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!