Hotels seem to be doing a better job of driving consumers directly to their websites from search engines. Of the top 10 brands, six show an increase for actual confirmed direct bookings in May 2017, compared with the year-ago month, according to a study released Tuesday.
In fact, Marriott International brands show the highest volume of direct site bookings for May 2017 at 26.21%, up from 25.13 in May 2016. Wyndham shows the highest year-on-year increase, up 6.76%, respectively.
The Hitwise report—"Hotel Bookings Inspire: Direct Hotel vs. OTAs, Who is Converting"—analyzes website traffic and bookings for online travel agencies.
Hilton Hotels, Choice Hotels, Starwood and Hyatt Hotels and Resorts have increased direct bookings, whereas St. Regis Hotels, Best Western, Sheraton, and InterContinental Hotel Group have declined.
Although a small hotel chain, Country Inn & Suites took .050% of clicks and relied on OTAs for 10.21% of click-through bookings.
Hitwise also ran a list of the top 15 hotel brands consumers have stayed at within the past 12 months, based on a panel of survey data. Here are the top seven. Hilton took the No. 1 spot with 10.6% market share, followed by Marriott with 10.5%; Best Western, 9.9%; Holiday Inn, 9.3%; Hampton Inn, 9%; Courtyard by Marriott, 8%; and Comfort Inn, 7%.
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