Choice Hotels direct online bookings soar in Q1 as RevPAR increases 20%


Choice Hotels Asia-Pacific is experiencing a boom in direct online bookings, with a 13% increase reported in the first quarter of 2022 compared to the same period last year, reflecting a 58% increase compared to figures from before the pandemic.

The company said direct online bookings were stronger than ever in the first quarter, with monthly figures beating budgets.

“Direct online reservations through the Choice Hotels website and our reservations app bring significant value to our franchisees’ businesses and drive recovery,” said Kari Hunter, senior director of strategy, sales and marketing at Choice Hotels Asia-Pacific.

And the trend continued in the second quarter, with direct online growth in April of 20% year-on-year in APAC and 142% over 2019 figures, Choice reported. Hunter suspects customers are choosing to book direct for added security when traveling.

“Overall, our online channels surpassed all previous records. People are researching their local and interstate stays. They want brands they know and trust, and they want to book the hotel directly,” Hunter said.

Choice Hotels in Australia reported 20% growth in revenue per available room (RevPAR) over last year and a 2% increase in market RevPAR in the first quarter.

In New Zealand, the market recovery is slower, but Choice reported first quarter RevPAR was 49% higher than its competitors in the market. The company hopes for further progress when the New Zealand border fully reopens in late July.

“Bringing international travelers back to New Zealand is great news,” Hunter said.

“The situation has been more difficult for them for longer, but in New Zealand we have really seen the power of our brands – Ascend, Quality, Comfort and Econo Lodge – to attract and retain domestic business and leisure customers. .

“Right now, the traveling public wants to stick with brands they know and trust, and have solid customer service on the phone when things don’t go as planned.”

The Choice Privileges loyalty program welcomed more than 10,000 new members from the Asia-Pacific region in the first quarter of 2022.

“We now have nearly 500,000 loyal members in the Asia-Pacific region, and they are our best customers – they stay longer, return more often and spend money on site in our restaurants and room services,” said said Hunter.

“With international borders open, Choice Hotels can leverage the 51 million members worldwide as well as local members to drive business for our franchisees. And as privacy rules tighten around the world, reputable loyalty programs and first-party data become a key tool for successful marketing and communications programs.

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