Direct hotel bookings and reservations through GDSs were some of the top revenue makers for hotels in South Africa in 2022, according to the latest global Hotel Booking Trends report by SiteMinder.
SiteMinder reveals its annual list of the sources responsible for the highest share of booking revenue to hotels in a 12-month period each year. In South Africa, Booking.com topped the list for hotel revenue in 2022, with direct bookings on hotel websites second, and Expedia third.
The results are based on 100 million reservations through SiteMinder’s hotel and commerce programmes.
GDS bookings were up in 47% of SiteMinder’s markets, including SA, which SiteMinder said reflected the recovery of business travel and group bookings (which, in turn also reflects the massive revival of travel agency business during the COVID-19 recovery). SiteMinder said: “Austrian, Colombian, French, German, Irish, Mexican, Portuguese, South African and Spanish hoteliers all saw the GDS climb up their Top 12 (revenue makers) list in 2022. As business travel and group booking travel accelerates, it is an important period for hoteliers not currently connected to the GDS to explore whether it is the right solution for them.”
SiteMinder also reported an increase in length of stay in 2022, worldwide. Stays booked via tour operators were also generally longer in 2022 compared with direct bookings and globally, the average daily rate jumped 24% year-on-year.
SiteMinder put the average hotel room rate at US$177 (R3 204) in 2022, 19% more than the 2019 average. December was the most profitable month for properties in the Southern hemisphere.
“With prices rising and value for money seen as more critical to a growing number, it is essential that every business understands how their pricing positions them, knows what channels are performing most effectively, and is making decisions based on intelligent, real-time data, rather than guesswork,” said SiteMinder.
Keeping that in mind, SiteMinder said the analysis of 2022 bookings showed hotels that promoted their property on five or more channels could increase bookings by 40%; “by broadening channel coverage, properties naturally reach a wider range of potential guests”.
The company said another noteworthy trend in South Africa specifically was that Hotelbeds (the fourth largest channel for revenue) climbed up three positions from its spot on the 2019 list.
“Travel is evolving, changing the way that guests discover and book hotels online,” the report concluded. “Hotel websites remained in second place in 2022, three positions ahead of 2019, highlighting the ability of South African hotels to create confidence via their website as international travel returned.”
SiteMinder’s top-12 hotel booking revenue markers for South Africa in 2022 were:
- Booking.com
- Hotel websites (direct bookings)
- Expedia (which SiteMinder rated the platform to watch for future lists)
- Hotelbeds
- GDSs
- Agoda
- followme2Africa
- TourPlan
- Wilderness Window (new on the list)
- Airbnb
- Thompsons Holidays
- Mr & Ms Smith
