$162.2 BILLIONU.S. Hotel Bookings in 20181
EXAMPLES OF HOTEL BRANDS HOTEL COMPANIES’ COMMENTARY ON OTAS
67% Like any travel agency, OTAs are valuable [in] that they can deliver share of hotels booked infrequent travelers during need times or to hotels and markets • Bulgari • Autograph • Hilton Hotels & • Hilton Garden Inn • InterContinental • Holiday Inn Express • Ascend Hotel where we are less well known. Marriott uses OTAs less often than through hotel websites, • The Ritz-Carlton Collection Hotels Resorts • Hampton by Hilton Hotels & Resorts Hotels Collection • The Ritz-Carlton • Tribute Portfolio • Waldorf Astoria • Tru by Hilton • Kimpton Hotels & • Holiday Inn Resort • Cambria Hotels & the typical industry hotel company. IN FACT IN 2016, OTA HAS Reserve • Design Hotels Hotels & Resorts Restaurants • Holiday Inn Club Suites METASEARCH “ • Homewood Suites ACCOUNTED FOR APPROXIMATELY 10% OF MARRIOTT AND central reservation • St. Regis • Gaylord Hotels • Conrad Hotels & by Hilton • HUALUXE Hotels Vacations • Comfort Inn Resorts and Resorts • W • Courtyard • Home2 Suites by • Staybridge Suites • Comfort Suites STARWOOD COMBINED ROOM NIGHTS SOLD WORLDWIDE. • Canopy by Hilton, • Crowne Plaza Hotels systems, or directly • EDITION • Four Points by Hilton • Candlewood Suites • Sleep Inn • Curio — A Collection & Resorts Stephanie Linnartz, EVP & Global Chief Commercial Officer, Marriott International (03.21.2017) • JW Marriott Sheraton • Hilton Grand • Regent • Vacation Rentals by 1 by Hilton Vacations • Hotel Indigo Choice Hotels • The Luxury • SpringHill Suites • Voco through the property • Tapestry Collection • EVEN Hotels Collection • Fairfield Inn & Suites • LXR Hotels & • Avid • Quality by Hilton Resorts • Holiday Inn Hotels • Marriott Hotels • Residence Inn • Clarion (~$108.7 billion) • DoubleTree by Hilton • Motto • Westin • TownePlace Suites • MainStay Suites THE OTAS ARE PLUS OR MINUS 10% OF OUR BUSINESS. So our • Embassy Suites by • Signia • Suburban Extended • Le Méridien • AC Hotels by Hilton Stay Hotel direct channels are significantly larger than those channels... • Renaissance Hotels Marriott • Econo Lodge • Sheraton • Aloft Christopher Nassetta, President, CEO & Director, Hilton Worldwide Holdings, Inc (04.27.2016) • Element • Rodeway Inn • Delta Hotels by • Esplendor Boutique • Hawthorn Suites by • Clarion Pointe Marriott SM • Moxy Hotels Hotels Wyndham “ • Marriott Executive • Protea Hotels by • Dazzler Hotels • Microtel Inn & Suites Apartments Marriott • Park Hyatt • Hyatt House • Dolce Hotels and by Wyndham The reality is that for price sensitive leisure travelers, the OTAs are • Marriott • Miraval • Hyatt Ziva Resorts • Ramada Vacation Club • Grand Hyatt • Hyatt Zilara • Wyndham Grand • Baymont Inn & Suites [a] very effective way for us to target those type of travelers. • Hyatt Regency • Hyatt Residence • Wyndham Hotels • Days Inn Richard Solomons, CEO & Executive Director, InterContinental Hotels Group Plc (02.21.2017) • Hyatt Club and Resorts • Super 8 • Andaz • Caption • Wyndham Garden • Howard Johnson “ Hotels • Hyatt Centric • Alila • Travelodge • TRYP by Wyndham • The Unbound • Thompson • TM Trademark • Wingate by Collection by Hyatt • Destination • LaQuinta Wyndham • Hyatt Place • Joie de Vivre • AmericInn RESESRVATION METHOD 2015–20182
branded channel OTA Other
EXAMPLES OF OTA BRANDS 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2015 68% 17% 15% OTA Benefits for Travelers & Hotels 2016 68% 18% 14% 21% • Provide consumer choice, price comparison and transparency, and simplicity share of hotels booked • Booking.com of booking on mobile/ desktop 1 • priceline.com 2017 67% 19% 14% through OTAs • agoda.com • Spend billions of dollars advertising hotel properties (~$34.1 billion) 2018 67% 21% 12% • Help millions of customers to book hotel rooms — hotels only pay for successful bookings • Expedia • Orbitz • Customer service and content in numerous languages 3 • Travelocity NOT A DUOPOLY • Hotels.com • These services are especially helpful for small non-chain hotels • hotwire What about the monopoly-duopoly assertion by the hotel lobby? • We at Phocuswright talk about OTAs as a marketplace from a strategic perspective, but not a legal one in terms of consumer choice. In the U.S., OTAs account for just 22% of hotel gross bookings, and even less if the lodging EXAMPLES OF TRAVEL AGENTS market is expansive enough to include rentals and the likes of Airbnb. (Hint: consumers already do.) Travelers have many options, online and off, besides Expedia and Priceline.
12% • OTAS DON’T SET RETAIL PRICES. A central tenet of a monopoly is the share of hotels booked ability of the monopoly entity to set pricing. But it is the hotels that set pricing, through travel agents1 based on their revenue management practices, competitive pricing strategies, forecasted demand, etc. OTAs may set commission and contracting terms, but (~$19.5 billion) not pricing.
1 2018 U.S. hotel bookings and booking share data are sourced from Phocuswright’s U.S. Online Travel Overview Sixteenth Edition published in January 2017. Share percentages do not sum to 100% due to rounding. 2 https://skift.com/2018/07/25/hotel-direct-bookings-remain-flat-despite-big-marketing-push/ 3 https://www.phocuswright.com/Travel-Research/Research-Updates/2017/Hotels-vs-the-OTA-World