SiteMinder has unveiled the lists of distribution channels that over the past year brought the highest booking revenue to hotels in Thailand and more than 20 other of the world’s most popular tourism destinations.
The list for Thailand––in line with global trends––reveals a more holistic online commerce strategy, consisting of both new and established methods, is being taken by hotel businesses to reach new customers and produce revenue. This holistic commerce strategy consists of a greater balance between direct and indirect revenue streams, with direct bookings retaining the third position in Thailand—for the second year running—driven by increased investments in booking engines, hotel websites, metasearch, frictionless payments, support from hotel consultants and specialist applications designed for conversion. Globally, direct bookings now rank as one of the top two revenue drivers in more than half (12) of all markets.
This year’s lists also feature 29 new distribution channels, reflecting the current aptitude among hotels to embrace new revenue streams in their pursuit of new customers. In Thailand, Sunhotels by WebBeds and DidaTravel debuted among the Top 12.
Other major findings supporting a greater adoption of a holistic hotel commerce strategy included:
The maintained relevance of regional channels, particularly in locations with ongoing reduced international travel. Channels such as AsiaYo and ezTravel in Asia are new arrivals on SiteMinder’s lists this year. In Thailand, Traveloka grew in popularity, while Trip.com and DidaTravel’s appearances highlight the ongoing importance of
Chinese travellers in Asian markets.
The ongoing importance of wholesalers for many accommodation providers, with leading bedbank Hotelbeds again among the Top 12 in Thailand and in each destination examined. Sunhotels by WebBeds was also a newcomer to SiteMinder’s Thai list.
The consistent performance of global distribution systems, which rose two or more positions in Thailand and six other markets—Asia, Canada, Mexico, the Middle East, the Netherlands and the Philippines.
“We’re living in a new era of hotel guest, dominated by what we’ve identified as the ‘dynamic traveller’ who comes with evolved booking behaviours and preferences. Our data highlights the willingness of hoteliers to adopt both new and established methods to attract these customers, as they pursue a more holistic hotel commerce strategy to sell, market, manage and grow their business,” says SiteMinder’s senior director of global ecosystem, James Bishop.
SiteMinder’s regional vice president of Asia Pacific, Bradley Haines, adds: “As the environment for hotels continues to evolve, it’s pleasing to see hoteliers throughout Thailand embracing a broader range of channels, both direct and indirect, to attract new guests.
“This past year, alongside the continued success of direct bookings, regional channels and wholesalers, we also saw the strengthening performance of Mr & Mrs Smith, which jumped from twelfth as a newcomer in 2020, to the ninth position over the past year, reflecting the ongoing attempts of local businesses to attract travellers with a high net worth and the ability to commit to a greater length of stay. As market conditions change, it’s vital that hoteliers continually analyse and assess their online commerce strategies, and ensure they are educated on the distribution channels proving most effective in securing reservations and revenue for local businesses.”
In Thailand, the Top 12 hotel booking channels in 2021, based on total gross revenue made for all users of SiteMinder’s platform, were:
3. Hotel websites (direct bookings)
4. Expedia Group
8. Global distribution systems
9. Mr & Mrs Smith
10. WebBeds – Destinations of the World
11. WebBeds – Sunhotels