Hotel loyalty bookings hit record high in 2019


US hotel bookings made through loyalty programs have hit an all-time high, according to new data from hotel revenue analyst Kalibri Labs.

Loyalty-related bookings at hotels across the country have increased 7.6%, for a record-breaking total of 56.2%.

This, Kalibri Labs reports, equates to a 17.3% since the introduction of bookings-based advertising campaigns in 2016.

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Further data from Kalibri revealed that brand-dot-com channel bookings are highest, at 26.3%, followed by hotel direct bookings at 25.2%.

Kalibri Labs co-founder and CEO Cindy Estis Green commented: “Loyalty contributions are six in 10 room nights sold, which is a very large number. So it looks like brand-dot-com drove loyalty, now loyalty is driving brand-dot-com.”

Not all news was positive, though, with the average length of stay continuing to drop, this time by 1.7%.

Finally, the report notes that corporate travel has remained flat as a percentage of the overall industry revenue, with Kalibri speculating that travelers have more negotiating power now that brands like Airbnb are undermining hotels.

Tags : DataKalibriKalibri LabsloyaltyRESEARCH
Sam Lewis

The author Sam Lewis

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