Online direct, the future in hotel sales

September 20, 2007: More than 80% of hoteliers attending the recent Worldhotels 2007 Leadership Forum in Rome believe that in the next three years, consumers would use hotel websites in preference to online agents. Worldhotels concluded a successful 2007 Leadership Forum last week in Rome to discuss with its hoteliers key issues currently affecting the industry and gauge expectations for 2008. When asked if recent strong business growth would continue for the next three years, 84% replied positively, with respondents citing, for example, the effect of global and local economy growth as well as the prevalence of low-cost airlines. In addition, 88% believed their RevPar would be higher in 2008 due to improved yield management, advanced revenue strategies, and increased demand. The survey also reflected the growing importance of online technology. 86% believed that in the next three years consumers would use hotel websites in preference to online agents. While 57% believed that over the same period control over rates and inventory would shift towards the hotel industry rather than to intermediaries.

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