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Hoteliers predict rise in direct booking

There will be a rise in travellers booking hotels direct next year, according to a study of European hoteliers.

The report analysing key trends in the sector showed 18 per cent believed more travellers are likely to book direct via hotel websites.

The study also claimed that 38 per cent will encourage corporate clients to book through channels with lower distribution costs such as their hotel’s own website.

Choice Hotels Europe, the company behind the Ascend, Clarion, Quality and Comfort brands, revealed the findings in its sixth annual “European Hotelier Pulse-Check”, which assesses over 100 of its hotelier’s 2017 business imperatives, opinions and potential industry trends.

It also showed that 64 per cent of Choice pan-European hoteliers surveyed are entering 2017 confident that the hotel sector would “likely realise a sustained upturn in 2017”, with an increase in room rates.  

The 104 hoteliers participating in the survey were not “overly concerned” about Brexit, with 65 per cent claiming that it will likely have no impact on their business, and only 19 per cent believing it might have a negative impact. When asked about the impact high security across Europe has had on the European hotel industry, over half (62%) thought travellers would come to Europe regardless and that the extra security gave travellers confidence.

Peter Till, UK managing director, Choice Hotels Europe, said: “Our hoteliers are predicting that more travellers may book directly via hotel websites in 2017.

“By booking directly with Choice via one of our own channels, we own the guest experience and can start forming relationships with guests before arrival, ensuring they have everything they need in advance of their stay.”

The “2016 European Hotelier Pulse-Check” survey was conducted amongst 104 Choice Hotels franchisees, operators and general managers from the UK, France, Germany, Austria, Belgium, Czech Republic, Ireland, Hungary, Poland, Portugal, Switzerland and Italy in October 2016.

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