Direct hotel bookings surge for Oceania in 2024
STAAH unveils top hotel distribution channels in Oceania: Direct bookings and OTA dominance
Leading hotel technology company, STAAH, has released its much-anticipated list of distribution channels that generated the highest booking revenues for hotels across Oceania, including New Zealand, Australia, and the Pacific Islands.
Direct bookings gain momentum
One of the standout revelations is the growing prominence of direct bookings through STAAH SwiftBook, which secured the number two spot in New Zealand and number three in Australia. This highlights the increasing investment hotels are making in their websites, booking engines, and specialist conversion tools.
John Clune, Director of Sales for STAAH in Australia, noted, “We’re living in a new era of hotel guests—travellers who are more evolved in their 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.”
OTA dominance remains unshaken
Despite gains in direct bookings, online travel agencies (OTAs) continue to dominate hotel distribution, thanks to their extensive reach and robust marketing budgets. Booking.com maintained its lead as the top revenue-generating channel in both New Zealand and Australia.
Key movements in New Zealand
In New Zealand, notable shifts include the rise of STAAH GDS, which climbed four spots to rank fifth. Tourplan, catering to tour operators and destination management companies, and Trip.com made their debut appearances on the country’s top channel list. However, Airbnb saw a decline, dropping six spots to tenth.
Australia’s leading channels
Australia’s distribution landscape mirrored New Zealand, with Booking.com leading the pack. Expedia and Agoda made significant gains, securing the second and fourth positions, respectively. New entrants to the Australian list included Hotelbeds and Trip.com, while STAAH GDS emerged as the biggest gainer in the market.
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