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SLH sees drop in percentage of agent bookings
Bookings through travel agents fell from 71% in 2005 to 66% last year for hotel consortium Small Luxury Hotels of the World.
Online bookings are on the rise with nearly 20% of all SLH reservations for 2006 made via its own website, www.slh.com, and an additional 5% coming via other online channels such as Travelocity and Expedia.
“Bookings through travel agents will remain a key part of our business but we expect bookings via www.slh.com will continue to increase,” said a spokeswoman.
SLH believes its web-based Consumer Recognition Programme, The Club, helped drive reservations through its site.
The programme has 40,000 registered members who delivered 28% of all slh.com bookings in 2006 at an average rate of nearly $360 per night.
According to the group’s 2006 figures, overall reservations revenue increased 25%, totalling nearly $90 million for the year.
The consortium added 40 properties last year and now has over 400 hotels.
While London and Paris continue to deliver the highest revenue, hotels in Germany, Italy (specifically Florence and Venice), Ireland and Thailand showed significant improvement.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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