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Free 80 DAYS Benchmark Report – Direct Web vs. OTA Bookings, London 4/5 Star Market

By Sam Weston | July 24th, 2017

Hotel Marketing London

As part of our new 80 DAYS Benchmark service, we recently undertook a study to better understand the contribution of both direct website and OTA/FIT revenue within the London 4 and 5 star hotel markets during the last 2-3 years.

Drawing comparison between June 2016 – May 2017 and June 2015 – May 2016, we evaluated data from a total of 19 hotels comprised of;

  • 9 x 5 Star Central London Hotels
  • 10 x 4 Star Central London Hotels

80 DAYS BenchmarkWe also drew further comparison against a similar study we ran in late 2014.

For context on the size of properties within the sample studied; the average number of rooms was 114.

Key Findings

The report produced some interesting findings;

  • The market has shifted dramatically during the last 3 years.
  • A London hotel’s reputation (through TripAdvisor ranking) has impact on the contribution of OTA/FIT revenue it can expect to receive.
  • The 4 and 5 star markets in London have differing reliance on OTA/FIT revenue.

Download The Full Report For Free

See how your hotel compares by downloading the full report, including detailed results broken down for both the 4 and 5 star markets in London.

Please enter your details below and we’ll email you a copy;


Sam Weston

Sam Weston is Marketing Manager for 80 DAYS, a creative & digital marketing agency, specialising in the luxury travel sector.

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