The Power of Online Travel Agencies (OTA): Results of an Online Survey on Hotel Distribution in Germany, Austria and Switzerland for 2011
- 8,460 views
Online distribution for the hotel industry in Germany, Austria and Switzerland (DACH) is becoming increasingly important. On average, today in the DACH region already 27% of bookings are generated ...
Online distribution for the hotel industry in Germany, Austria and Switzerland (DACH) is becoming increasingly important. On average, today in the DACH region already 27% of bookings are generated electronically in real-time through online booking agencies (OTA), hotel websites, global reservation systems (GDS), central reservation systems (CRS) of hotel chains and hotel cooperation or social media platforms. This represents an estimated turnover of over 7.5 billion euros. These are some of the results of a joint survey by the German Hotel Association (IHA), the Austrian Hotel Association (ÖHV) and the Swiss Hotel Association (hotelleriesuisse) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre.
The hotel associations of the three countries have measured for several years now in independent surveys market shares and developments in the respective distribution channels. For the first time, a uniform data set has been established with scientific support in Germany, Austria and Switzerland in order to analyze the overall developments in hotel sales in a transnational context.
According to the study which was conducted between December 2011 and January 2012 and based on the responses of 1,400 hotels in Ger-many, Austria and Switzerland, online travel agencies (OTA) have reached a market share of 19% (D-A-CH). OTAs dominate electronic distribution with the proportion in Germany (20%) exceeding those of Switzerland (16%) and Austria (13%). The trend towards online booking channels is unbroken, while both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) are constantly declining.
Hotel Reservation System (HRS), Hotel.de and Booking.com are the most widely used OTAs in Germany, Austria and Switzerland. Booking.com with 43% in Austria and 53% in Switzerland is the dominant platform in these countries.
- Total Views
- Views on SlideShare
- Embed Views