ÖHV: 67,4 percent of bookings directly with the hotel

“Preferably direct” is not an empty phrase when it comes to Austrian hotels and bookings: “Guests know where they can get the best service at the best price: 67,4% of all hotel bookings are therefore made directly with the hotel without detours,” presents Dr. Markus Gratzer, Secretary General of the Austrian Hotel Association (ÖHV), the results of the latest ÖHV hotel sales study.

The scientific project partner was once again the renowned Swiss economics and tourism researcher Dr. Roland Schegg from HES-SO Valais-Wallis: “22,6% of bookings are made via email. This is the most popular way of communication and underlines the importance of personal and direct relationships,” explains Schegg.

Since 2019, real-time bookings via websites have doubled to 16,5%, emphasizes Gratzer - not least because there has been heavy investment in digital infrastructure in recent years: “It’s now paying off! Hotel websites are becoming central sales tools – a trend that will continue in the next few years!”

The trend towards electronic booking continues: “4 out of 10 overnight stays are booked online, again an increase compared to the previous year,” explains Schegg. Online booking portals make up the largest part of this, 20%. Despite the decline of 4,6 percentage points compared to 2019, the OTAs were largely able to maintain their market dominance, according to the tourism researcher. Booking Holding remains the top dog with a 75,9% market share.

While 2021% of hotels said they were under pressure from booking platforms in 52,6, the proportion fell to 2022% in 44,7 and further to 2023% in 39,4. “That’s still far too much, but the direction is right,” says Gratzer, pointing to the clearly positive trend. But the goal remains a partnership on equal terms. The path to this goal is shortened by those who turn the professionalization screw. “A lot is already happening, but of course there is still room for improvement,” he points to the ÖHV partner network and the ÖHV campus as contact points for hotels that want to upgrade and retrofit digitally.