A new report by SiteMinder has revealed that hotel websites outperformed all other booking sources in driving revenue per booking in 2024, by as much as 60%.
The report, SiteMinder’s Hotel Booking Trends, based on more than 125 million reservations – the largest volume of hotel reservations from any single technology platform – shows that hotel websites globally produced an average of £403 per booking for hotels last year.
This figure was 8.5% higher than the prior year and more than 60% above the value-per-booking via OTAs (£249); more than 35% above global distribution systems (£295), and more than 15% above wholesalers, DMCs and tour operators combined (£346).
The year-on-year rise in direct booking value saw hotel websites either hold or improve their position among every major travel destination’s top sources of total revenue, for the first time, including in the UK, where hotel websites remained the third highest revenue-generating channel for hotels.
James Bishop, VP of ecosystem and strategic partnerships at SiteMinder, said the findings show travellers are not only seeking out hotel websites in strengthening numbers, but spending more when they do.
“When booking directly, travellers are choosing higher-value rooms, staying longer and adding extras, and each of these factors represents a tremendous opportunity for hotels to provide those exclusive deals.
“This certainly doesn’t mean hoteliers should disregard third-party channels in 2025; they continue to offer unique and unmatched reach, as well as simplicity, as evidenced by their continued dominance in each one of the Top 12 lists of hotel booking revenue-makers worldwide.
“But what our findings highlight is the importance of hotels delivering an easy booking experience that comes with smooth payments and strong security, just as third-party channels do so well.”
The annual SiteMinder’s Hotel Booking Trends report is based on the booking data of SiteMinder’s more than 44,500 hotel customers.
Further analysis of SiteMinder’s 2024 data showed a global resurgence of international travel was fuelled by the accelerating return of Asian hotel guests.
In the UK, while Booking.com remained the leading revenue-generator for hotels, Asia Pacific’s Agoda climbed to a company-high fourth place, Trip.com performed well again and Indian B2B platform TBOHolidays emerged as a top channel, leveraging its growing global travel agent network.
The Top 12 hotel booking sources which generated the most revenue for UK properties in 2024 were:
1. Booking.com
2. Expedia Group
3. Hotel websites (direct bookings)
4. Agoda
5. Hotelbeds
6. Global distribution systems
7. Trip.com
8. WebBeds
9. Airbnb
10. Hostelworld Group
11. TBOHolidays
12. Mr & Mrs Smith
Travellers booked earlier and cancelled less, with international visitors comprising a larger share of total check-ins, as domestic guests competed for the best deals.
Lead times at UK properties extended for the fourth consecutive year, with the average booking window surpassing 35 days – four days longer than the global average. Cancellations decreased to 18.25%, compared to just under 20% globally.
As in previous years, the UK was again a global leader in short stays, with over 92% of bookings being for either one or two nights, and just two percent booked for five nights or more.
Slightly down throughout the year (£202 vs £210 in 2023), average room rates at UK hotels peaked in July, at £228, coinciding with the highest check-in volumes. By contrast, January, the quietest month, saw rooms priced at a more affordable £157.
Aligned with 85% of countries, Fridays generated the most revenue for UK properties in 2024, averaging £18 more than Saturday stays, and £43 higher than Sundays – the week’s most affordable night for guests.
“As trends change to mirror today’s dynamic traveller, hotel businesses must remain flexible and responsive,” said Bishop.
“SiteMinder’s report shows that traveller preferences are anything but fixed, so those who can adapt quickly will be best positioned to succeed.
“In 2025, the advantage will come from leveraging data-driven insights, building flexibility into strategies, and seizing new opportunities.
“Properties that embrace this approach will not just establish themselves as leaders within their markets; they will set a new standard for an industry undergoing transformative change.”
