Skift research shows direct digital bookings will soon surpass online travel agencies, generating over $400 billion in global hotel bookings
Nov 12, 2024
According to Skift Research’s Hotel Distribution Outlook 2024, online travel agencies (OTAs) still hold the largest share of hotel bookings-but that’s changing fast.
Key takeaways
- Skift projects that by 2030, direct digital channels will surpass OTAs as the primary booking source for hotels, generating $409 billion in gross bookings, compared to $333 billion from OTAs;
- Indirect channels such as OTAs and travel agents will remain essential, but will play a smaller role in hotels’ distribution strategies;
- A survey of hotel owners and operators conducted by Skift Research suggests an ideal contribution from indirect channels of 34%, down from 53% in 2024.
Get the full story at Skift (by subscription only) and purchase Hotel Distribution Outlook 2024
