Book direct campaigns 2.0: The costs and benefits of Loyalty 2018
This groundbreaking follow up provides new data to uncover how trends have evolved in the time since the initial launch of the loyalty member campaigns by close to ten of the major hotel chains in 2016. The report analyzes industry impacts through a sample of 19,000 hotels and over 80 million detailed daily transactions along with actual cost of sales associated with those guest stays.
The first research on the subject was released in Fall 2017 which examined the period of May-December 2016 when many large hotel chains launched a series of initiatives to entice consumers to book through their direct channels, primarily their Brand.com websites.
This new Kalibri Labs Special Report provides conclusive evidence that the loyalty member campaigns have either strengthened or stabilized the growth through Brand.com, while the OTA channel has either held steady or decelerated. While both channels continue to grow, Brand.com has consistently generated 50% more bookings on average to U.S. hotels than the OTA channel.
This extensive study is now available at no charge to Kalibri Labs subscribers. Please fill out the form below for access to Book Direct Campaigns 2.0 as well as the original study.