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%
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.
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.
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%
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%
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.
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.
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%
Maxsam Partners provides the full spectrum of custom software development services with a focus on enterprise software. We combine our capabilities in best-of-breed software development with proven insight into building business value to help clients unleash the power of technology to transform their businesses. We work to understand your business processes and offer high-impact services to transform legacy applications and systems into modern, cost-efficient solutions.
Expedia Hotel View: www.expediahotelview.co.uk combines Google Street View technology with Expedia's extensive hotel inventory to enable travellers to check out the surrounding area around their hotel as well as viewing hotel rates, reviews and photos. The service aims to help travellers to book with the confidence of knowing exactly what to expect on arrival
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...tnooz
This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
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).
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.
Hotel Booking Analysis Report
"Unlock insights in hospitality with our Hotel Booking Analysis Report slides. Dive into trends, performance metrics, and strategic recommendations. Elevate your hotel management approach and stay competitive."
All documents are reproduced with the permission of the copyrighAzaleeRutledge285
All documents are reproduced with the permission of the copyright owner. Further reproduction or distribution is prohibited without permission.
Please do not reply directly to this email.
annette tyler sent you the following:
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Table of contents
Document 1 of 1
US hotel industry revenue: an ARDL bounds testing approach
Author: Chen, Han1; Chen, Rui2; Shaniel Bernard3; Rahman, Imran31 Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans, New Orleans, Louisiana, USA2 Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, USA3 Department of Nutrition, Dietetics and Hospitality Management, Auburn University, Auburn, USA
Publication info: International Journal of Contemporary Hospitality Management ; Bradford Vol. 31, Iss. 4, (2019): 1720-1743.
Abstract:
Purpose
This study aims to develop a parsimonious model to estimate US aggregate hotel industry revenue using domestic trips, consumer confidence index, international inbound trips, personal consumption expenditure and number of hotel rooms as predictor variables. Additionally, the study applied the model in six sub-segments of the hotel industry – luxury, upper upscale, upscale, upper midscale, midscale and economy.
Design/methodology/approach
Using monthly aggregate data from the past 22 years, the study adopted the auto-regressive distribute lags (ARDL) approach in developing the estimation model. Unit root analysis and cointegration test were further utilized. The model showed significant utility in accurately estimating aggregate hotel industry and sub-segment revenue.
Findings
All predictor variables except number of rooms showed significant positive influences on aggregate hotel industry revenue. Substantial variations were noted regarding estimating sub-segment revenue. Consumer confidence index positively affected all sub-segment revenues, except for upper upscale hotels. Inbound trips by international tourists and personal consumption expenditure positively influenced revenue for all sub-segments but economy hotels. Domestic trips by US residents added significant explanatory power to only upper upscale, upscale and economy hotel revenue. Number of hotel rooms only had significant negative effect on luxury and upper upscale hotel sub-segment revenues.
Practical implications
Hotel operators can make marketing and operating decisions regarding pricing, inventory allocation and strategic management based on the revenue estimation models specific to their segments.
Originality/value
It is the first study that adopted the ARDL bound approach and analyzed the predictive capacity of macroeconomic variables on aggregate hotel industry and sub-segment revenue.
Links:
Full text:
1. Introduction
The tourism industry has positioned itself as one of the nation’s largest employers representing 8.0 per cent of US GDP (World Travel and Tourism Council (WTTC), 2015). The lodging industry, being one of its ...
All documents are reproduced with the permission of the copyrigh.docxdaniahendric
All documents are reproduced with the permission of the copyright owner. Further reproduction or distribution is prohibited without permission.
Please do not reply directly to this email.
annette tyler sent you the following:
Email 1 of 1
Table of contents
1. US hotel industry revenue: an ARDL bounds testing approach
Bibliography
Document 1 of 1
US hotel industry revenue: an ARDL bounds testing approach
Author: Chen, Han1; Chen, Rui2; Shaniel Bernard3; Rahman, Imran31 Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans, New Orleans, Louisiana, USA2 Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, USA3 Department of Nutrition, Dietetics and Hospitality Management, Auburn University, Auburn, USA
Publication info: International Journal of Contemporary Hospitality Management ; Bradford Vol. 31, Iss. 4, (2019): 1720-1743.
ProQuest document link
Abstract:
Purpose
This study aims to develop a parsimonious model to estimate US aggregate hotel industry revenue using domestic trips, consumer confidence index, international inbound trips, personal consumption expenditure and number of hotel rooms as predictor variables. Additionally, the study applied the model in six sub-segments of the hotel industry – luxury, upper upscale, upscale, upper midscale, midscale and economy.
Design/methodology/approach
Using monthly aggregate data from the past 22 years, the study adopted the auto-regressive distribute lags (ARDL) approach in developing the estimation model. Unit root analysis and cointegration test were further utilized. The model showed significant utility in accurately estimating aggregate hotel industry and sub-segment revenue.
Findings
All predictor variables except number of rooms showed significant positive influences on aggregate hotel industry revenue. Substantial variations were noted regarding estimating sub-segment revenue. Consumer confidence index positively affected all sub-segment revenues, except for upper upscale hotels. Inbound trips by international tourists and personal consumption expenditure positively influenced revenue for all sub-segments but economy hotels. Domestic trips by US residents added significant explanatory power to only upper upscale, upscale and economy hotel revenue. Number of hotel rooms only had significant negative effect on luxury and upper upscale hotel sub-segment revenues.
Practical implications
Hotel operators can make marketing and operating decisions regarding pricing, inventory allocation and strategic management based on the revenue estimation models specific to their segments.
Originality/value
It is the first study that adopted the ARDL bound approach and analyzed the predictive capacity of macroeconomic variables on aggregate hotel industry and sub-segment revenue.
Links: Full Text
Full text:
1. Introduction
The tourism industry has positioned itself as one of the nation’s largest employers representing 8.0 pe ...
Presentation done by Marc Bertschinger, during "Swiss eTourism Day - Relevant Swiss eMarketing Practices in Tourism: The Tourism Destination Perspective" of the ENTER2015 eToursim conference
Investigation of the revenue management practices of accommodation establishm...Stanislav Ivanov
This exploratory research paper investigates the revenue management practices of accommodation establishments in Turkey through a survey of the managers of 105 hotels. Specifically the paper looks at the revenue centres, revenue management tools, channel management, performance metrics, revenue management team, software and forecasting methods used by hoteliers. The findings indicate that respondent hoteliers put the emphasis on price discrimination and room availability guarantee and are less likely to apply overcontracting and overbooking. Most of the respondents do not have a revenue manager and do not intend to hire one: revenue management is usually within the responsibilities of the general manager, front office manager or the marketing manager. OTAs, hotel’s website, tour operators and travel agents are the most important distribution channels. The size of the property, its category, location and chain affiliation have significant impact on the degree of application of the various revenue management practice. In general, revenue management is mostly adopted by high category, chain affiliated, urban and seaside hotels with large number of rooms. Managerial implications, limitations and future research directions are discussed as well.
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.
Presentation done by Noelia Oses, Jon Kepa Gerrikagoitia and Aurkene Alzua-Sorzabal, during "Dynamic pricing" workshop, of the ENTER2015 eTourism conference.
Maxsam Partners provides the full spectrum of custom software development services with a focus on enterprise software. We combine our capabilities in best-of-breed software development with proven insight into building business value to help clients unleash the power of technology to transform their businesses. We work to understand your business processes and offer high-impact services to transform legacy applications and systems into modern, cost-efficient solutions.
Expedia Hotel View: www.expediahotelview.co.uk combines Google Street View technology with Expedia's extensive hotel inventory to enable travellers to check out the surrounding area around their hotel as well as viewing hotel rates, reviews and photos. The service aims to help travellers to book with the confidence of knowing exactly what to expect on arrival
Slides for Expedia Media Solutions webinar: Insights into the booking paths o...tnooz
This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.
The purchase path of today's traveler is anything but linear.
Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.
What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?
Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.
The webinar covers:
Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:
Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.
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).
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.
Hotel Booking Analysis Report
"Unlock insights in hospitality with our Hotel Booking Analysis Report slides. Dive into trends, performance metrics, and strategic recommendations. Elevate your hotel management approach and stay competitive."
All documents are reproduced with the permission of the copyrighAzaleeRutledge285
All documents are reproduced with the permission of the copyright owner. Further reproduction or distribution is prohibited without permission.
Please do not reply directly to this email.
annette tyler sent you the following:
Email 1 of 1
Table of contents
Document 1 of 1
US hotel industry revenue: an ARDL bounds testing approach
Author: Chen, Han1; Chen, Rui2; Shaniel Bernard3; Rahman, Imran31 Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans, New Orleans, Louisiana, USA2 Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, USA3 Department of Nutrition, Dietetics and Hospitality Management, Auburn University, Auburn, USA
Publication info: International Journal of Contemporary Hospitality Management ; Bradford Vol. 31, Iss. 4, (2019): 1720-1743.
Abstract:
Purpose
This study aims to develop a parsimonious model to estimate US aggregate hotel industry revenue using domestic trips, consumer confidence index, international inbound trips, personal consumption expenditure and number of hotel rooms as predictor variables. Additionally, the study applied the model in six sub-segments of the hotel industry – luxury, upper upscale, upscale, upper midscale, midscale and economy.
Design/methodology/approach
Using monthly aggregate data from the past 22 years, the study adopted the auto-regressive distribute lags (ARDL) approach in developing the estimation model. Unit root analysis and cointegration test were further utilized. The model showed significant utility in accurately estimating aggregate hotel industry and sub-segment revenue.
Findings
All predictor variables except number of rooms showed significant positive influences on aggregate hotel industry revenue. Substantial variations were noted regarding estimating sub-segment revenue. Consumer confidence index positively affected all sub-segment revenues, except for upper upscale hotels. Inbound trips by international tourists and personal consumption expenditure positively influenced revenue for all sub-segments but economy hotels. Domestic trips by US residents added significant explanatory power to only upper upscale, upscale and economy hotel revenue. Number of hotel rooms only had significant negative effect on luxury and upper upscale hotel sub-segment revenues.
Practical implications
Hotel operators can make marketing and operating decisions regarding pricing, inventory allocation and strategic management based on the revenue estimation models specific to their segments.
Originality/value
It is the first study that adopted the ARDL bound approach and analyzed the predictive capacity of macroeconomic variables on aggregate hotel industry and sub-segment revenue.
Links:
Full text:
1. Introduction
The tourism industry has positioned itself as one of the nation’s largest employers representing 8.0 per cent of US GDP (World Travel and Tourism Council (WTTC), 2015). The lodging industry, being one of its ...
All documents are reproduced with the permission of the copyrigh.docxdaniahendric
All documents are reproduced with the permission of the copyright owner. Further reproduction or distribution is prohibited without permission.
Please do not reply directly to this email.
annette tyler sent you the following:
Email 1 of 1
Table of contents
1. US hotel industry revenue: an ARDL bounds testing approach
Bibliography
Document 1 of 1
US hotel industry revenue: an ARDL bounds testing approach
Author: Chen, Han1; Chen, Rui2; Shaniel Bernard3; Rahman, Imran31 Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans, New Orleans, Louisiana, USA2 Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, USA3 Department of Nutrition, Dietetics and Hospitality Management, Auburn University, Auburn, USA
Publication info: International Journal of Contemporary Hospitality Management ; Bradford Vol. 31, Iss. 4, (2019): 1720-1743.
ProQuest document link
Abstract:
Purpose
This study aims to develop a parsimonious model to estimate US aggregate hotel industry revenue using domestic trips, consumer confidence index, international inbound trips, personal consumption expenditure and number of hotel rooms as predictor variables. Additionally, the study applied the model in six sub-segments of the hotel industry – luxury, upper upscale, upscale, upper midscale, midscale and economy.
Design/methodology/approach
Using monthly aggregate data from the past 22 years, the study adopted the auto-regressive distribute lags (ARDL) approach in developing the estimation model. Unit root analysis and cointegration test were further utilized. The model showed significant utility in accurately estimating aggregate hotel industry and sub-segment revenue.
Findings
All predictor variables except number of rooms showed significant positive influences on aggregate hotel industry revenue. Substantial variations were noted regarding estimating sub-segment revenue. Consumer confidence index positively affected all sub-segment revenues, except for upper upscale hotels. Inbound trips by international tourists and personal consumption expenditure positively influenced revenue for all sub-segments but economy hotels. Domestic trips by US residents added significant explanatory power to only upper upscale, upscale and economy hotel revenue. Number of hotel rooms only had significant negative effect on luxury and upper upscale hotel sub-segment revenues.
Practical implications
Hotel operators can make marketing and operating decisions regarding pricing, inventory allocation and strategic management based on the revenue estimation models specific to their segments.
Originality/value
It is the first study that adopted the ARDL bound approach and analyzed the predictive capacity of macroeconomic variables on aggregate hotel industry and sub-segment revenue.
Links: Full Text
Full text:
1. Introduction
The tourism industry has positioned itself as one of the nation’s largest employers representing 8.0 pe ...
Presentation done by Marc Bertschinger, during "Swiss eTourism Day - Relevant Swiss eMarketing Practices in Tourism: The Tourism Destination Perspective" of the ENTER2015 eToursim conference
Investigation of the revenue management practices of accommodation establishm...Stanislav Ivanov
This exploratory research paper investigates the revenue management practices of accommodation establishments in Turkey through a survey of the managers of 105 hotels. Specifically the paper looks at the revenue centres, revenue management tools, channel management, performance metrics, revenue management team, software and forecasting methods used by hoteliers. The findings indicate that respondent hoteliers put the emphasis on price discrimination and room availability guarantee and are less likely to apply overcontracting and overbooking. Most of the respondents do not have a revenue manager and do not intend to hire one: revenue management is usually within the responsibilities of the general manager, front office manager or the marketing manager. OTAs, hotel’s website, tour operators and travel agents are the most important distribution channels. The size of the property, its category, location and chain affiliation have significant impact on the degree of application of the various revenue management practice. In general, revenue management is mostly adopted by high category, chain affiliated, urban and seaside hotels with large number of rooms. Managerial implications, limitations and future research directions are discussed as well.
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.
Presentation done by Noelia Oses, Jon Kepa Gerrikagoitia and Aurkene Alzua-Sorzabal, during "Dynamic pricing" workshop, of the ENTER2015 eTourism conference.
Sales on online channels grew in Swiss hospitality despite economic downturn in 2009
According our survey many Swiss hotels worked with Internet distribution systems (IDS) during the economic crises trying to gain new customers and to compensate for foreseen losses. This explains the increase of market shares of such platforms. Nevertheless direct booking channels of the hotels are still dominant sales’ forces.
A rough estimation of online sales in the Swiss hotel sector based on data from our survey results in an overall turnover of probably more than 800 Million CHF in 2009 and commission costs of some 80 Million CHF. IDS have significantly increased their market share, from 5.7% in 2008 to 10.6% in 2009. This is probably due to a more active online distribution sales strategy during the economic crises.
Direct booking channels as dominant sales forces
Despite the growth of the IDS, direct booking channels such as telephone, fax, walk-ins, e-mail, Web form on the own website are still dominant for Swiss hotels. The share of these direct bookings decreased between 2008 and 2009 from 75,4 percent to 71,1 percent. On average more than half of all bookings (52,7%) are mediated through electronic channels. 26% of hotels have an own real-time booking system with a direct link to the hotel software (PMS) on their website, but Swiss hotels realize on average only 4.4% of all sales through this channel. Booking.com, Hotel Reservation System (HRS), Switzerland Travel Centre (STC) and destination management systems of local destinations are the most frequently used IDS in the Swiss hospitality sector. On average a Swiss hotels uses 5 IDS channels.
Since 2003 the University of Applied Sciences of Western Switzerland Valais (www.hevs.ch) in collaboration with the Swiss Hotel Association (www.hotelleriesuisse.ch) has conducted regularly surveys in order to monitor the evolution of sales in the different distribution channels. An online questionnaire was sent to over 2’300 members of hotelleriesuisse in January and March 2010 and resulted in 224 valid responses.
Whitepaper: Top hotel industry trends to look out for in 2016Iconsulthotels
An interesting white paper produced by the organisers the Hotel 360 - The Hotel Business Conference about hotel industry trends to watch out for in 2016.
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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Hotel Distribution Study Switzerland: Results for the Reference Year 2015
1. Institute of Tourism
Page 1
Hotel Distribution Study Switzerland:
Results for the Reference Year 2015
May 10, 2016
Roland Schegg
Institute of Tourism, HES‐SO Valais
(Sierre, Switzerland)
roland.schegg@hevs.ch
2. Institute of Tourism
Page 2
Direct distribution important,
but still decreasing
• 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.
3. Institute of Tourism
Page 3
Growing Shares of Online
Distribution Channels
• 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.
4. Institute of Tourism
Page 4
Growing Shares of Online
Distribution Channels
• OTA market shares by hotel segment
5 star hotels have a significant lower OTA share (11%) than all other hotel
categories.
There is only a small difference between business (19.5%) and leisure
(21.6%) hotels.
Hotels in bigger cities (>50’000 inhabitants) tend to have higher OTA
shares (>23%) than hotels in smaller cities and villages (<20%).
Chain hotels have smaller OTA shares (15%) than independent hotels
(20.7) or properties from hotel cooperations (22.4%).
5. Institute of Tourism
Page 5
The OTA‐hotel commercial
relationship
• 95% of the surveyed Swiss hotels say that they have not received any
reductions of OTA commissions since summer 2015.
• Based on responses of 121 hotels, the share of OTA commissions in the
overall cost structure could be estimated. The average OTA distribution
costs are at 9.3% (median value at 6%) which is a substantial proportion
when compared to the 42% costs for the staff. For 31.4% of properties these
costs are between 10% and 20%.
• Nearly two third of hotel owners (64.1%) have seen an increase in
distribution costs in the last 5 years, whereas one third of the respondents
report a stable situation. Actually only 3.2% of the hotels have seen a
decrease in distribution costs.
• The OTA commission rates have been increasing for 37.8% of hotels in our
sample within the last 5 years, whereas 58% report a stable situation.
6. Institute of Tourism
Page 6
On average, we estimate that in 2015 already more than one out of five
overnights was generated by Online Booking Agencies (OTA), mainly
through Priceline (booking.com, Agoda), Expedia (incl. eBookers,
hotels.com, Orbitz, Venere) and HRS (incl. hotel.de, Tiscover) which
together account for 94.1% of this market.
Priceline has 71.3% of the OTA market in Switzerland, Expedia 14.2% and
HRS 8.6%.
• Relative OTA market shares of Priceline, Expedia and HRS in different hotel
segments:
Priceline has higher market shares within the OTA market in leisure
(76.4%) than business (65%) hotels, whereas the situation is the opposite
for HRS (14% business versus 4% leisure) and Expedia (17% business
versus 12% leisure).
HRS (11%) and Expedia (27%) are more popular with chain hotels than
independent hotels, whereas Priceline is more used by independent
hotels (74%) than by chain hotels (57%).
The OTA landscape in Switzerland
7. Institute of Tourism
Page 7
Distribution Technology:
Channel Management
• Two third of Swiss hotels use a channel manager and one third a CRS
system to maintain rates and availabilities in the different distribution
channels.
• Yet nearly one of four hotels (23.5%) still manages distribution channels in a
manual way. This proportion is higher in the 1‐3 star hotels and in
independent hotels than other hotel segments.
• Chain hotels and properties associated with hotel cooperations use mainly
channel managers and/or CRS systems.
• There is no significant difference between business and leisure hotels.
8. Institute of Tourism
Page 8
Distribution Technology:
Meta‐Search Engines
• About half of the hotels have a direct junction / interface with meta‐search
engines such as Kayak or Tripadvisor. Nearly one out five hotels does not
know this option whereas the rest of the respondants is not interested by
this option.
• TripAdvisor (70.1%), Trivago (52.3%) and Google (Hotel Ads) are the main
players in this field.
10. Institute of Tourism
Page 10
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 HOTREC
member countries (e.g. hotelleriesuisse and Gastrosuisse for
Switzerland) across Europe for the reference year 2015.
• In Switzerland, the survey is mainly based on responses from
members of hotelleriesuisse and to a smaller extent on a
sample from GastroSuisse.
11. Institute of Tourism
Page 11
The questionnaire
• The online questionnaire asked for market shares of different
direct and indirect distribution channels (in terms of overnights
as in our former study for the reference year 2013) as well as
the specific market shares of the OTAs (such as Booking.com,
Expedia, and HRS).
• Further questions queried how hoteliers manage online
distribution channels and the use of interfaces with meta‐
search engines.
• 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.)
See annex for a copy of the questionnaire
12. Institute of Tourism
Page 12
Methodological remarks:
sampling
• The Institute of Tourism (ITO) of the University of Applied
Sciences Western Switzerland Valais (HES‐SO Valais) in Sierre
conducted an online survey in order get insights into
distribution trends in the hospitality sector in Switzerland.
• The online survey for the reference year 2015 was conducted in
March‐April 2016 among 1986 member hotels of
hotelleriesuisse and 542 members of Gastrosuisse
• The results presented here are based on 230 responses (206
hotels from hotelleriesuisse members and 24 responses from
Gastrosuisse members). This corresponds to an overall response
rate of 9% (10.4% hotelleriesuisse, 4.4% Gastrosuisse).
• The sample reflects the structure of members of
hotelleriesuisse regarding the classification of hotels.
13. Institute of Tourism
Page 13
• As not all hotels have answered all the questions, the indicated total
number of observations changes from one question to another.
• 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.
o We used: Wessa P., (2015), Bootstrap Plot for Central Tendency (v1.0.14)
in Free Statistics Software (v1.1.23‐r7), Office for Research Development
and Education, URL http://www.wessa.net/rwasp_bootstrapplot1.wasp/
Methodological remarks:
confidence intervals
15. Institute of Tourism
Page 15
Unweighted sample: n=226
Market
share
Direct - Phone 19.9 19.0 20.8
Direct - Mail / fax 2.0 1.7 2.3
Direct - Walk-In (persons without reservation) 4.7 4.3 5.1
Direct - Contact form on own website (without availability check) 5.0 4.4 5.6
Direct - Email 21.6 20.7 22.5
Direct - real time booking over own website with availability check 7.5 6.9 8.0
Destination Marketing Organization (DMO) / trade associations 1.4 1.2 1.6
National Tourism Organization (NTO) 0.7 0.6 0.9
Tour operator / Travel agency 4.6 4.0 5.2
Hotel chains and cooperations with CRS 1.1 0.7 1.5
Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) 2.3 2.0 2.6
Event and Congress organizer 2.3 2.0 2.6
Online Booking Agency (OTA) 20.6 19.5 21.7
Globale Distributionssysteme (GDS) 3.4 2.9 3.8
Social Media Channels 0.4 0.1 0.7
other distribution channels 2.5 2.5 2.2 2.8
60.7
2.1
10.3
24.3
confidence interval
(bootstrap)
Market shares (overnights) of
distribution channels 2015
Confidence intervals are stated at the 95% level. Market
shares in % of overnights.
16. Institute of Tourism
Page 16
Market shares (overnights) of
distribution channels: 2013 vs
2015
Direct - Phone 19.9 20.6 -0.66
Direct - Mail / fax 2.0 2.2 -0.21
Direct - Walk-In (persons without reservation) 4.7 5.9 -1.15
Direct - Contact form on own website (without availabilty check) 5.0 6.4 -1.36
Direct - Email 21.6 21.2 0.39
Direct - real time booking over own website with availabilty check 7.5 7.5 -0.01
Destination Marketing Organization (DMO) / trade associations 1.4 1.4 0.04
National Tourism Organization (NTO) 0.7 1.1 -0.35
Tour operator / Travel agency 4.6 4.6 0.08
Hotel chains and cooperations with CRS 1.1 1.3 -0.17
Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) 2.3 2.7 -0.39
Event and Congress organizer 2.3 1.5 0.77
Online Booking Agency (OTA) 20.6 19.4 1.21
Globale Distributionssysteme (GDS) 3.4 2.8 0.54
Social Media Channels 0.4 0.3 0.07
other distribution channels 2.5 2.5 1.3 1.3 1.21 1.21
24.3 22.5 1.82
2.1 2.5 -0.31
10.3 10.0 0.29
Market share 2015 Market share 2013 DELTA
60.7 63.7 -3.00
Confidence intervals are stated at the 95% level. Market
shares in % of overnights.
17. Institute of Tourism
Page 17
Trends in Booking Channels in
Swiss Hotels 2002‐2015
Attention: Market shares in % of bookings for 2002‐2012
& 2014 and in % of overnights in *2013 and *2015 !
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Direct Bookings (E-mail, telephone…)
Online Travel Agency (OTA)
Tour operators / TA & Wholesaler
Tourism organisations (DMO)
Event and conference organizers
Global distribution systems - GDS
Hotel chain & affiliation with CRS
Social media channels & others
*2015 (n=226)
2014 (n=250)
*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)
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Trends in Booking Channels in
Swiss Hotels 2006‐2015
0% 10% 20% 30% 40% 50% 60% 70% 80%
Tradit. channels (telephone, fax, letter, walk-
in), E-Mail & Web form
Online Travel Agency (OTA)
Tour operators / TA & Wholesaler
Realtime booking (own website)
Tourism organisations (DMO)
Event and conference organiszers
Global distribution systems - GDS
Hotel chain & affiliation with CRS
Social media channels & others
*2015 (n=226)
2014 (n=250)
*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 2002‐2012
& 2014 and in % of overnights in *2013 and *2015 !
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Distribution Trends in the Swiss
Hotel Sector 2002‐2015
60.7%
24.3%
15.0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Direct Bookings (hotel-guest)
Online booking intermediairies (OTA,
GDS, social media)
Tourism partners (tour operators,
wholesaler, DMO national-local, event &
conference organizers, hotel chain,
others) *2015 (n=226)
2014 (n=250)
*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
& 2014 and in % of overnights in *2013 and *2015 !
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Distribution Trends in the Swiss
Hotel Sector 2002‐2015
Attention: Market shares in % of bookings for 2002‐2012
& 2014 and in % of overnights in *2013 and *2015 !
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2002 (n=202)
2005 (n=94)
2006 (n=100)
2008 (n=184)
2009 (n=198)
2010 (n=211)
2011 (n=196)
2012 (n=200)
* 2013 (n=279)
2014 (n=250)
* 2015 (n=226)
Direct Bookings (hotel‐guest) Indirect Booking (via intermediairy)
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OTA Landscape DACH 2015
Priceline Expedia HRS Total (%)
D 51.9 5.9 36.4 94.2
A 65.5 11.2 12.8 89.5
CH 71.3 14.2 8.6 94.1
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Evolution OTA Landscape DACH
2011‐2015: Priceline
(booking.com)
28.5
41.8
51.9
42.6
67 65.5
52.3
70.1 71.3
0
10
20
30
40
50
60
70
80
2011* 2013 2015
D A CH
Relative OTA market shares in %
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Evolution OTA Landscape DACH
2011‐2015: Expedia
Relative OTA market shares in %
7.6 8.2
5.9
7.4 7.9
11.2
8.5
11.5
14.2
0
2
4
6
8
10
12
14
16
2011* 2013 2015
D A CH
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Evolution OTA Landscape DACH
2011‐2015: HRS
Relative OTA market shares in %
50.6
41.6
36.4
25.9
15.3 12.813.7
9.8 8.6
0
10
20
30
40
50
60
2011* 2013 2015
D A CH
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Distribution Costs as
Percentage of Total Costs
43
30
38
5
5
0 10 20 30 40 50
<5%
5-10%
10-20%
20-30%
>30%
Average distribution costs: 9.3%
Median: 6%
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Evolution of Distribution Costs
in the last Five Years
119
60
6
0 20 40 60 80 100 120 140
increasing
stable
decreasing
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Evolution of OTA Commission
Rates in the last Five Years
71
109
8
0 20 40 60 80 100 120
increasing
stable
decreasing
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Have you received a reduction
of OTA Commission Rates since
summer 2015
10
185
0 50 100 150 200
Yes
No
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How do you maintain your rates
and availabilities on the online
booking channels?
Question with multiple answers,
total can be > 100%
0%
1%
23%
32%
65%
1%
1%
44%
23%
44%
0% 10% 20% 30% 40% 50% 60% 70%
others
over an agency
manual online
over a hotel software or reservation
system (CRS interface)
on several channels at the same time
(channel manager)
2013 2015
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Are your rates and availabilities
accessible with a direct interface
with a meta‐search engine?
17%
35%
48%
45%
18%
30%
0% 10% 20% 30% 40% 50% 60%
No, I do not know this option
No, this is of no interest for our hotel
Yes, with the help of a permanent
connection to the own hotel booking
system
2013 2015
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Used meta‐search engines
12%
13%
41%
52%
70%
9%
9%
50%
34%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
Kayak
Google (Hotel Ads)
Trivago
TripAdvisor
2013 2015
Question with multiple answers,
total can be > 100%
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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 / www.tourobs.ch
Bachelor of Science HES‐SO in Tourism in German, French and English
http://tourism.hevs.ch
EMBA en innovation touristique: innovation‐touristique.com