Record online direct bookings driving innovation in hospitality

Hoteliers are getting smarter about capturing and using guest data to drive loyalty and repeat business

Jan 11, 2024

Those are some of the key findings in H2c’s 2023 Digital Hotel Operations Study, based on feedback from 84 hotel chains. According to the study, the share of direct bookings soared nearly 50% in 2023, with respondents reporting nearly one-third of bookings coming direct in the last year.

Key takeaways

  • The study found three-quarters of respondents now report using customer relationship management (CRM) systems, a 40% increase from the previous year;
  • New technology, including a greater embrace of artificial intelligence and machine learning, may expand opportunities in property operations, the study showed;
  • Yet obstacles such as costs may be limiting further integration - which the report sees as a missed opportunity for boosting ancillary revenues and personalization.

Get the full story at PhocusWire and download the report at h2c

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