SiteMinder reveals Australia leading in domestic tourism

January 23, 2025

SiteMinder, the world’s leading hotel distribution and revenue platform, has released its latest report revealing that Australians are leading the world in domestic tourism, with 86% of the country’s hotel bookings in 2024 attributed to local travellers. This places Australia at the forefront of domestic bookings globally, surpassing the United States, where domestic bookings accounted for 75% last year.

The report, SiteMinder’s Hotel Booking Trends, based on more than 125 million reservations – the largest volume of hotel reservations from any single technology platform – also shows that direct bookings via hotel websites are among the top three preferred ways Australians book their accommodation. Last year, hotel websites generated an average of $778 per booking, 8.5% higher than the previous year, and more than 60% above the value-per-booking via OTAs ($480); more than 35% above global distribution systems ($570); and more than 15% above wholesalers, DMCs and tour operators combined ($668).

The year-on-year rise in direct booking value saw hotel websites in Australia maintain their position for the third consecutive year among Australia’s top sources of total revenue. Hotel websites ranked as the third-highest driver of total revenue in Australia, New Zealand and most countries across Asia-Pacific including Taiwan, the Philippines and Thailand.

Bradley Haines, Regional Vice President of Asia Pacific at SiteMinder advised “travellers are seeking greater value, flexibility and personalised experiences, things that hotel websites are uniquely positioned to deliver. The rise in direct bookings highlights the increasing importance of direct connections between hotels and guests, a shift that will continue to drive revenue, build customer loyalty, and strengthen the resilience of the local and regional tourism markets in the years ahead”.

The annual SiteMinder’s Hotel Booking Trends report is the authority on hotel bookings across 20 of the world’s most established destinations. It is based on the booking data of SiteMinder’s more than 44,500 hotel customers, who in 2024 used SiteMinder’s platform to secure more than 125 million bookings valued at more than $80 billion in revenue.

Further analysis of SiteMinder’s 2024 data shows:

The resurgence of international travel was fuelled by the accelerating return of Asian hotel guests. This return saw China’s Trip. com debut on Australia’s Top 12 sources of hotel bookings, based on gross hotel revenue.
On average, hotel room rates in Australia saw a modest year-on-year increase from $297 to $299, aligning closely with global trends where room rates rose in 65% of markets. Friday was found to be the most expensive night in 85% of countries, including Australia, where the average rate reached $354. In contrast, Sunday emerged as the most affordable night in 65% of markets, with Australian hotel rates averaging $272.
In Australia, 80% of hotel bookings were for one-night stays, with just 10% of bookings extending three nights or more. This trend mirrors the global pattern, where 78% of hotel stays were for one night, and 11% lasted three nights or more. In Asia Pacific, Taiwan recorded the shortest stays, while Thailand saw the longest stays beyond seven nights. Globally, Portugal had the longest average stays overall.
Australians are increasingly planning their trips in advance, with the average booking window extending to 32.04 days in 2024, slightly surpassing the global average of 31.98 days. Australia's cancellation rate remains lower than the global average, at 17%. In the Asia-Pacific region, Indonesia recorded the lowest cancellation rate at 12%, while New Zealand enjoyed the longest booking lead time at 43.07 days. Globally, Ireland saw the longest booking lead time at 47 days.
Australian hotels are less impacted by seasonality compared to global markets. While November and December saw the highest volume of bookings, driven by the summer holiday season, May and June represented the quietest months, reflecting the typical winter lull.

In Australia, the Top 12 hotel booking sources in 2024, based on total gross revenue made for all users of SiteMinder’s platform, were:

1. Booking. com

2. Expedia Group

3. Hotel websites (direct bookings)

4. Global distribution systems

5. Agoda

6. Qantas Hotels

7. Hotelbeds

8. Trip. com

9. CTM Sleep Space

10. Luxury Escapes

11. HRS Australasia

12. Airbnb

Haines added “as we continue to see Australians lead the world in domestic travel, it’s clear that the preferences of local travellers are shaping the future of the industry. The rise in direct bookings reflects a broader shift towards valuing personalisation, value, and a more seamless connection between hotels and their guests.

“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. With Australians setting the pace in how they book and travel, hotels across the region must continue to adapt and innovate to meet these evolving expectations.”

The SiteMinder global company is headquartered in Sydney with offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London, Manila and Mexico City. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 125 million reservations worth over $80 billion in revenue for its hotel customers each year. For more information, visit siteminder.com.

SiteMinder’s Hotel Booking Trends report is available here.

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