STAAH, the Auckland-based hotel technology giant, has unveiled its highly anticipated Top Booking Channel results for 2023. The comprehensive data, extracted from the STAAH Platform, highlights a dynamic shift in the booking preferences of travellers and the enthusiastic adoption of cutting-edge technology platforms by local accommodation providers to support their property distribution mix.
Global industry leaders Booking.com, Expedia, and STAAH SwiftBook retained the top three positions, reaffirming their dominance in the marketplace. San Francisco-based marketplace Airbnb remained popular, rising two places from 2022 to fourth. Also ascending in the rankings, Tourplan, a software system tailored for tour operators and destination management companies, has risen by five places this year to take the fifth position.
Breaking new ground in 2023, STAAH achieved a dual feat, with two platforms securing coveted positions on the list. STAAH’s SwiftBook secured its place as the third-highest booking revenue channel in the country, while the innovative STAAH GDS Global Distribution System made its position at ninth place.
Additionally, the emergence of the new entrant WebBeds (seventh place) underscored the enthusiasm among hoteliers to explore diverse booking avenues.
“Accommodation providers are embracing both new and traditional channels to attract guests,” said Kevin Tatem, Regional Head APAC - STAAH.
“Kiwi hoteliers are hyper-focused on increasing their visibility both locally and globally, and one of the crucial keys to doing that is by achieving a balanced distribution strategy.”
Tatem said featuring on well-established tech channels such as Booking.com or Expedia offers a strategic advantage for accommodation providers, citing the significant marketing and exposure benefits those platforms can provide. Tatem also highlighted the importance of direct booking engines such as STAAH SwiftBook, noting that such platforms empower providers to convert web traffic into genuine bookings by offering more competitive rates, delivering more personalised experiences to customers, and capitalising on unique upselling opportunities.
“Modern tech platforms such as STAAH SwiftBook and STAAH GDS provide sophisticated booking and reservation management that accommodation providers can use to streamline the booking process, better manage room availability, and operate more efficiently.”
“Our data indicates that accommodation providers are increasingly focused on tools that help them extend their marketing reach, increase room occupancy, and improve their profitability in the long term.”
In 2024, Kevin foresees providers adopting online distribution technologies to meet the market better. He envisions a future industry focused on integration and strategic investment in distribution and booking technologies.
“I see the hospitality industry continuing to ride the wave of progress in 2024,” said Tatem.
“Accommodation providers will continue to delve deeper into new online distribution technologies, embrace automation and personalisation, and explore the potential of advanced data analysis. While choosing from hundreds of distribution channels can be daunting for providers, STAAH helps providers make informed decisions about the most impactful channel combination, whether global, regional, or niche, which is crucial for a modern distribution strategy.”
