FeaturedgeneraleHotelier··1 min·For: Owner, GM, Revenue, Marketing
Direct Hotel Guests Return at Nearly 4x Rate of OTAs
A study of 2.2 million European hotel guests reveals that direct bookers return at nearly four times the rate of OTA guests while generating 35% higher first-stay revenue. The data highlights a steep retention liability for properties overly dependent on third-party channels.
Key Takeaways
- 1Direct-booking guests have a 5.1% return rate compared to just 1.3% for OTA guests.
- 2First-stay revenue is 35% higher for direct guests (€379 vs. €280) before factoring in commission costs.
- 3Direct-acquired guests account for 68% of repeat stays despite representing only 35% of initial bookings.
Source: eHotelier
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