The OTA channel experienced the largest jump in bookings, with a 13.6 percent increase in the third quarter compared to last year. Brand.com, increased year-over-year by 5.3 percent. The GDS (Global Distribution System, used by travel agents) grew 3.7 percent. Hotel Direct (calls right to the property and walk-in customers) remained flat (-0.2 percent) and calls to a hotel’s 800-number, the CRO channel, decreased -5.5 percent.
Average daily rates (ADR) in Q3 across all channels grew 3.6 percent compared to last year. The OTA channel had the highest ADR growth with an increase of 8.0 percent. Additional channels that showed growth include: Hotel Direct, up 4.1 percent; GDS up 2.5 percent; CRO up by 3.8 percent and Brand.com up 2.5 percent.
In Q4, OTA ADR is currently tracking ahead by 7.1 percent. ADR for the fourth quarter is also growing for the other channels, up 2.4 percent for the CRO channel, 5.6 percent for the hotel direct channel, 2.6 percent for the GDS channel, and 1.7 percent for Brand.com.