Hotel and Online Travel Agency Direct Booking Winners and Losers in 5 Charts
Photo Credit: The battle for hotel bookings between hotels and online travel agencies is as intense as it ever has been. The last year has basically been a standoff. Hilton
Skift Take
Expedia and Booking.com, which each doubled Marriott's TV advertising spend over the last year, are still growing like weeds despite hotels' direct-booking campaigns. That makes for a tough environment for hoteliers, although some brands will do better than others.
Editor's Note: In July, Hitwise provided Skift with online travel agency and hotel market share data as of May 2017 that Hitwise now concedes was flawed. Hitwise recently provided us with updated data that purport to show the online travel agencies actually gained more share (2.96 percent compared with a 1.16 percent gain, as previously reported), and hotel share fell more (3.87 percent versus 2.55 percent).
In addition, the revised HItwise data show the gap in online travel agency versus hotel market share tallies (58.28 percent versus 41.72 percent, respectively) was narrower than initially reported below.
Even the new Hitwise data, though, is incomplete because it does not capture all the bookings for Starwood brands, but merely tracks bookings through Starwoodhotels.com, for example. Finally, as previously noted, the Hitwise data does not record in-app bookings or corporate bookings completed through private servers.
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With all the hoopla over
