 per cent and hotel websites up 3.5 per cent. For the fourth quarter specifically, ADR in the transient segment increased across all channels, up 3.7 per cent, with rates for the OTA channel growing 9.3 per cent and Brand.com up 2.5 per cent compared to 2010, stated TravelClick.
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