Online Hotel Bookings Continue Shift To Supplier Sites
According to comScore’s recent study on the US online travel industry, supplier websites account for 72% of online hotel spend as of first quarter 2008, a 3% point increase in dollar share from the previous year. Hotel market share through online travel agency sites (e.g. Expedia and Orbitz) is now 28%, 3% points down from a year ago.
The increase in dollar share among supplier sites is being driven by several economy brands, such as Best Western (up 1.2 points) and Choice Hotels (up 0.6 points). Marriott, which includes both economy and premium brands, experienced the most significant increase of 1.3 points. Meanwhile, online travel agency sites lost dollar share as consumers booked directly on the supplier sites.
What implications does this have for the online travel booking websites?
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- The great advertising shift
Filed under: Business
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