New SiteMinder Report Reveals Hotel Revenue Up to 60% Higher from a Direct Booking Than Other Booking Sources

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 – shows that hotel websites produced an average of US$519 per booking for hotels last year. This figure was 8.5% higher than the prior year and more than 60% above the value-per-booking via OTAs (US$320); more than 35% above global distribution systems (US$380); and more than 15% above wholesalers, DMCs and tour operators combined (US$446).

The year-on-year rise in direct booking value saw hotel websites either hold or improve their position among every major travel destination’s top sources of total revenue, for the first time. Hotel websites ranked as the second-highest driver of total revenue in four countries—Ireland, Portugal, South Africa and Spain—and ranked among the top five in all other markets, trailing OTAs in each.

SiteMinder’s VP of ecosystem and strategic partnerships, James Bishop, says the findings show travellers are not only seeking out hotel websites in strengthening numbers, but spending more when they do.

“When booking directly, travellers are choosing higher-value rooms, staying longer and adding extras, and each of these factors represents a tremendous opportunity for hotels to provide those exclusive deals. This certainly doesn’t mean hoteliers should disregard third-party channels in 2025; they continue to offer unique and unmatched reach, as well as simplicity, as evidenced by their continued dominance in each one of the Top 12 lists of hotel booking revenue-makers worldwide. But what our findings highlight is the importance of hotels delivering an easy booking experience that comes with smooth payments and strong security, just as third-party channels do so well.”

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 US$50 billion in revenue.

Further analysis of SiteMinder’s 2024 data shows:

• The resurgence of international travel was fuelled by the accelerating return of Asian hotel guests. China’s Trip.com either climbed or debuted on 40% of the Top 12 revenue-maker lists globally, while Asia Pacific’s Agoda rose on 35%.
• At US$200, on average, hotel room rates increased in 65% of markets, with the highest growth seen in Thailand, Portugal and Spain. Friday emerged as the most expensive night in 85% of countries, and Sunday the most affordable in 65%.
• An average of 78% of hotel stays globally were for one night only, while 11% of visits for three nights or more. The longest stays were in Portugal and the shortest stays were in Taiwan.
• Travellers booked earlier and cancelled less, with the average booking window extending to 32 days and cancellations falling below 20%. Ireland enjoyed the longest booking lead time (47 days), while Indonesian hotels enjoyed the lowest cancellation rate (12%).
• Arrivals were more evenly distributed year-round, thanks to higher demand for the Northern Hemisphere’s spring. However, the busiest month in 50% of markets was more concentrated, including August in Spain and December in South Africa.

“As trends change to mirror today’s dynamic traveller, hotel businesses must remain flexible and responsive. SiteMinder’s report shows that traveller preferences are anything but fixed, so those who can adapt quickly will be best positioned to succeed,” says Bishop. “In 2025, the advantage will come from leveraging data-driven insights, building flexibility into strategies, and seizing new opportunities. Properties that embrace this approach will not just establish themselves as leaders within their markets; they will set a new standard for an industry undergoing transformative change.” 

SiteMinder’s Hotel Booking Trends report is available here.

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About SiteMinder

SiteMinder Limited (ASX:SDR) is the name behind SiteMinder, the world’s leading hotel distribution and revenue platform, and Little Hotelier, an all-in-one hotel management software that makes the lives of small accommodation providers easier. The global company is headquartered in Sydney with offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London, Manila and Mexico City. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 125 million reservations worth over US$50 billion in revenue for its hotel customers each year. For more information, visit siteminder.com.