We at THN have just released the first BenchDirect Insights Report, a global hotel study that benchmarks direct channel performance by region in Q2 2021 versus Q1 2021. To shine a light on how today’s hotel direct channel scene looks, the report analyzes the key metrics related to an effective direct booking strategy - from website traffic acquisition and conversion rates to price disparities and visitor profile.
The aim of the report is to share the trends our team observed when analyzing data from BenchDirect, our latest product launch and the industry’s first benchmarking platform focusing on the direct booking channel. Based on anonymized data from our global network of hotel clients, the analysis shows aggregated data from hotel websites and is independent of what technology they use.With this new report, as with the BenchDirect platform, hoteliers can now compare their performance along every step of the booking funnel, going beyond just occupancy and rates. In an effort to support the recovery of the hospitality industry, the report also includes commentary and key takeaways to provide more value and ensure hoteliers are able to use the insights to step up their direct booking channel strategy.
Looking at the evolution from Q1 to Q2 2021, there are some positive signs of recovery for the hotel industry. However, there are also clear opportunities for hotel brands to boost their direct bookings. Below are just a sample of the insights, please read the full report here.
Overall, hotel website traffic increased in Q2 2021 but with around 97% of visitors leaving hotel websites without booking, there is a huge opportunity for hotels to increase their direct bookings by focusing on improving conversion rates. Understanding how your properties are performing compared to the market should be an essential part of every brand’s direct channel growth strategy. BenchDirect provides these benchmarking insights and is FREE for hoteliers, FOREVER.
If you don’t have your account yet, be sure to request it today and join a unique network of 12,000+ hotels worldwide who are already benchdirecting.