AUSTRALIA | Australian holidaymakers have continued to lead in global domestic tourism markets, with locals choosing to holiday at home.
SiteMinder has released its latest report revealing that Australians are leading the world in domestic tourism, with 86 percent of the country’s hotel bookings in 2024 attributed to local travellers.
This has placed Australia at the forefront of domestic bookings globally, surpassing the United States, where domestic bookings accounted for 75 percent last year.
The report, SiteMinder’s Hotel Booking Trends, based on more than 125 million reservations – the largest volume of hotel reservations from any single technology platform – also showed that direct bookings via hotel websites are among the top three preferred ways Australians book their accommodation.
Last year, hotel websites generated an average of AUD $778 per booking, 8.5 percent higher than the previous year, and more than 60 percent above the value-per-booking via OTAs (AUD $480); more than 35 percent above global distribution systems (AUD $570); and more than 15 percent above wholesalers, DMCs and tour operators combined (AUD$668).
The year-on-year rise in direct booking value saw hotel websites in Australia maintain their position for the third consecutive year among Australia’s top sources of total revenue. Hotel websites ranked as the third-highest driver of total revenue in Australia, New Zealand and most countries across Asia-Pacific including Taiwan, the Philippines and Thailand.
Bradley Haines, Regional Vice President of Asia Pacific at SiteMinder said travellers were seeking greater value, flexibility and personalised experiences, things that hotel websites are uniquely positioned to deliver.
“The rise in direct bookings highlights the increasing importance of direct connections between hotels and guests, a shift that will continue to drive revenue, build customer loyalty, and strengthen the resilience of the local and regional tourism markets in the years ahead,” said Haines.
The annual SiteMinder’s Hotel Booking Trends report is the authority on hotel bookings across 20 of the world’s most established destinations. It is based on the booking data of SiteMinder’s more than 44,500 hotel customers, who in 2024 used SiteMinder’s platform to secure more than 125 million bookings valued at more than AUD $80 billion in revenue.
“As we continue to see Australians lead the world in domestic travel, it’s clear that the preferences of local travellers are shaping the future of the industry. The rise in direct bookings reflects a broader shift towards valuing personalisation, value, and a more seamless connection between hotels and their guests,” added Haines.
“As we look ahead, these trends will not only drive continued growth in local markets but also play a pivotal role in fostering customer loyalty and ensuring the long-term resilience of the global tourism ecosystem. With Australians setting the pace in how they book and travel, hotels across the region must continue to adapt and innovate to meet these evolving expectations.”
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