Continuing trend in hotel bookings include short stays and agent reliance

Wednesday, 06 Nov, 2007 0

Travel agents continue to be a key source for higher rate business for hotels, according to TravelCLICK’s quarterly eMonitor.

A key finding: The average rate for room nights booked through travel agents for the second quarter of 2007 was 45% higher than the average rate for room nights booked via the Internet for the same period

Travel agent bookings represented almost 79% of total room nights.

“The travel agent component of GDS bookings showed a 10.1% increase in ADR and a 15.3% increase in revenue versus the second quarter of 2006,” says the report.
Internet room nights, sourced from consumer online transactions on third-party websites powered by the GDS and Online Distribution Database (ODD), showed a gain of 3.5% compared to the second quarter of 2006.

Hotel bookings through electronic channels are on pace to surpass TravelCLICK’s projection of 120 million room nights this year. Electronic bookings and ADR continue strong year-over-year growth in nearly every segment and top destination market. Luxury hotel room nights reserved through travel agents increased almost 11% and surpassed $384 per night in ADR.

Other trends:

u Travelers continue to book short trips. The average length of stay for the second quarter 2007 was 2.09 nights, similar to last year’s 2.08 nights.

u “While travel agent and Internet generated bookings continue to grow, it’s the luxury segment that is the top performer,” said John Hach, vice president of eMarketing Products at TravelCLICK. Luxury had double digit growth in both room nights booked and average daily rates.

u “The survey results indicate continued steady health for the hotel industry based on electronic distribution performance for the second quarter of 2007,” said TravelCLICK.

Report by David Wilkening

David

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