Direct hotel bookings in Spain witnessed an impressive 18% surge during the summer of 2024, outpacing other booking channels. This growth is attributed to hoteliers’ renewed efforts to enhance hotel profitability, according to Mirai. While sales growth experienced a temporary dip during the initial stages of UEFA Euro Cup 2024, likely influenced by unfavorable weather conditions, a recent upswing indicates a robust resurgence in last-minute bookings across Spain’s key tourist spots.
Globally, Mirai has observed an 11% increase in direct bookings for hotel stays. Spain, however, has surpassed this average with a 12% increase and a 7% rise in Average Daily Rate (ADR). Notably, international markets have demonstrated strong performance, with the UK market experiencing a 12% growth, alongside notable gains from the US and Germany at 18% and 14%, respectively.
“2024 is proving to be a landmark year for Spain’s tourism sector, especially for hotels’ direct bookings and the increase in direct hotel sales share this summer,” stated Javier Delgado Muerza, CEO EMEA at Mirai. “This remarkable growth in direct hotel bookings is thanks to the hard work of hoteliers and our team’s commitment to boosting their profitability.”
To sustain this positive trajectory, Mirai advises hoteliers to prioritize several key areas. Firstly, maintaining a clean and organized distribution strategy to ensure seamless booking experiences for guests by offering the best price on the hotel’s website. Secondly, regularly analyzing data by channel and market to comprehend performance and calculate the net average price, facilitating informed pricing decisions. Lastly, investing strategically in digital marketing to reach a broader audience and attract more potential guests, ensuring a strong presence in metasearch engines to enhance visibility and competitiveness.
