Global hotel technology giant STAAH has unveiled the leading channels within its extensive network of over 19,000 properties. For the sixth consecutive year, GoMMT, owned by the parent company of MakeMyTrip, and Gobibo claimed the top spot. Meanwhile, Booking.com and Agoda retained their second and third positions from the previous year.
TravelGuru made a notable jump, advancing two spots to secure the fourth position, while Expedia slipped down one spot to claim fifth place. Shoaib Ali, National Sales Head at STAAH, highlighted the significant reach of these online booking channels in both the Indian subcontinent and beyond, positioning them well to capture a substantial share of the thriving Indian travel and tourism market.
According to reports from Sabre and McKinsey, domestic travel in India has already surpassed pre-Covid levels, with expectations of international trips increasing from 13 million in 2022 to an impressive 80 million by 2040. The STAAH SwiftBook booking engine secured the sixth spot, slightly lower than its previous position. Nevertheless, the year-on-year revenue generated from this channel continues to show growth.
Shoaib emphasized that despite online travel agencies (OTAs) regaining ground, travelers in 2023 displayed a persistent willingness to book directly with hotels. This trend is reflected in STAAH’s consistent presence in the top 10 online booking channel list.
The growth in direct bookings can be attributed to guests recognizing the value of this channel. Shoaib highlighted STAAH’s advanced features, ensuring competitiveness for hotel websites, along with intelligent packaging and promotions by hoteliers, making direct bookings an appealing choice.
As business bookings gradually recover post-Covid, the Global Distribution System (GDS) has reemerged in the top 10 channels. STAAH GDS claimed the eighth spot, and WebBeds made a debut at the tenth position, illustrating the strong demand from the business travel segment. HRS, an online booking portal specializing in business travel, also secured a position in the top 10 list.
Airbnb, the online marketplace for short-term and long-term rentals, maintained its seventh position in the Indian market. According to STAAH data, which represents over 19,000 properties across 90 countries and integrates with over 350 platforms, accommodation providers globally, including those in India, are adopting a holistic commerce strategy. This approach is aimed at attracting the right guests at the right time.
Shoaib emphasized that both new and established online channels are contributing to a diversified distribution mix. This flexibility enables accommodation providers to adapt to evolving seasons and changing traveler preferences across multiple channels.
In conclusion, STAAH’s data provides valuable insights into the dynamics of the Indian travel industry and the global accommodation sector. The continued dominance of key online booking channels, the resilience of direct bookings, and the resurgence of business travel through GDS highlight the industry’s adaptability to evolving market trends. As the travel landscape undergoes transformation, accommodation providers are strategically leveraging technology and various distribution channels to stay competitive and appeal to a diverse range of travelers.