AUSTRALIANS are outpacing the rest of the world when it comes to domestic travel, with a new report from SiteMinder showing 86% of the country’s hotel bookings in 2024 were made by local travellers.
This figure surpasses the United States, where domestic bookings accounted for 75% last year, according to SiteMinder’s Hotel Booking Trends report, based on over 125 million reservations.
The research shows that direct bookings via hotel websites are among the top three preferred ways Aussies book their accommodation, generating an average of $778 per booking last year – 8.5% higher than 2023.
The rise in direct booking value saw hotel websites in Australia maintain their position as the country’s third-highest driver of total revenue in Australia and New Zealand, with Booking.com the number one source, followed by Expedia Group.
The annual report also found that, on average, hotel room rates in Australia saw a modest year-on-year increase from $297 to $299, on par with global trends where room rates rose in around 65% of global markets.
Also mirroring global trends, 80% of Australia’s hotel bookings were for one-night stays, with just 10% of bookings extending three nights or more.
“The rise in direct bookings reflects a broader shift towards valuing personalisation, value, and a more seamless connection between hotels and their guests,” said Bradley Haines, SiteMinder’s Regional VP of Asia Pacific.
“As we look ahead, these trends will not only drive continued growth in local markets, but also play a pivotal role in fostering customer loyalty and ensuring the long-term resilience of the global tourism ecosystem.” JM
