Hotel CRM systems centralize guest data as OTAs account for 63.4% of independent hotel bookings
🏨 Cloudbeds’ report, based on 90 million bookings, finds online travel agencies generate 63.4% of independent hotel bookings, up 2 percentage points annually. Cancellation rates reach 21.8%, versus 10.6% for direct bookings. New guests can cost up to 20 times more to acquire than returning guests. Hotel CRMs unify guest data and automate personalized marketing to encourage direct bookings. Hotel 1550 SFO increased its direct-booking share from 8–10% to 18% after adopting Cloudbeds’ unified platform.
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