Australian travellers are increasingly turning to direct hotel bookings to access personalised offers and the best deals, according to SiteMinder’s latest Hotel Booking Trends report.
In 2024, 86 per cent of all hotel bookings in Australia were made by locals, with direct bookings ranking among the top three preferred methods, highlighting a growing desire for bespoke travel experiences.
Australia has solidified its position as a global leader in domestic travel, with 87 per cent of all bookings made within the country in 2024. This figure places Australia ahead of other major domestic markets, such as the United States, where domestic travel accounted for 75 per cent of bookings.
“Travellers are increasingly prioritising value and personalised experiences, and direct bookings are becoming a key avenue for hoteliers to meet these expectations,” said Bradley Haines, Regional Vice President of Asia Pacific at SiteMinder.
Australians’ confidence in local travel is further underscored by one of the lowest hotel cancellation rates globally, at just 17 per cent, compared to the global average of 20 per cent.
Key trends shaping Australian travel
The report revealed several significant trends that define Australian travellers’ behaviour:
- Short stays dominate: In 2024, 80 per cent of hotel bookings were for just one night, with longer stays of five nights or more accounting for only 3 per cent. This reflects a preference for quick, flexible getaways.
- Cheapest days to book: Sunday to Wednesday emerged as the most affordable days to book, while Fridays were found to be the most expensive, costing approximately $50 more on average.
- Longer booking windows: Australians are planning further in advance, with the average booking window extending to 32 days, surpassing the global average.
- Seasonal stability: While November and December saw peak bookings due to the summer holidays, winter months like May and June experienced a slight lull. However, Australian hotels showed greater stability compared to global markets.
Direct bookings continue to rise
Direct hotel bookings ranked third among the top 12 booking sources in 2024, behind Booking.com and Expedia Group. This trend underscores the growing importance of hotel websites as a channel for securing personalised offers and exclusive deals.
The list also highlighted the emergence of Trip.com, which entered the Top 12 for the first time, reflecting a strong rebound in inbound Chinese travellers. While numbers remain below 2019 levels, Chinese traveller arrivals nearly doubled year-on-year in 2024, offering significant growth potential for Australian hoteliers.