26% of Travelers Begin Hotel Searches on Booking.com, with 18% Ultimately Booking Directly with Hotels
📚 Twenty-six percent of global travelers start their hotel search on Booking.com. Of these, 18% globally, and 40% in the U.S., leave the platform to book directly with hotels. Booking.com serves as the hotel industry's search bar, prompting industry introspection. The data highlights the importance of direct booking strategies over reliance on online travel agencies (OTAs). Industry insight: focus on selling the stay, not just the reservation.
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