The global hotel industry’s leading cloud platform, SiteMinder, has revealed the 15 booking channels that generated the greatest revenue for hotels in South Africa and other key tourism destinations in 2017. The lists are based on the 72 million hotel reservations that passed through SiteMinder’s channel management solution during the year to produce US$21.53 billion (ZAR331.17 billion) in gross revenue for the company’s 28,000 hotel customers around the world.
Reaffirming the value of having a diversified hotel distribution strategy, the lists of the top-performing booking channels once again feature a range of both B2B and household consumer channels – from OTAs to hotel websites, wholesalers and global distribution systems.
“These lists are testament to the incredible, material impact that a broad distribution strategy, which caters to a diverse business mix from various feeder markets, can have on a hotel’s bottom line,” says SiteMinder’s managing director, Mike Ford.
“They also prove the enormous – and growing – value of direct and corporate bookings, with hotel websites and global distribution systems featuring in almost every list this year. Additionally, we see that hotels continue to look to the wholesaler sector as an important provider of guests, with a number of the world’s leading bed banks featuring in every list globally.”
Speaking on the top performers in South Africa, Lisa Horne, General Manager – South Africa at SiteMinder, adds: “The appearances of channels such as Tablet Hotels and HotelsCombined on the list show the growing value of travellers from both the USA and Australia to the South African hotel market. Indeed, the USA is now the country’s second-largest source of inbound tourist arrivals while Australia is the sixth-largest. However, it’s clear South African hotels need not only attract international travellers, but also domestic travellers, with locally-based channels such as followme2AFRICA and SafariNow.com making the list – as well as Tourplan, used by major operators.”
South Africa’s top 15 booking channels collectively contributed 87 percent of all revenue that passed through SiteMinder’s channel manager for hotels in the country in 2017, proving their effectiveness in attracting, reaching and converting today’s consumer.
The top 15 revenue-generating booking channels for hotels in South Africa were:
3. Hotel websites (direct bookings)
8. Global distribution systems
10. HRS – Hotel Reservation Service
11. Hostelworld Group
14. Tablet Hotels
15. Exclusively Hotels (Total Stay).
To view the top 15 lists in other tourism destinations, visit www.SiteMinder.com/news.