Online distribution has become an important channel for the European hotel industry. On average, we estimate that in 2013 already more than one out of five overnights was generated by Online Booking Agencies (OTA), mainly through Priceline (booking.com, Agoda), Expedia (incl. hotels.com, Venere) and HRS (incl. hotel.de, Tiscover) which together account for nearly 90% of this market.
These are some of the results of a joint survey conducted between January and April 2014 by 26 European hotel associations coordinated by HOTREC, the umbrella association of Hotels, Restaurants and Cafés in Europe, in collaboration with the Institute of Tourism (ITO) of the University of Applied Sciences and Arts Western Switzerland Valais (HES-SO Valais) in Sierre.
The Institute of Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais-Wallis) in Sierre conducted an online survey with the support of the Swiss hotel association (hotelleriesuisse) in order to get insights into the distribution trends in the hospitality sector. The online survey for the reference year 2014 was conducted in January 2015 among 2000 member hotels of hotelleriesuisse. The results presented here are based on responses from 265 hotels all over Switzerland. This corresponds to a response rate of 13%
Results of a new distribution study in the hospitality sector: One out of seven hotel bookings in Switzerland made on Priceline’s booking.com in 2012
Online distribution is becoming increasingly important for the hotel industry in Switzerland. On average, today in Switzerland already 30% 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, hotel cooperation and social media platforms. This represents an estimated turnover of over 1.1 billion francs. These are some of the results of a joint survey by the Swiss Hotel Association (www.hotelleriesuisse.ch) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre (www.hevs.ch).
According to the study which was conducted between December 2012 and January 2013 and based on the responses of over 200 hotels in Switzerland, online travel agencies (OTA) reached a market share of 20.9% in 2012, an increase of 5% compared to 2011. They have multiplied their market shares in the last five years. Meanwhile, both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) have constantly declined. In 2012, only 62% of the bookings in Switzerland were generated via direct sales channels, against 75% in previous years.
Booking.com is the most frequently used OTA in Switzerland. According to our data, its market share among OTA increased from 53% to 67%. The absolute market share (with respect to all channels) of booking.com is 14.8%, meaning that every seventh booking in the Swiss hospitality sector is generated by this player. Hotel Reservation System (HRS), GHIX and Expedia are other important players in this domain.
The total amount of commissions paid to intermediaries by Swiss hotels add up to estimated 194 million francs of which 124 million francs were spent for commission payments to online channels. OTAs represent the largest part with an estimated 104 million francs.
Approximately 40% of the questioned hoteliers used mobile sales channels in in 2012 compared to about one-third in 2011. Companies active in mobile distribution used websites adapted to mobile internet more often as opposed to specific apps.
Online distribution has become an important sales channel for the Swiss hotel industry. Overall, nearly 40% of overnights are generated real-time through online channels (OTA, GDS, IBE).
OTAs are clearly dominant (27.3% of overnights compared to 20.6% in 2015). They have multiplied their market shares in the last few years and seem to grow continuously. The strong increase of OTAs is likely due to the technological advantage (e.g. mobile booking) and online marketing efforts undertaken by the three major market players (Priceline, Expedia, HRS) to strengthen their presence (e.g. Priceline spent $ 3.5 billion on performance marketing in 2016).
Direct bookings (telephone, fax, walk-ins, e-mail, Web form) without intermediaries are still the dominant channels in 2015 for hotels in Switzerland, even though their proportion has been steadily decreasing for a couple of years.
In 2015, 60.7% of the overnights in Switzerland were generated via direct sales channels, compared with 63.7% in 2013.
Traditional booking channels such as telephone, letter or fax, as well as sales through tourism partners (travel agencies, tourism boards) have been declining for 10 years, although the process is progressing slowly.
Market share of tourism organisations has continually decreased and is situated in 2015 at 2.1% of the overnights in Switzerland compared to 2.5% overnights in 2013 (back in 2002, nearly 10% of bookings were made through tourism organisations).
The share of real time bookings on hotels’ own websites generated 7.5% of overnights in 2015.
Online distribution has become an important channel for the Swiss hotel industry. Overall, nearly one third of overnights are generated real-time through online channels (OTA, GDS). OTAs are clearly dominant (20.6% of overnights). They have multiplied their market shares in the last few years and seem to grow continuously.
27% of the hotels generate more than 30% of overnights via OTA and every sixth hotel has OTA sales of more than 40% of overnights underlining the strong dependency of many operators in Switzerland on these intermediaries.
The Institute of Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais-Wallis) in Sierre conducted an online survey with the support of the Swiss hotel association (hotelleriesuisse) in order to get insights into the distribution trends in the hospitality sector. The online survey for the reference year 2014 was conducted in January 2015 among 2000 member hotels of hotelleriesuisse. The results presented here are based on responses from 265 hotels all over Switzerland. This corresponds to a response rate of 13%
Results of a new distribution study in the hospitality sector: One out of seven hotel bookings in Switzerland made on Priceline’s booking.com in 2012
Online distribution is becoming increasingly important for the hotel industry in Switzerland. On average, today in Switzerland already 30% 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, hotel cooperation and social media platforms. This represents an estimated turnover of over 1.1 billion francs. These are some of the results of a joint survey by the Swiss Hotel Association (www.hotelleriesuisse.ch) in collaboration with the Institute for Tourism of the University of Applied Sciences Western Switzerland Valais (HES-SO Valais) in Sierre (www.hevs.ch).
According to the study which was conducted between December 2012 and January 2013 and based on the responses of over 200 hotels in Switzerland, online travel agencies (OTA) reached a market share of 20.9% in 2012, an increase of 5% compared to 2011. They have multiplied their market shares in the last five years. Meanwhile, both traditional direct sales and sales generated by tourism partners (e.g. travel agencies, tourism organizations) have constantly declined. In 2012, only 62% of the bookings in Switzerland were generated via direct sales channels, against 75% in previous years.
Booking.com is the most frequently used OTA in Switzerland. According to our data, its market share among OTA increased from 53% to 67%. The absolute market share (with respect to all channels) of booking.com is 14.8%, meaning that every seventh booking in the Swiss hospitality sector is generated by this player. Hotel Reservation System (HRS), GHIX and Expedia are other important players in this domain.
The total amount of commissions paid to intermediaries by Swiss hotels add up to estimated 194 million francs of which 124 million francs were spent for commission payments to online channels. OTAs represent the largest part with an estimated 104 million francs.
Approximately 40% of the questioned hoteliers used mobile sales channels in in 2012 compared to about one-third in 2011. Companies active in mobile distribution used websites adapted to mobile internet more often as opposed to specific apps.
Online distribution has become an important sales channel for the Swiss hotel industry. Overall, nearly 40% of overnights are generated real-time through online channels (OTA, GDS, IBE).
OTAs are clearly dominant (27.3% of overnights compared to 20.6% in 2015). They have multiplied their market shares in the last few years and seem to grow continuously. The strong increase of OTAs is likely due to the technological advantage (e.g. mobile booking) and online marketing efforts undertaken by the three major market players (Priceline, Expedia, HRS) to strengthen their presence (e.g. Priceline spent $ 3.5 billion on performance marketing in 2016).
Direct bookings (telephone, fax, walk-ins, e-mail, Web form) without intermediaries are still the dominant channels in 2015 for hotels in Switzerland, even though their proportion has been steadily decreasing for a couple of years.
In 2015, 60.7% of the overnights in Switzerland were generated via direct sales channels, compared with 63.7% in 2013.
Traditional booking channels such as telephone, letter or fax, as well as sales through tourism partners (travel agencies, tourism boards) have been declining for 10 years, although the process is progressing slowly.
Market share of tourism organisations has continually decreased and is situated in 2015 at 2.1% of the overnights in Switzerland compared to 2.5% overnights in 2013 (back in 2002, nearly 10% of bookings were made through tourism organisations).
The share of real time bookings on hotels’ own websites generated 7.5% of overnights in 2015.
Online distribution has become an important channel for the Swiss hotel industry. Overall, nearly one third of overnights are generated real-time through online channels (OTA, GDS). OTAs are clearly dominant (20.6% of overnights). They have multiplied their market shares in the last few years and seem to grow continuously.
27% of the hotels generate more than 30% of overnights via OTA and every sixth hotel has OTA sales of more than 40% of overnights underlining the strong dependency of many operators in Switzerland on these intermediaries.
HOTREC, the European umbrella association of hotels, restaurants and cafés, conducted together with the University of Applied Sciences of Western Switzerland Valais (HEV-SO Valais-Wallis) its biennial study on the European hotel distribution market. Results, based on observations from over 3400 hotels across Europe, show that the dependency of hotels on online platforms continues to increase, while the share of direct bookings decreases:
- The share of direct bookings has decreased across Europe by over 4 percentage points from 57,6% in 2013 to 52% in 2017 (weighted results including data from hotel chains).
- The share of OTAs in hotel room bookings increased by over 6% points, i.e. from 19,7% to 26%, over the last 4 years.
- The biggest player in the Online Travel Agent (OTA) market is still Booking Holding, which further increased its dominance compared to 2015 and reached a market share of 66%
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.
UNWTO Report: Online guest reviews and hotel classification sytemsDavid Vicent
Very nice report about the relationship between online reputation and the classic hotel classification system perception nowadays. Are the 3* Hotels where 3* Experiences happen? . The main importance of demand perception among our offer.
The proliferation of online travel-related content is changing
how consumers book and research travel. Before making an
online hotel reservation, consumers visit on average almost
14 different travel-related sites with about three visits per site, and carry out nine travel-related searches on search engines.
Official hotel classifications are often used by consumers as a filter mechanism in the booking process, with guest reviews being used to make a final selection among a smaller group of hotels.
Sample report: Global Online Accommodation Booking Market 2018yStats.com
Free Report Samples for our publication "Global Online Accommodation Booking Market 2018".
Find the full 2021 report available for purchase at: https://bit.ly/3MYYLgF
Travel Insurance in Europe and Global Trends in Distribution Channel UsageIntelligo Consulting
Size and growth rates of the travel insurance market in Europe: is the recession over?
Product segmentation: how do key markets segment between stand-alone and packaged policies, or between annual and single-trip policies?
Distribution trends: which are the key channels and interfaces in major European markets?
Who are the key providers of travel insurance?
Sample Report: Global Online Accommodation Booking Market 2019 by yStats.comyStats.com
Questions Covered in the report:
- What is the size of the online hotel booking market worldwide in 2019?
- What are the leading hotel distribution channels in various countries?
- Which top trends are influencing the development of online accommodation booking?
- How many people in different countries book travel accommodation online?
- How popular are accommodation sharing platforms among global online consumers?
Full report here: https://bit.ly/3PaorZq
Market Intelligence Report: UK Online Travel & Tourism 2012John McCambley
The findings from Stickyeyes' Online Travel & Tourism insights report, which has been making headlines, reveals how the top 100 brands are performing in online search.
Attached is the executive summary.
Presentation done by Noelia Oses, Jon Kepa Gerrikagoitia and Aurkene Alzua-Sorzabal, during "Dynamic pricing" workshop, of the ENTER2015 eTourism conference.
Presentation done by Marc Bertschinger, during "Swiss eTourism Day - Relevant Swiss eMarketing Practices in Tourism: The Tourism Destination Perspective" of the ENTER2015 eToursim conference
Conjointement avec l’Institut Tourisme de la Haute école spécialisée de Suisse occidentale Valais (HES-SO Valais-Wallis), HotellerieSuisse a interrogé les hôtels suisses entre janvier et février 2021 sur leurs canaux de distribution. Les résultats montrent que les plates-formes de réservation en ligne (OTA) sont presque parvenues à conserver leurs parts de marché malgré la crise, ce qui illustre bien leur pouvoir de marché. Parallèlement, les hôtels suisses ont connu un élan de numérisation et investi dans les infrastructures et les processus numériques en 2020.
HotellerieSuisse hat in Zusammenarbeit mit dem Institut Tourismus der Fachhochschule Westschweiz Wallis (HES-SO Valais-Wallis) zwischen Januar und Februar 2021 Schweizer Hotels zu ihren Vertriebskanälen befragt. Die Resultate zeigen, dass Online-Buchungsplattformen (OTA) trotz Krisenjahr ihre Marktanteile praktisch halten konnten. Dies verdeutlicht ihre Marktmacht. Gleichzeitig haben Schweizer Hotels einen Digitalisierungsschub erlebt und 2020 in die digitale Infrastruktur und Prozesse investiert.
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Similar to European Hotel Distribution Study: The Rise of Online Intermediaries. Special Focus Switzerland
HOTREC, the European umbrella association of hotels, restaurants and cafés, conducted together with the University of Applied Sciences of Western Switzerland Valais (HEV-SO Valais-Wallis) its biennial study on the European hotel distribution market. Results, based on observations from over 3400 hotels across Europe, show that the dependency of hotels on online platforms continues to increase, while the share of direct bookings decreases:
- The share of direct bookings has decreased across Europe by over 4 percentage points from 57,6% in 2013 to 52% in 2017 (weighted results including data from hotel chains).
- The share of OTAs in hotel room bookings increased by over 6% points, i.e. from 19,7% to 26%, over the last 4 years.
- The biggest player in the Online Travel Agent (OTA) market is still Booking Holding, which further increased its dominance compared to 2015 and reached a market share of 66%
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.
UNWTO Report: Online guest reviews and hotel classification sytemsDavid Vicent
Very nice report about the relationship between online reputation and the classic hotel classification system perception nowadays. Are the 3* Hotels where 3* Experiences happen? . The main importance of demand perception among our offer.
The proliferation of online travel-related content is changing
how consumers book and research travel. Before making an
online hotel reservation, consumers visit on average almost
14 different travel-related sites with about three visits per site, and carry out nine travel-related searches on search engines.
Official hotel classifications are often used by consumers as a filter mechanism in the booking process, with guest reviews being used to make a final selection among a smaller group of hotels.
Sample report: Global Online Accommodation Booking Market 2018yStats.com
Free Report Samples for our publication "Global Online Accommodation Booking Market 2018".
Find the full 2021 report available for purchase at: https://bit.ly/3MYYLgF
Travel Insurance in Europe and Global Trends in Distribution Channel UsageIntelligo Consulting
Size and growth rates of the travel insurance market in Europe: is the recession over?
Product segmentation: how do key markets segment between stand-alone and packaged policies, or between annual and single-trip policies?
Distribution trends: which are the key channels and interfaces in major European markets?
Who are the key providers of travel insurance?
Sample Report: Global Online Accommodation Booking Market 2019 by yStats.comyStats.com
Questions Covered in the report:
- What is the size of the online hotel booking market worldwide in 2019?
- What are the leading hotel distribution channels in various countries?
- Which top trends are influencing the development of online accommodation booking?
- How many people in different countries book travel accommodation online?
- How popular are accommodation sharing platforms among global online consumers?
Full report here: https://bit.ly/3PaorZq
Market Intelligence Report: UK Online Travel & Tourism 2012John McCambley
The findings from Stickyeyes' Online Travel & Tourism insights report, which has been making headlines, reveals how the top 100 brands are performing in online search.
Attached is the executive summary.
Presentation done by Noelia Oses, Jon Kepa Gerrikagoitia and Aurkene Alzua-Sorzabal, during "Dynamic pricing" workshop, of the ENTER2015 eTourism conference.
Presentation done by Marc Bertschinger, during "Swiss eTourism Day - Relevant Swiss eMarketing Practices in Tourism: The Tourism Destination Perspective" of the ENTER2015 eToursim conference
Conjointement avec l’Institut Tourisme de la Haute école spécialisée de Suisse occidentale Valais (HES-SO Valais-Wallis), HotellerieSuisse a interrogé les hôtels suisses entre janvier et février 2021 sur leurs canaux de distribution. Les résultats montrent que les plates-formes de réservation en ligne (OTA) sont presque parvenues à conserver leurs parts de marché malgré la crise, ce qui illustre bien leur pouvoir de marché. Parallèlement, les hôtels suisses ont connu un élan de numérisation et investi dans les infrastructures et les processus numériques en 2020.
HotellerieSuisse hat in Zusammenarbeit mit dem Institut Tourismus der Fachhochschule Westschweiz Wallis (HES-SO Valais-Wallis) zwischen Januar und Februar 2021 Schweizer Hotels zu ihren Vertriebskanälen befragt. Die Resultate zeigen, dass Online-Buchungsplattformen (OTA) trotz Krisenjahr ihre Marktanteile praktisch halten konnten. Dies verdeutlicht ihre Marktmacht. Gleichzeitig haben Schweizer Hotels einen Digitalisierungsschub erlebt und 2020 in die digitale Infrastruktur und Prozesse investiert.
En janvier-février de cette année, l’Institut de Tourisme (ITO) de la HES-SO Valais-Wallis a renouvelé sa désormais traditionnelle enquête en ligne auprès des organisations touristiques (OT) suisses pour la 5ième fois depuis 2015. Ainsi, la continuité de la démarche permet d’effectuer des comparaisons entre les différentes années et d'identifier les principales tendances. Outre le recours aux médias sociaux, la présente étude s'est également penchée sur l'utilisation des données dans les organisations touristiques suisses pour l’année de référence 2018. Le sondage a été effectué en ligne et 108 organisations y ont répondu (sondages précédents – 2018 : 118, 2017 : 124, 2016 : 49, 2015 : 42).
Im Januar-Februar dieses Jahres führte das Institut für Tourismus (ITO) der HES-SO Valais-Wallis bereits zum 5. Mal seit 2015 eine Online Umfrage bei Schweizer Tourismusorganisationen (TO) durch. Die kontinuierliche Durchführung erlaubt es Vergleiche zwischen den verschiedenen Jahren herzustellen und potentielle Trends zu identifizieren. Als Ergänzung zu den vorherigen Jahren wurde in der aktuellen Studie neben dem Einsatz von Social Media ebenfalls die Nutzung von Daten in Schweizer Tourismusorganisationen fürs Referenzjahr 2018 erhoben. Die Umfrage wurde online durchgeführt und von 108 Organisationen beantwortet (2018: 118, 2017: 124, 2016: 49, 2015: 42).
Les canaux de réservation en ligne continuent de gagner du terrain dans l’hôtellerie suisse. Cette progression profite aux sites de réservation (OTA) comme Booking Holding et Expedia, qui ont généré 28% des nuitées l’année dernière. Chaque hôtel en Suisse paie chaque année aux OTA un volume de commissions estimé à 61'000 francs en moyenne.
Die Online- Buchungskanäle in der Schweizer Hotellerie wachsen weiterhin. Davon profitieren die Online- Buchungsportale (OTA) wie Booking Holding und Expedia, welche im letzten Jahr 28% der Logiernächte generierten. Die durchschnittliche jährliche Kommissionszahlung der Schweizer Hotels an OTAs liegt dabei bei geschätzten 61’000 CHF pro Hotel.
Im Auftrag des Staatssekretariats für Wirtschaft SECO haben die Professoren Roland Schegg und Michael Fux vom Institut Tourismus mit Autoren der Universitäten St. Gallen und Bern und der Fachhochschule Luzern, einen Bericht zu verschiedenen Bereichen und Aspekten der Digitalisierung im Tourismus verfasst. Diese Arbeit ist eine der vielen Bausteine rund um das Thema Digitalisierung in der Schweiz und nimmt hierbei ausdrücklich eine perspektivische Sichtweise auf den Themenkomplex «Tourismus und Digitalisierung» ein.
Facebook reste le réseau social le plus utilisé dans les organisations touristiques – OT (99 % des organisations interrogées). À la deuxième place se trouve Instagram (87%) suivi de YouTube (66%) et Twitter (65%) respectivement.
L‘intensité d‘utilisation des réseaux sociaux en général est sensiblement plus forte chez les grandes OT que chez les petites ou moyennes OT.
Les réseaux sociaux sont principalement utilisés pour l‘amélioration de l‘image de marque des destinations (95%) et pour l‘engagement et l‘interaction (76%) avec la clientèle potentielle. À la troisième position est mentionnée le marketing des produits et services (67%) tandis que la création du trafic pour les sites web (46%) est à la 4ième place. Les réseaux sociaux engendrent au moment 3.4% du trafic sur les sites web.
Malgré une exploitation répandue des réseaux sociaux et des canaux en ligne par les touristes, les ressources utilisées chez les OT semblent toujours modestes, même si le moyens dès 2014 sont en hausse.
Le budget alloué au marketing pour les moteurs de recherche (Google Adwords etc.) en 2017 était de 17’600 CHF (60’800 CHF pour les grandes OT), tandis que le budget alloué pour des campagnes de marketing sur les médias sociaux (Facebook, Instagram, etc.) était de 19’300 CHF (71’800 CHF pour les grandes OT).
Le temps consacré aux réseaux sociaux était de 13.4h hebdomadaires en 2017 quand il était de 12.4h en 2016, 10h en 2015 et de 9h en 2014.
La majorité des DMO suisses (85%) déclarent avoir adapté leur site web en responsive design (faculté du site web à s’adapter au terminal de lecture). Presqu’un tiers des sondés ont développé une application mobile.
Les QR codes (64%), les CRM (55%), les DMS (53%), la géolocalisation (45%) et la vidéo 360° (45%) sont les technologies les plus utilisées par les DMO suisses.
L’installation du Wi-Fi est partielle. Encore peu de destination le rende disponible sur l’intégralité du territoire.
La question des données, dans leur récolte et traitement, reste posée. La moitié des DMO récolte certaines données pour segmenter ses clientèles.
Facebook bleibt die mit Abstand am meisten genutzte Social Media Plattform in Schweizer Tourismusorganisationen (99% der befragten Organisationen). An zweiter Stelle kommt Instagram (87%), gefolgt von YouTube (66%) und Twitter (65%).
Die generelle Nutzungsintensität der Social Media ist bei grossen Tourismusorganisationen (TO) deutlich grösser als bei kleinen und mittleren TO.
Die Social Media werden hauptsächlich zur Verbesserung des Markenimages der Destination (95%) und des Engagements/der Interaktion (76%) mit potenziellen Kunden eingesetzt. An dritter Stelle wird das Marketing von Produkten und Dienstleistungen (67%) genannt während die Generierung von Traffic für Websites (46%) auf Platz 4 liegt. Social Media generieren derzeit 3,4% des Website-Traffics der befragten TO.
Trotz einer weit verbreiteten Nutzung von Social Media und Online-Kanälen bei Touristen, scheinen die eingesetzten Ressourcen 2017 bei den TO immer noch bescheiden zu sein, auch wenn die Mittel seit 2014 zugenommen haben.
2017 betrug das Budget für das Suchmaschinenmarketing (Google Adwords etc.) CHF 17'600 (CHF 60'800 für grosse TO), während das Budget für Social Media Kampagnen (Facebook, Instagram etc.) CHF 19'300 (CHF 71'800 für grosse TO) betrug.
2017 wurde in den TO durchschnittlich 13,4 Stunden pro Woche den sozialen Netzwerken gewidmet gegenüber 12,4 Stunden im Jahr 2016, 10 Stunden im Jahr 2015 und 9 Stunden im Jahr 2014.
Die Mehrheit der Schweizer TO geben an, ein responsive Webdesign (die Fähigkeit einer Website, sich an das benutzte Endgerät anzupassen) zu verwenden. Fast ein Drittel der Befragten gibt an, eine mobile Applikation entwickelt zu haben.
QR-Codes (64%), CRM (55%), DMS (53%), Geolokalisierung (45%) und 360° Videos (45%) werden von Schweizer TO am häufigsten verwendet.
Eine breite Wi-Fi Abdeckung ist nur begrenzt vorhanden. Es gibt noch immer wenige Destinationen, die es für das gesamte Territorium anbieten.
Die Frage der Datenerhebung und -verarbeitung bleibt bestehen. Die Hälfte der TO sammelt bestimmte Daten, um ihren Kundenkreis zu segmentieren.
Our findings show that by far the most important
goal of museums’ social media activities is to gain
reach and awareness (96%). Engagement (64%) and
conversion goals (54%) follow in second and third
place.
• Comparing the strategic goals of the museums with
the social media contents that they are ultimately
posting on their platforms, similar results were
detected: It is striking that museums are focusing on
'information' posts.
• In terms of supports used to present information on
social media, the findings showed that the content
of most of the museums’ posts is presented through
images/ pictures and text.
Facebook & YouTube appear to be the
most adopted social media platforms
among public transport enterprises in
Switzerland with 80% respectively 84%.
• 53% of interviewees mentioned using
Facebook on a weekly base while 20% say
to post at least once per day.
L’essor des plateformes de réservation en ligne (OTA) est constant. Le grand gagnant est Booking.com qui ne cesse d’asseoir sa position dominante dans le domaine, aux dépens des autres acteurs en ligne. Quant aux réservations directes, elles ont bénéficié en 2017 d’un léger regain d’intérêt auprès de la clientèle.
Ces résultats ressortent de l’enquête annuelle sur la situation de distribution et des ventes dans l’hôtellerie suisse que réalise l’Institut de Tourisme de la HES-SO Valais-Wallis avec le soutien d‘hotelleriesuisse. Les résultats présentés reposent sur les réponses fournies par 270 hôtels du pays interrogés en ligne entre janvier et février 2018.
Das Wachstum der Online-Buchungsportale (OTA) bleibt ungebrochen. Davon profitiert jedoch vor allem Booking.com und baut auf Kosten der anderen OTA die marktbeherrschende Stellung im Online-Buchungsbereich weiter aus. Auch Direktbuchungen wurden im Jahr 2017 wieder geringfügig vermehrt genutzt.
Diese Ergebnisse gehen aus der jährlichen Befragung zur Vertriebssituation in der Schweizer Hotellerie des Instituts für Tourismus der HES-SO Valais-Wallis hervor, die von hotelleriesuisse unterstützt wird. Die vorliegenden Resultate basieren auf Antworten von 270 Hotels in der Schweiz, die zwischen Januar und Februar 2018 online befragt wurden.
Cette enquête réalisée par l’Observatoire Valaisan du Tourisme en février 2017 s’inscrit dans la continuité de deux enquêtes similaires précédemment menées en mars 2015 et en mai 2016 (années de référence 2014 et 2015). Elle cherche à comprendre l’usage fait des médias sociaux dans les organisations touristiques (OT) suisses ainsi que d’identifier les ressources qui leurs sont attribuées. L’enquête a été administrée en ligne à 205 OT helvétiques. Les résultats présentés dans ce rapport se basent sur les réponses obtenues de 124 organisations (taux de réponse de 60 %).
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European Hotel Distribution Study: The Rise of Online Intermediaries. Special Focus Switzerland
1. Institute of Tourism
Page 1
European Hotel Distribution Study: The Rise of
Online Intermediaries
Special Focus Switzerland
July 4, 2014
Prof. Roland Schegg
Institute of Tourism, HES-SO Valais
(Sierre, Switzerland)
roland.schegg@hevs.ch
2. Institute of Tourism
Page 2
Executive Summary (I)
• Online distribution has become an important channel for the
European hotel industry. On average, we estimate that in 2013
already more than one out of five overnights was generated by
Online Booking Agencies (OTA), mainly through Priceline
(booking.com, Agoda), Expedia (incl. hotels.com, Venere) and
HRS (incl. hotel.de, Tiscover) which together account for nearly
90% of this market.
• In Switzerland, the market share of OTAs (in terms of overnights) is
19.4% with Priceline dominating (relative market share of 70.1%)
followed by Expedia (9.9%) and HRS (9.8%).
• Overall online intermediaries (OTA, GDS and others) generate
25% of overnights in Europe according to our estimation.
• In Switzerland, these actors account for 22.5% of the generated
overnights.
3. Institute of Tourism
Page 3
Executive Summary (II)
• Whereas more than 5 out of 10 overnights are realized by direct
bookings between guests and hotels, traditional intermediaries
(e.g. travel agency, tour operator) generate 16.5% of overnights
in Europe. However, tourism organizations play only a minor role
in hotel distribution with 1.35% of overnights.
• In Switzerland, direct bookings are stronger than in Europe with
nearly two thirds (63.7%) of overnights coming through these
channels. Tourism organisations (local to national) account for 2.5%
of overnights.
4. Institute of Tourism
Page 4
Executive Summary (III)
• The European hotel market is characterized by an important
proportion of small and medium-sized hotel (SME) enterprises,
mainly in the budget to mid-class segment.
o Survey results suggest that the smaller the hotel property the
higher the OTA share. In Switzerland, the highest OTA market
shares (22.5%) can be observed for hotels with 20-50 rooms,
whereas hotels with more than 100 rooms have OTA shares of
less than 12%.
o As expected hotels with 1-3 stars have significant higher OTA
shares compared to luxury hotels (4-5 stars). In Switzerland, the
2* hotels have OTA market share of 22% and 3* hotels of 20.3%
whereas 4* hotels have an OTA share of 17.8% and 5* hotels of
10.8%.
5. Institute of Tourism
Page 5
• The majority (51%) of European hotels in the survey manage
rates and availability in a manual way. The use of channel
managers and hotel software is clearly higher in 4-5* hotels
than in other types of hotels.
o In Switzerland, the proportion of hotels managing manual
channels in a manual way is lower (44.1%) when compared to the
overall European results. The use of a channel manager is
observed in 44% of properties compared to 36% on a European
level.
Executive Summary (IV)
6. Institute of Tourism
Page 6
• Having an own website (94%) and providing free Wi-fi for
guests (74%) are the most popular ICT features used by the
surveyed European hotels. A Facebook page is used by 71% of
the hotels whereas an Internet Booking Engine (IBE) on the own
hotel website is present in 59% of the properties.
o In Switzerland, observed trends in the use of ICT are similar to
those in European hotels. Free Internet access is a bit higher
(80.6%) and Facebook use a bit lower (62.7%) compared with
European hotels.
Executive Summary (V)
7. Institute of Tourism
Page 7
• Only one out of two hotels is using mobile booking channels.
The proportion of hotels without a mobile distribution strategy
is much higher in the 1-3* hotels than in the 4-5* segment.
o In Switzerland, 48% of hotels have no mobile distribution
options. Whereas 31% of Swiss respondents have a mobile
version of the website, only 8% have an own mobile app.
Executive Summary (VI)
8. Institute of Tourism
Page 8
• On the European level, half of the hotels (46%) do not know
the integration options with travel meta-search engines
whereas one out of five knows it but does not see the
business case. The number of hotels not knowing meta-
search integration is clearly above 50% for 1-3* hotels
whereas with 4* (39%) and 5* properties (24%) this
proportion is much smaller.
o In Switzerland, the situation is similar. 45% of hotels do not
know interface options with the meta-search engines and only
30% have a permanent connection with the popular players in
this field (i.e. mainly TripAdvisor and Trivago).
Executive Summary (VII)
9. Institute of Tourism
Page 9
Executive Summary (V)
• These are some of the results of a joint survey conducted
between January and April 2014 by 26 European hotel
associations coordinated by HOTREC, the umbrella association
of Hotels, Restaurants and Cafés in Europe, in collaboration
with the Institute of Tourism (ITO) of the University of Applied
Sciences and Arts Western Switzerland Valais (HES-SO Valais) in
Sierre.
• Results are based on responses from 2’298 individual hotels
and complementary data from 5 hotel chains in Germany
comprising nearly 600 hotels.
• In Switzerland, the survey is based on the results of 279
responses.
11. Institute of Tourism
Page 11
The survey: background
• In order to draw a more precise picture of the current situation
of distribution (online as well as offline) within the European
hotel industry, especially in relation to the role of online travel
agencies (OTA), HOTREC, the umbrella association of Hotels,
Restaurants and Cafés in Europe, has decided to conduct an
online survey together with hotel associations from 26
countries across Europe for the reference year 2013.
• In Switzerland, hotelleriesuisse and Gastrosuisse have
supported the study.
12. Institute of Tourism
Page 12
The questionnaire
• The online questionnaire asked for market shares of different
direct and indirect distribution channels (in terms of
overnights) as well as the specific market shares of the OTAs
(such as Booking.com, Expedia, and HRS).
Switzerland: The previous editions of the survey since 2002 asked
for booking shares. This change in methodology has to be taken
into account when comparing results with previous surveys.
• Further questions queried how hoteliers manage online
distribution channels and how they use information and
communication technologies (ICT).
• The final part comprises questions covering characteristics of
the hotel property (star rating, the size of the hotel in terms of
rooms offered, amount of overnight stays, its location, main
target group, etc.)
13. Institute of Tourism
Page 13
The survey administration
• The questionnaire was translated in 19 languages with the help
of the respective national hotel organizations.
• The links to the different language versions of the online
questionnaire were published on an isolated web page (not
accessible by the normal website visitor) on the website of
HOTREC (www.hotrec.eu).
• The survey was addressed to the member hotels of the
different hotel associations and conducted between February
and April 2014. The collected data cover the reference year
2013.
• The different hotel associations contacted their members
either by email or through newsletters. Some associations
published a link on their own website. For these cases a specific
“public” link has been created.
14. Institute of Tourism
Page 14
Methodological remarks:
sampling
• Sample size: Response rates by country vary strongly in the survey
which totals 2298 overall responses:
o Generally, results based on less than 30 observations are not reliable.
o Depending on the size of the hotel population in a country and sampling
distribution, results based on less than 100 observations have still to be
interpreted with some caution.
• In Germany, in addition to the responses of 597 individual hotels from
the survey, aggregated data of 5 hotel chains totaling 596 hotels
could be integrated into the survey data set for some of the questions.
This results in a total of 1193 participating hotels for this country.
• In Switzerland, the survey is based on the results of 279 responses.
• As not all hotels have answered all the questions, the indicated total
number of observations changes from one question to another.
15. Institute of Tourism
Page 15
• Measure of accuracy
o A confidence interval gives an estimated range of values which is likely
to include an unknown population parameter, the estimated range
being calculated from a given set of sample data. (Definition from Valerie
J. Easton and John H. McColl's Statistics Glossary v1.1). -> A confidence
interval tell you the most likely range of the unknown population
average.
o We used the bootstrap approach with a 95% confidence interval: This
gives the probability that the interval produced by the bootstrap method
includes the true value of the parameter in the population.
Methodological remarks:
confidence intervals
16. Institute of Tourism
Page 16
• Estimations of market shares on an European level are based
on a weighted average values:
In order to estimate market shares of distribution channels and OTAs on an
European level, country-specific data serve as input.
Given the varying size of hotel markets in the HOTREC member countries,
we estimate a weighted average value for market share estimations on an
European level. This approach means that the overall European estimate is
not biased by a high number of observations in specific countries.
A weighted average is the summation of variables (country-specific
averages), each of which are multiplied by their relative weight.
The relative weights in our case are the respective overnights for each
country in the sample.
For countries with insufficient number of observations and hence limited
validity of country-specific estimates, the overall weighted mean from
countries with more robust data is used.
Methodological remarks:
weighted averages
17. Institute of Tourism
Page 17
597279
279
159
102
85
79
77
73
67
60
56
55
54
39
36
35
33
33
26
20
18
18
8
6
4
0 100 200 300 400 500 600
Germany
Switzerland
Greece
Spain
Italy
Czech Republic
Belgium
Hungary
Denmark
Finland
Austria
Turkey
Norway
France
Luxembourg
Slovakia
Latvia
Portugal
Ireland
Croatia
Estonia
Sweden
Cyprus
Malta
Netherlands
Lithuania
Number of survey responses
by country (total n=2’298)
In Germany, 5 hotel chains with 596 hotels and 82’129 rooms
have provided additional data for some of the questions
(distribution channels and /or relative market shares of OTAs) of
the survey.
18. Institute of Tourism
Page 18
Response rates by country
Country
Nbr of responses
survey
Number of hotels and
similar (Eurostat)
Response rate on overall
number of hotels in country
Number of hotels
[national stats]
Response rate on hotels in
country [national stats]
Austria 60 13203 0.5% 5732 1.0%
Belgium 79 1771 4.5% 1932 4.1%
Croatia 26 878 3.0% 648 4.0%
Cyprus 18 799 2.3% 225 8.0%
Czech Republic 85 4672 1.8% 2300 3.7%
Denmark 73 515 14.2% 864 8.4%
Estonia 20 390 5.1% 140 14.3%
Finland 67 839 8.0% 839 8.0%
France 54 17189 0.3% 17189 0.3%
Germany (only survey) 597 35511 1.7% 21186 2.8%
Germany (survey and data from
chains)
1193 35511 3.4% 21186 5.6%
Greece 279 9665 2.9% 9667 2.9%
Hungary 77 2094 3.7% 904 8.5%
Ireland 33 2945 1.1% 814 4.1%
Italy 102 33728 0.3% 33728 0.3%
Latvia 35 247 14.2% 239 14.6%
Lithuania 4 397 1.0% 382 1.0%
Luxembourg 39 249 15.7% 235 16.6%
Malta 8 150 5.3% 135 5.9%
Netherlands 6 3155 0.2% 2246 0.3%
Norway 55 1102 5.0% 1102 5.0%
Portugal 33 2028 1.6% 1324 2.5%
Slovakia 36 1473 2.4% 647 5.6%
Spain 159 19532 0.8% 14785 1.1%
Sweden 18 2003 0.9% 1200 1.5%
Switzerland 279 5191 5.4% 5191 5.4%
Turkey 56 8000 0.7% 2870 2.0%
19. Institute of Tourism
Page 19
• Overall, the following main observations can be made with
regard to the sample characteristics:
o Hotel Classification – 3 and 4 star hotels make up 60% of the classified
hotels (76% of the whole sample).
o Size – The average size of the hotels in the sample is 37 rooms (median
value), yet one hotel of five has between 10 and 19 rooms and 40% have
less than 30 rooms.
o Overnights – nearly 40% of the hotels generated between 2’000 and
10’000 overnights during 2013. Based on precise data from every second
hotel a median value of 10’700 overnights can be determined.
o Customer segment – The leisure segment is the dominant target group
for 52% of hotels, followed by business clients for 36% of properties
o Location – 42% of hotels are in towns with less than 10’000 inhabitants
o Management – 70% of hotels are individual properties whereas 16%
belong to a hotel chain and 11% to a hotel cooperation.
Summary of sample
characteristics (Europe)
20. Institute of Tourism
Page 20
Sample characteristics in
Switzerland (star classification)
0%
10%
20%
30%
40%
50%
60%
70%
1* 2* 3* 4* 5*
hotel population
sample
22. Institute of Tourism
Page 22
Market shares of distribution
channels in Europe 2013:
unweighted overall sample
Confidence intervals are stated at the 95% confidence level. Market shares in % of overnights.
Based on results from all 26 countries
Unweighted overall sample: n=2'221
Market
share
Direct - Phone 21.10 20.5 21.7
Direct - Mail / fax 3.14 2.8 3.5
Direct - Walk-In (persons without reservation) 5.96 5.6 6.3
Direct - Contact form on own website (without availabilty check) 6.12 5.6 6.6
Direct - Email 16.12 15.5 16.8
Direct - real time booking over own website with availabilty check 6.92 6.5 7.3
Destination Marketing Organization (DMO) / trade associations 1.03 0.8 1.2
National Tourism Organization (NTO) 0.62 0.5 0.7
Tour operator / Travel agency 9.61 8.9 10.3
Hotel chains and cooperations with CRS 1.35 1.2 1.6
Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) 2.84 2.6 3.1
Event and Congress organizer 1.93 1.8 2.1
Online Booking Agency (OTA) 19.25 18.5 20.1
Globale Distributionssysteme (GDS) 2.04 1.8 2.3
Social Media Channels 0.48 0.4 0.6
other distribution channels 1.46 1.46 1.1 1.8
59.36
1.65
15.73
21.77
confidence interval
(bootstrap)
23. Institute of Tourism
Page 23
Market shares of distribution
channels in Europe 2013:
weighted sample
Based on results of 25 countries (data from hotel chains in Germany not included). Market
shares in % of overnights.
Weighted overall sample: n=2'169
Market
share
Direct - Phone 19.41
Direct - Mail / fax 2.66
Direct - Walk-In (persons without reservation) 5.79
Direct - Contact form on own website (without availabilty check) 5.50
Direct - Email 14.91
Direct - real time booking over own website with availabilty check 7.67
Destination Marketing Organization (DMO) / trade associations 0.95
National Tourism Organization (NTO) 0.39
Tour operator / Travel agency 9.59
Hotel chains and cooperations with CRS 1.63
Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) 3.54
Event and Congress organizer 1.74
Online Booking Agency (OTA) 22.50
Globale Distributionssysteme (GDS) 1.89
Social Media Channels 0.42
other distribution channels 1.40 1.40
55.94
1.35
16.50
24.81
24. Institute of Tourism
Page 24
Market shares of distribution
channels 2013: Switzerland
Unweighted sample: n=272
Market
share
Direct - Phone 20.6 18.9 22.3
Direct - Mail / fax 2.2 1.8 2.6
Direct - Walk-In (persons without reservation) 5.9 5.0 6.7
Direct - Contact form on own website (without availabilty check) 6.4 5.1 7.6
Direct - Email 21.2 19.7 22.7
Direct - real time booking over own website with availabilty check 7.5 6.2 8.8
Destination Marketing Organization (DMO) / trade associations 1.4 1.1 1.6
National Tourism Organization (NTO) 1.1 0.8 1.4
Tour operator / Travel agency 4.6 3.6 5.5
Hotel chains and cooperations with CRS 1.3 0.7 1.8
Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) 2.7 1.7 3.7
Event and Congress organizer 1.5 1.1 2.0
Online Booking Agency (OTA) 19.4 17.7 21.1
Globale Distributionssysteme (GDS) 2.8 1.9 3.7
Social Media Channels 0.3 0.1 0.4
other distribution channels 1.3 1.3 0.8 1.8
63.7
2.5
10.0
22.5
confidence
interval (bootstrap)
Confidence intervals are stated at the 95% confidence level. Market shares in % of overnights
25. Institute of Tourism
Page 25
Trends in Booking Channels in
Swiss Hotels 2002-2013
Attention: Market shares in % of bookings for 2002-2012 and in %
of overnights in 2013 !
0% 10% 20% 30% 40% 50%
Tradit. channels (telephone, fax, letter, walk-in)
E-mail
Online Travel Agency (OTA)
Hotel website (form & realtime booking)
Tour operators / TA & Wholesaler
Tourism organisations (DMO)
Event and conference organizers
Global distribution systems - GDS
Other channels
Hotel chain & affiliation with CRS
Social media channels
2013 (n=279)
2012 (n=200)
2011 (n=196)
2010 (n=211)
2009 (n=198)
2008 (n=184)
2006 (n=100)
2005 (n=94)
2002 (n=202)
26. Institute of Tourism
Page 26
Trends in Booking Channels in
Swiss Hotels 2006-2013
0% 10% 20% 30% 40%
Tradit. channels (telephone, fax, letter, walk-in)
E-mail
Online Travel Agency (OTA)
Reservation form (Website)
Tour operators / TA & Wholesaler
Realtime booking (own website)
Tourism organisations (DMO)
Event and conference organiszers
Global distribution systems - GDS
Other channels
Hotel chain & affiliation with CRS
Social media channels 2013 (n=279)
2012 (n=200)
2011 (n=196)
2010 (n=211)
2009 (n=198)
2008 (n=184)
2006 (n=100)
Attention: Market shares in % of bookings for 2006-2012 and in % of
overnights in 2013 !
27. Institute of Tourism
Page 27
Distribution Trends in the Swiss
Hotel Sector 2002-2013
0% 10% 20% 30% 40% 50%
Traditional distribution (telephone, fax,
letters, walk-ins, others)
Electronic request (e-mail, booking form)
Online booking (GDS, IDS/OTA, direct
booking on hotel website, hotel chains
with CRS, social media)
Tourism partners (tour operators, DMO
national-local, event & conference
organizers, others)
2013 (n=279)
2012 (n=200)
2011 (n=196)
2010 (n=211)
2009 (n=198)
2008 (n=184)
2006 (n=100)
2005 (n=94)
2002 (n=202)
Attention: Market shares in % of bookings for 2002-2012 and in % of
overnights in 2013 !
28. Institute of Tourism
Page 28
Market shares per country of
online intermediaries
Source: http://www.brackenrothwell.com/services/intermediary-business
29. Institute of Tourism
Page 29
OTA market shares
in %
Less than 30 observations -> weak validity of mean value, less than 10 values -> no validity. For
Germany the weighted mean between individual and branded hotels is used.
7.1
9.1
10.0
11.1
11.8
11.8
12.0
12.1
12.4
15.2
15.3
15.4
16.3
18.1
19.1
19.4
20.1
20.9
21.3
21.7
22.5
22.8
23.7
24.8
26.0
27.9
31.2
0 5 10 15 20 25 30 35
Slovakia (35)
Norway (55)
Lithuania (4)
Finland (66)
Croatia (26)
Sweden (17)
Malta (7)
Turkey (52)
Cyprus (17)
Latvia (33)
Ireland (33)
Austria (58)
Greece (266)
Czech Republic (82)
Hungary (76)
Switzerland (272)
Luxembourg (39)
Germany (966)
Portugal (30)
Spain (153)
Europe (weighted)
Denmark (73)
Estonia (19)
France (49)
Netherlands (5)
Belgium (78)
Italy (101)
30. Institute of Tourism
Page 30
OTA market shares with
confidence intervals
in %
Confidence intervals are stated at the 95% confidence level; less than 30 observations -> weak validity
of confidence intervals, less than 10 observations -> no validity. Results of survey sample.
0
5
10
15
20
25
30
35
40
45
lower bound of confidence interval
Mean
upper bound of confidence interval
31. Institute of Tourism
Page 31
Map of OTA market shares in
Europe
As stated in previous slides, market shares for countries with less than 30 observations are of limited value
and are marked with a star
32. Institute of Tourism
Page 32
10.6
11.0
12.6
13.2
13.5
13.6
13.6
16.3
16.9
18.1
18.5
18.6
18.6
19.6
21.4
22.5
23.7
24.0
24.4
25.0
25.4
26.4
27.5
27.6
29.5
29.9
33.3
0 5 10 15 20 25 30 35
Slovakia (35)
Lithuania (4)
Croatia (26)
Finland (66)
Cyprus (17)
Malta (7)
Sweden (17)
Austria (58)
Turkey (52)
Greece (266)
Latvia (33)
Ireland (33)
Norway (55)
Czech Republic (82)
Hungary (76)
Switzerland (272)
Germany (966)
Spain (153)
Portugal (30)
Europe (weighted)
Luxembourg (39)
Netherlands (5)
Denmark (73)
France (49)
Belgium (78)
Estonia (19)
Italy (101)
Market shares of online
intermediaries
OTA
GDS
Social Media
in %
Arithmetic means based on sample data.
Less than 30 observations -> weak validity of results, less than 10 observations -> no validity
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14.9
15.8
16.8
17.6
18.2
19.5
20.7
23.7
23.8
24.6
25.6
27.7
28.3
31.0
31.3
32.1
32.9
33.6
34.6
34.6
36.0
38.0
39.4
39.7
39.8
40.5
42.8
0 5 10 15 20 25 30 35 40 45
Slovakia (35)
Lithuania (4)
Cyprus (17)
Croatia (26)
Malta (7)
Sweden (17)
Finland (66)
Turkey (52)
Austria (58)
Greece (266)
Latvia (33)
Czech Republic (82)
Hungary (76)
Norway (55)
Switzerland (272)
Germany (966)
Ireland (33)
Portugal (30)
Europe (weighted)
Luxembourg (39)
Spain (153)
Netherlands (5)
Denmark (73)
Estonia (19)
France (49)
Italy (101)
Belgium (78)
Market shares of real-time
online booking channels
Online Intermediaries (OTA, GDS,
SM) + IBE on hotel website
in %Arithmetic means based on sample data.
Less than 30 observations -> weak validity of results, less than 10 observations -> no validity
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Arithmetic means based on sample data.
Less than 30 observations -> weak validity of results, less than 10 observations -> no validity
4.4
6.3
7.0
9.5
9.6
10.0
10.7
11.0
11.8
12.4
12.8
16.1
16.3
17.0
18.4
19.2
19.9
23.9
24.3
27.9
30.2
30.8
33.1
35.1
37.2
51.7
56.4
0 10 20 30 40 50 60
Sweden (17)
Belgium (78)
Netherlands (5)
Denmark (73)
France (49)
Switzerland (272)
Germany (966)
Austria (58)
Slovakia (35)
Norway (55)
Finland (66)
Luxembourg (39)
Italy (101)
Europe (weighted)
Ireland (33)
Hungary (76)
Czech Republic (82)
Portugal (30)
Greece (266)
Latvia (33)
Spain (153)
Lithuania (4)
Croatia (26)
Estonia (19)
Turkey (52)
Malta (7)
Cyprus (17)
Market shares of traditional
intermediaries
Tour operator / Travel agency
Hotel chains and cooperations with CRS
Wholesaler
Event and Congress organizer
in %
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Arithmetic means based on sample data.
Less than 30 observations -> weak validity of results, less than 10 observations -> no validity
0.2
0.4
0.4
0.7
0.7
0.7
0.7
0.8
0.9
1.1
1.2
1.3
1.3
1.3
1.4
1.5
1.6
1.6
1.7
2.0
2.4
2.4
2.5
2.5
3.5
4.1
4.6
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Croatia (26)
Netherlands (5)
Spain (153)
Slovakia (35)
Italy (101)
Estonia (19)
Norway (55)
Lithuania (4)
Czech Republic (82)
Portugal (30)
Cyprus (17)
Germany (966)
Europe (weighted)
Greece (266)
Belgium (78)
Hungary (76)
Denmark (73)
Ireland (33)
France (49)
Latvia (33)
Turkey (52)
Luxembourg (39)
Switzerland (272)
Finland (66)
Sweden (17)
Austria (58)
Malta (7)
Market shares of DMO
channels
in %
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Market shares per country on
direct hotel channels
Source: http://www.managedserviceproviders.biz/
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Arithmetic means based on sample data.
Less than 30 observations -> weak validity of results, less than 10 observations -> no validity
27.0
28.3
32.8
41.7
43.6
49.1
49.9
50.3
52.4
53.9
54.9
55.3
55.8
56.7
58.0
58.7
58.7
59.4
61.2
63.7
66.2
63.7
67.6
68.3
69.8
70.1
74.7
0 10 20 30 40 50 60 70 80
Malta (7)
Cyprus (17)
Estonia (19)
Turkey (52)
Spain (153)
Italy (101)
Portugal (30)
Latvia (33)
Croatia (26)
Luxembourg (39)
Greece (266)
Europe (weighted)
Lithuania (4)
Hungary (76)
Czech Republic (82)
France (49)
Denmark (73)
Ireland (33)
Belgium (78)
Switzerland (272)
Netherlands (5)
Germany (966)
Austria (58)
Norway (55)
Finland (66)
Slovakia (35)
Sweden (17)
Market shares of direct booking
channels
- Phone
- Mail / fax
- Walk-In
- Contact form on own
website
- Email
- Real time booking over
own website
in %
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Arithmetic means based on sample data.
Less than 30 observations -> weak validity of results, less than 10 observations -> no validity
3.0
3.5
3.8
4.3
4.7
5.0
5.3
5.8
5.9
6.0
6.0
6.2
6.5
6.9
7.2
7.5
7.6
7.8
7.8
7.9
8.1
8.3
8.6
11.1
11.6
12.3
12.4
0 2 4 6 8 10 12 14
Cyprus (17)
Lithuania (4)
Slovakia (35)
Malta (7)
Croatia (26)
Luxembourg (39)
Turkey (52)
Sweden (17)
Hungary (76)
Italy (101)
Greece (266)
Finland (66)
Czech Republic (82)
Latvia (33)
Austria (58)
Switzerland (272)
Estonia (19)
Denmark (73)
Portugal (30)
Europe (weighted)
Germany (966)
Spain (153)
Norway (55)
France (49)
Netherlands (5)
Belgium (78)
Ireland (33)
Market Shares of direct online
real-time booking
Internet Booking Engine
(IBE) on hotel website
in %
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Channel management
(European sample)
51. How do you maintain your rates and availabilities on the online booking
channels?
Response rate: 91.6%
Nbr
Non response 192
on several channels at the same time (channel manager) 828
over an agency 84
over a hotel software or reservation system (CRS interface) 477
manual online 1181
others 18
Total 2298
8.4%
36.0%
3.7%
20.8%
5
0.8%
Based on unweighted (raw) sample data.
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Channel management
(Swiss sample)
51. How do you maintain your rates and availabilities on the online booking
channels?
Response rate: 93.9%
Nbr
Non response 17
on several channels at the same time (channel manager) 123
over an agency 4
over a hotel software or reservation system (CRS interface) 65
manual online 123
others 4
Total 279
6.1%
4
1.4%
23.3%
4
1.4%
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• The majority of hotels in the survey manage rates and
availability in a manual way.
• The use of channel managers and hotel software is clearly
higher in 4-5* hotels than in other types of hotels.
• Size matters: roughly 50% of hotels with more than 50 rooms
use channel managers and/or PMS-CRS systems.
• Hotels in bigger cities (over 50’000 inhabitants) make a more
intense use of channels managers (40-60% of hotels) and
PMS-CRS systems (nearly 30%) than hotels in smaller cities.
• As expected, chain hotels or hotels in cooperation use
channel managers (50% of properties) and PMS-CRS systems
(30-40%) significantly more often than independent hotels
(31% resp. 14%).
Channel management:
summary of overall results
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Use of ICT in hotels (European
sample)
53. Use of new media for the management of you business. Your organisation
has…
Response rate: 97.8%
Nbr
Non response 51
an own website 2160
free Wi-Fi for guests 1799
a Facebook page 1625
an Internet booking system (realtime) on the website 1364
a website which is adapted for smartphones and tablets 978
a modern, up-to-date front office system (PMS), not older than 5 years 844
a Google+ page 640
a YouTube channel 269
an own hotel-specific mobile application 201
an eCRM (electronic customer relationship managment tool) 198
a web-based front office system (Internet based PMS as cloud solution) 174
tablets for guests 139
Total 2298
2.2%
9
78.3%
70.7%
59.4%
42.6%
36.7%
27.9%
11.7%
8.7%
8.6%
7.6%
6.0%
Based on unweighted (raw) sample data.
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Use of ICT in hotels (Swiss
sample)
53. Use of new media for the management of you business. Your organisation
has…
Response rate: 96.8%
Nbr
Non response 9
an own website 263
free Wi-Fi for guests 225
a Facebook page 175
an Internet booking system (realtime) on the website 173
a website which is adapted for smartphones and tablets 133
a modern, up-to-date front office system (PMS), not older than 5 years 132
a Google+ page 75
an eCRM (electronic customer relationship managment tool) 25
a web-based front office system (Internet based PMS as cloud solution) 23
a YouTube channel 23
tablets for guests 22
an own hotel-specific mobile application 21
Total 279
3.2%
80.6%
62.7%
62.0%
47.7%
47.3%
26.9%
9.0%
8.2%
8.2%
7.9%
7.5%
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“ICT use index” by country
ICT use index versus category
ICT use index
Mean
Std
deviation
Median
Austria
Belgium
Croatia
Cyprus
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
Hungary
Ireland
Italy
6.27 2.34 6.00
4.27 1.96 4.00
5.15 2.72 4.50
4.35 1.80 4.00
4.64 1.77 4.50
4.73 1.99 5.00
4.84 1.64 4.00
4.13 1.86 4.00
5.25 2.22 5.00
4.32 2.24 4.00
4.04 1.87 4.00
5.43 2.00 5.00
6.21 1.45 6.00
4.23 1.99 4.00
Latvia
Lithuania
Luxembourg
Malta
Netherlands
Norway
Portugal
Slovakia
Spain
Sweden
Switzerland
Turkey
4.43 1.52 4.00
5.75 2.06 6.00
4.29 1.54 4.00
6.00 3.00 7.00
6.20 1.64 7.00
5.04 1.82 5.00
5.10 2.20 4.50
4.91 1.98 4.00
4.99 2.15 5.00
4.65 1.77 5.00
4.78 2.04 5.00
5.04 2.66 5.00
p = <0.1% ; F = 5.66 ( VS )
The relation is very significant.
elements over (under) represented are coloured.
“ICT use index” = is the sum of the individual ICT
features for a hotel (max value=12)
Based on unweighted (raw) sample data.
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• Having an own website (94%) and providing free Wi-fi for
guests (74) are the most popular ICT features used by the
surveyed hotels
• A Facebook page is used by 71% of the hotels whereas an
Internet Booking Engine (IBE) on the own hotel website is
present in 59% of the properties.
• Classification: As expected higher ranked hotels make
significantly higher use on nearly all ICT features.
• Size of hotels: Hotels with more than 50 rooms show “ICT use
index” of above 5.0 whereas small hotels (<20 rooms) have
values below 4.0.
• Management type: Independent hotels have a significantly
lower use of ICT that chain hotel or hotels in cooperations; the
ICT use index is 4.3 for the former and over 5.3 for the latter.
Use of ICT: summary of overall
results
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• Having an own website (94%) and providing free Wi-fi for
guests (81%) are the most popular ICT features observed in
the surveyed hotels.
• A Facebook page is used by 63% of the hotels (significantly
lower than in European hotel sample) whereas an Internet
Booking Engine (IBE) on the own hotel website is present in
62% of the properties.
• The use of a modern PMS is clearly higher (47%) in Swiss
hotels than in European hotels (37%).
Use of ICT: summary of results
for Switzerland
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• Swiss hotels have an ICT use index (4.78) which is situated in
the mid-range compared to other European countries. The
table below shows that use of ICT is associated with the star
classification.
ICT use index for Switzerland
ICT use index versus category
ICT use index
Mean Std deviation Median
Non response
1*
2*
3*
4*
5*
other category
5.25 1.29 5.50
2.75 2.06 2.50
4.00 1.84 3.50
4.54 2.01 5.00
6.06 1.81 6.00
5.33 2.16 5.00
4.52 2.13 5.00
p = <0.1% ; F = 5.71 ( VS )
The relation is very significant.
elements over (under) represented are coloured.
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Mobile distribution
Source: http://virtuallydirect.wordpress.com/category/mobile-applications/
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Mobile distribution channels
(European sample)
54. Do you use mobile distribution channels?
Response rate: 92.8%
Nbr
Non response 165
Yes, via an own app (hotel, chain or cooperation) 240
Yes, via a mobile version of the hotel website 647
Yes, via 'Same Day Booking Apps' (e.g. JustBook, Hotels Tonight, etc…) 100
No 1146
Total 2298
7.2%
10.4%
28.2%
4.4%
4
Based on unweighted (raw) sample data.
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Mobile distribution channels
(Swiss sample)
Based on unweighted (raw) sample data.
54. Do you use mobile distribution channels?
Response rate: 92.1%
Nbr
Non response 22
Yes, via an own app (hotel, chain or cooperation) 22
Yes, via a mobile version of the hotel website 85
Yes, via 'Same Day Booking Apps' (e.g. JustBook, Hotels Tonight, etc…) 17
No 133
Total 279
7.9%
7.9%
30.5%
6.1%
4
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• Classification: The proportion of hotels with no mobile
distribution strategy is much higher in the 1-3* hotels than in
the 4-5* segment where only one third of hotels are without
mobile distribution.
• Size: Hotels with more than 50 rooms have significantly
fewer hotels without mobile distribution (<44%) than hotels
below 50 rooms (>53%).
• Customer segment: The use of mobile apps is significantly
higher in hotels focusing on the MICE and business
segments.
• Management type: Independent hotels have a much higher
part of hotels without mobile distribution (58%) than chain
hotels (31%) or hotels in cooperation (32%).
Mobile distribution channels:
summary of overall results
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Use of meta-search engines
(European sample)
55. Are your rates and availabilities accessible with a direct junction / interface
with a meta-search engine (e.g. Kayak, etc.) ?
Response rate: 94.0%
Nbr
Non response 138
Yes, with the help of a permanent connection to the own hotel booking system 636
No, this is of no interest for our hotel 459
No, I do not know this option 1065
Total 2298
6.0%
27.7%
20.0%
4
Based on unweighted (raw) sample data.
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Use of meta-search engines
(Swiss sample)
Based on unweighted (raw) sample data.
55. Are your rates and availabilities accessible with a direct junction /
interface with a meta-search engine (e.g. Kayak, etc.) ?
Response rate: 92.8%
Nbr
Non response 20
Yes, with the help of a permanent connection to the own hotel booking system 83
No, this is of no interest for our hotel 51
No, I do not know this option 125
Total 279
7.2%
29.7%
18.3%
4
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Links to meta-search engines
(European sample)
56. If you have a permanent connection, with which meta-search engine do you link
up?
Response rate: 40.6%
Nbr
Non response 1364
Google Hotel Finder 344
Kayak 116
TripAdvisor 659
Trivago 453
Others 92
Total 2298
5
15.0%
5.0%
28.7%
19.7%
4.0%
Based on unweighted (raw) sample data.
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Links to meta-search engines
(Swiss sample)
Based on unweighted (raw) sample data.
56. If you have a permanent connection, with which meta-search engine do you
link up?
Response rate: 39.1%
Nbr
Non response 170
Google Hotel Finder 54
Kayak 10
TripAdvisor 77
Trivago 37
Others 10
Total 279
19.4%
3.6%
27.6%
13.3%
3.6%
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• Nearly half of the hotels do not know the integration options
with travel meat-search engines whereas one out of five
knows it but does not see the business case.
• The number of hotels not knowing meta-search integration is
clearly above 50% for 1-3* hotels whereas with 4* (39%) and
5* properties (24%) this proportion is much smaller.
Meta-search engines: summary
of overall results
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Contact
Prof. Roland Schegg
University of Applied Sciences of Western Switzerland Valais (HES-SO Valais)
School of Management & Tourism
Institute of Tourism (ITO)
TechnoPôle 3
CH-3960 Sierre/Siders, Switzerland
Tel: +41 (0)27 606 90 83
Mail: roland.schegg@hevs.ch
Twitter: @RolandSchegg
LinkedIn: ch.linkedin.com/in/rolandschegg/
Web: www.hevs.ch / www.etourism-monitor.ch
Bachelor of Science HES-SO in Tourism in German, French and English
http://tourism.hevs.ch