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- OTA Balance Tips as Holiday Parks Fight Back and Drive Direct Bookings -
New research reveals Australian holiday parks are regaining control of their online sales distribution channels and clawing back market share from the powerful foreign-owned online travel agents, Booking.com and Expedia, which dominate the travel internet.
RMS Cloud Holiday Park Performance Index
This is the headline finding of the first RMS Cloud Holiday Park Performance Index – an analysis of more than 2 million online bookings made through the RMS Cloud distribution and property management platform between 2014 and 2018.
Key Findings
Shifting Landscape
Managing Director of RMS Cloud, Peter Buttigieg, says holiday park operators are building better websites and marketing more aggressively to boost their share of online bookings and save on the 15% commissions charged by the dominant OTAs, Booking.com and Expedia.
“The landscape has shifted, and the data shows that for the first time ever the Online Travel Agents are losing market share to holiday park operators,” says Buttigieg.
“Previously it’s all been one-way traffic in the other direction, but now smart operators have lifted their online game and are fighting back, often with great success, demonstrating that given the choice and a great deal many consumers prefer to book directly with suppliers.”