2023 has seen a very strong recovery in gross revenue from online channels. Despite some slowdowns in the corporate sector and an ongoing recovery in certain regions, the overall demand within the hospitality industry has remained strong.
**Direct booking share is growing faster **
The direct revenue share increased from 23.6% in 2019 to 29.5% in 2023,
a growth of 24% over the same time period.
This consistent increase in direct bookings highlights a shift in consumer behaviour that began during the pandemic. At that time, it was hypothesised that travellers showed a preference for booking directly with hotels due to a greater sense of trust established through direct communication, more flexible cancellation policies, and a clearer understanding of the hotels’ anti-COVID-19 measures (see our report). However, the continuation of this trend beyond the pandemic suggests other influencing factors, possibly the growing positive impact of online advertising strategies.
2023 has seen a very strong recovery in gross revenue from online channels. Despite some slowdowns in the corporate sector and an ongoing recovery in certain regions, the overall demand within the hospitality industry has remained strong.
**Direct booking share is growing faster **
The direct revenue share increased from 23.6% in 2019 to 29.5% in 2023,
a growth of 24% over the same time period.
This consistent increase in direct bookings highlights a shift in consumer behaviour that began during the pandemic. At that time, it was hypothesised that travellers showed a preference for booking directly with hotels due to a greater sense of trust established through direct communication, more flexible cancellation policies, and a clearer understanding of the hotels’ anti-COVID-19 measures (see our report). However, the continuation of this trend beyond the pandemic suggests other influencing factors, possibly the growing positive impact of online advertising strategies.
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