Hospitality website marketing
statistics
- Online bookings will account for 20% of
all hotel reservations by 2005 (PhoCus Wright).
- There was a 49% increase in online hotel sales
in 2002
- 57% of online travel bookers purchase
hotel rooms (Travel Industry Association of America)
- 32 million households will spend 39% of
their travel budgets online equaling $49.7 billion (Forrester
Research)
- Hotel bookings are expected to surge from
$5 billion (2001) to $14.8 billion in 2007.
- In 2002-2003, 52% of all online bookings
are direct-sale, to be competitive your hotel must book at
least 52% of internet sales directly through your website
(as opposed to 3rd party wholesalers and travel agents) to
prevent brand and price erosion.
Statistics show that within the next 3 years, online
bookings will account for 20% of the hotel reservations made
(PhoCus Wright, Inc). They go on to report that, in 2002, 57%
of online travel bookers, booked hotel rooms. Forrester Research
states that by 2007, over 32 million households will spend 39%
of their travel budgets online, equaling more than $49.7 billion.
We also know that there
are three types of internet shoppers, (1) Brand Loyal shoppers
using brand websites (2) Non-loyal
shoppers who utilize intermediaries such as the discount/wholesalers,
and (3) Geographical shoppers who utilize search engines, location
guides, directories, etc to gather information – Are you
targeting each of these shoppers?
It is the hotel’s challenge to
be at every point of contact for each of these three types
of shoppers.
In order to be competitive, hotels should strive for a ratio
of
52:48 Direct Sales (brand website) to Indirect Sales (wholesale/discount/TA
sites). Those hotels, such as yours, that have the for-sight
to
proactively and aggressively pursue internet business will be
rewarded with increased occupancy, market share and revenues.
Contact
me for more information on how
your website can produce more bookings and revenue for you!
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