ONLINE TRAVEL DISTRIBUTION SUMMIT 2016 Direct …

[Pages:11]ONLINE TRAVEL DISTRIBUTION SUMMIT 2016 Direct distribution vs indirect distribution Challenges for the hotel industry.

Dr. Markus Gratzer ?HV Secretary General 11th April 2016

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The environment within which hoteliers operate has changed dramatically in recent years!

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Distribution Trends

Trend #1: Trend #2: Trend #3:

Consolidation & Growth Among OTAs The Rise of New Intermediaries Growth in Mobile Bookings

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Europe: Market Share of Distribution

Weighted overall sample: n=2'169

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Based on results of 25 countries (data from hotel chains in Germany not included). Market shares in %.

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Market share

19.41 2.66 5.79 5.50 14.91 7.67 0.95 0.39 9.59 1.63 3.54 1.74 22.50 1.89 0.42 1.40

55.94

1.35 16.50 24.81 1.40

Consolidation

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Situation in Austria

N= 204, ?HV Online-Umfrage 2014, Note 1 oder 2

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So are we happy?

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It is all about the customer ownership

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