Mirai announces 18% increase in direct hotel sales share in Spain for summer 2024

24.07.2024 - 08:36 / breakingtravelnews.com

The share of hotels sold via the direct channel in Spain increased by an average of 18% during the summer of 2024 over other channels thanks to the determination of the hoteliers to improve the profitability of the hotels again, according to data from Mirai.
Although during the initial weeks of the UEFA Euro Cup 2024 sales growth slowed down, probably also due to the bad weather in Spain, in the last few days the company has observed that growth is picking up again. This rebound suggests a potentially very positive last-minute booking trend in most tourist destinations.

At a global level Mirai – which provides hotels with technology and operations support to sell in the direct channel – has experienced an 11% increase of direct hotel roomnights sales worldwide, with Spain surpassing this figure with a 12% rise and ADR increasing by around 7%. Spain’s primary inbound source markets, excluding the domestic market, have shown remarkable growth in nights booked compared to 2023. Specifically, the United Kingdom source market has seen a 12% increase, with source markets such as the United States at 18% and Germany at 14%.
“2024 is proving to be a landmark year for Spain’s tourism sector, especially for hotels’ direct bookings and the increase in direct hotel sales share this summer” said Javier Delgado Muerza, CEO EMEA at Mirai. “This remarkable growth in direct hotel bookings is thanks to the hard work of hoteliers and our team’s commitment to boosting their profitability”.

“To continue this positive trend, we advise hoteliers to focus on a few key areas. First, maintain a clean and organised distribution strategy to ensure seamless booking experiences for guests by offering the best price on the hotel’s website. Second, regularly analyse data by channel and market to understand performance and calculate the net average price, helping to make informed pricing decisions. Thirdly, invest wisely in digital marketing to reach a broader audience and attract more potential guests, ensuring a strong presence in metasearch engines to increase visibility and competitiveness.”