Perception of hotel websites offering best rates rises to 32%, while trust in OTAs declines to 36%
Mar 31, 2025
A recent survey conducted by insight agency BVA BDRC reveals shifting dynamics in the hotel and travel industry, highlighting a notable rise in domestic business travel intentions and evolving traveler preferences in booking behavior. While leisure travel remains steady with a continued preference for city breaks, the growing belief that hotel websites offer the best rates is reshaping how both business and leisure travelers approach their bookings – gradually reducing reliance on Online Travel Agencies (OTAs).
Key takeaways
- Domestic business travel on the rise: The number of domestic business travelers who have booked or are likely to book has increased steadily over the past two years.
- City breaks remain popular: City breaks continue to be the leading motivation for leisure travel, despite a slight shift toward beach and resort holidays.
- Booking intentions vs. pre-bookings: While pre-bookings for leisure and overseas travel have declined, more travelers express high likelihoods of future bookings, suggesting a more last-minute booking trend.
- Direct booking gaining ground: The perception that hotel websites offer the best rates has risen to 32% (from 28% in 2018), while confidence in OTAs dropped to 36% (from 41%).
- Generational differences: Gen X travelers still favor OTAs (45%) over hotel websites (26%), whereas other demographics show increasing preference for direct booking.
- Top hotel websites: Premier Inn leads in brand website traffic, followed by Booking.com, Travelodge, Hilton, and TripAdvisor. Premier Inn also leads in leisure and business booking activity.
- Convenience still key: While hotel sites gain traction through direct booking campaigns and loyalty offers, OTAs continue to dominate in convenience and one-stop shopping experiences.
- Industry insight: BVA BDRC’s Fiona von-Hinten highlights the growing consumer savvy in comparing options and the need for hotel brands to enhance the convenience and features of their booking platforms.
Get the full story at BVA BDRC
