Interest in luxury hotels continues to recover but digital presence isn’t keep pace.
Several recent reports demonstrate a continued growth in interest in luxury hospitality, particularly super exclusive properties, however digital is still struggling with many brands needing to catch up.
increase in global consumer interest in luxury hospitality
growth in interest coming from china
top brands with no chinese digital presence
The Digital Luxury Group’s World Luxury Index Hotels 2014 report goes further to say that China is driving that growth as a result of many properties opening in second, third and fourth-tier cities there. This heightens their international profile for Chinese travelers abroad as well. The fastest growing group is Shangri-La gaining 20% YOY.
Hilton Worldwide, Starwood Hotels & Resorts and Hyatt received the most interest over the past year
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online travelers using metasearch engines in china
prestige hotels control booking listings
kayak first page booking listings are OTA
Meanwhile L2 ‘s Digital IQ Index of Prestige Hotels ranks many hotels chains in the average to challenged range with 18% not even having Chinese online presence at all!
One of their key concerns is a lack of attention to metasearch engines such as Kayak, Google and TripAdvisor.
“More than a third of U.S. online travel bookers, and more than half of Chinese online travel bookers, use metasearch engines…Metasearch engines accont for six percent of upstream traffic to OTAs, but just one percent of hotel brand sites…OTAs control 96.4 percent of booking listings; Prestige Hotel brands just 1.3 percent…”
