TravelCLICK today released results from the company`s
2002 eTRAK report demonstrating that total Internet reservations received at
the central reservation offices (CRO) for the major chains grew 75% in 2002
over 2001. The company cited that the increase was driven primarily by the
brands` own Web sites.
eTRAK is a quarterly benchmarking report that allows hotel chains to track
booking performance on the Internet and GDS. The 2002 eTRAK report
demonstrates the continued dramatic growth of electronic hotel bookings and
the continuing importance of GDS e-commerce for hotel brands and chains.
Despite the impressive growth of the Internet, eTRAK shows that over twice
as many reservations come through GDS channels than via Internet sites.
Results from this study can differ with overall hospitality industry
performance on the Internet and GDS because eTRAK reflects only the
performance of these 33 brands
“Electronic channels are the primary source of central reservations office
bookings,” said Bruce W. Mainzer, senior vice president of marketing for
TravelCLICK. “While the Internet channel contribution is growing, hotels
still need to focus on the GDS to ensure that they are maximizing ADR and
The 33 major chain and brands participating in this survey reported that 13%
percent of their total CRO reservations were received from their brand Web
site in 2002 (i.e. marriott.com, hilton.com, etc.), while six percent of all
reservations were sourced from third party Internet sites. Less than half,
or 42%, of reservations were made via phone to the CROs.
The top ten third-party Web sites for hotel bookings to brand CROs were, in
order: Priceline, Expedia, Travelocity, Orbitz (which moved from number 7 to number 4
since the 2001 eTRAK), Lodging.com, TravelNow, Hotwire, WorldRes, TravelHero
and USA Hotelguide. Some well known third party Web distributors, such as
Hotels.com, did not place in the top ten on this list because these sites
usually obtain rates and inventory directly from individual properties
rather than from a brand or chain CRO.
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