Australia has solidified its position as a global frontrunner in domestic travel, with 86% of the nation’s hotel bookings in 2024 attributed to local travellers, according to the latest SiteMinder Hotel Booking Trends Report. This achievement places Australia ahead of significant markets such as the United States, where domestic bookings accounted for 75% in the previous year.
Based on over 125 million reservations processed via SiteMinder’s platform, the report offers unparalleled insights into global travel patterns. It highlights how Australians’ preference for local travel is fueling the domestic tourism sector and reshaping hotel revenue streams, mainly through direct bookings.
Direct Bookings: A Game-Changer for Australian Hotels
In a trend indicative of the evolving travel landscape, direct bookings via hotel websites have become one of the top three preferred channels for Australians securing accommodation. SiteMinder’s data shows that direct bookings generated an impressive average of AU$778 per reservation in 2024—8.5% higher than the previous year and significantly outpacing revenue per booking from online travel agencies (OTAs), which averaged AU$480.
Bradley Haines, Regional Vice President for Asia-Pacific at SiteMinder, emphasized the growing importance of direct hotel-guest connections:
“Travelers are seeking greater value, flexibility, and personalized 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 local and regional tourism markets in the years ahead.”
This marks the third consecutive year that direct bookings have ranked among the top revenue drivers for hotels in Australia, New Zealand, and several Asia-Pacific countries, including Thailand, the Philippines, and Taiwan.
Australia’s Booking Trends in 2024
Local Planning and Booking Behaviors
The report reveals that 80% of Australian hotel bookings in 2024 were for one-night stays, aligning with global patterns where 78% of bookings were short stays. However, Australians demonstrated an increased tendency to plan their trips further in advance, with an average booking window of 32.04 days, slightly surpassing the global average of 31.98 days.
Australia’s cancellation rate also remained below the global average at 17%, showcasing higher consumer confidence and commitment.
Seasonality and Booking Patterns
While many global markets experience significant seasonal fluctuations, Australian hotels were less affected by these trends. November and December emerged as the busiest months, driven by summer holiday travel, while May and June reflected the traditional winter lull.
The Return of International Travelers and Regional Trends
Although domestic travellers dominate the market, the resurgence of international travel in 2024 has been bolstered by the accelerating return of Asian hotel guests. Notably, China’s Trip.com debuted in Australia’s Top 12 sources of hotel bookings, signifying a renewed interest in inbound travel from Asia.
Globally, Australians’ average hotel room rates rose modestly from AU$297 to AU$299, which is in line with global trends. Fridays were the most expensive stay nights in 85% of countries, including Australia, where rates peaked at AU$354. In contrast, Sundays offered more affordable options, averaging AU$272.
Top Sources of Hotel Bookings in Australia
SiteMinder’s data for 2024 identifies the Top 12 sources of hotel bookings in Australia by gross revenue, offering key insights for industry stakeholders:
- Booking.com
- Expedia Group
- Hotel websites (direct bookings)
- Global distribution systems (GDS)
- Agoda
- Qantas Hotels
- Hotelbeds
- Trip.com
- CTM Sleep Space
- Luxury Escapes
- HRS Australasia
- Airbnb
The dominance of major OTAs and direct bookings’ strong performance reflects a diverse and dynamic marketplace.
Implications for the Hospitality Industry
The rise in direct bookings signals a significant shift in consumer preferences, with travellers prioritizing personalization and value. This evolution presents an opportunity for hotels to reduce reliance on third-party platforms and strengthen customer relationships.
“Hotels across Australia and the Asia-Pacific must innovate to meet these changing expectations,” Haines remarked. “The future of the industry will be shaped by the ability to deliver unique, seamless experiences that build loyalty and drive sustainable growth.”
Looking Ahead: Australia’s Role in Global Tourism
As Australia continues to lead domestic travel, its influence on global tourism trends becomes increasingly evident. The growing prominence of direct bookings and longer planning windows highlights the changing dynamics of traveller behaviour.
With Australians setting new benchmarks for how trips are booked and experienced, the local hospitality industry is well-positioned to thrive in a competitive global landscape. By capitalizing on emerging trends, hotels can drive revenue and play a pivotal role in ensuring the long-term resilience of the tourism ecosystem.
For more insights, access the full SiteMinder Hotel Booking Trends Report here.
Written by: Soo James
