Holiday Parks Performance Index 2014 - 2018
New research reveals Australian holiday parks are regaining control of their online sales distribution channels and clawing back market share from the powerful foreign-owned online travel agents, Booking.com and Expedia, which dominate the travel internet. The RMS Cloud Holiday Park Performance Index is an analysis of more than 2 million online bookings made through the RMS Cloud distribution and property management platform between 2014 and 2018.What’s Inside
- OTAs losing market share but still leading online holiday park bookings at 55% share.
- Direct bookings to overtake OTA bookings by 2024 if present trajectory continues.
- Online, including direct/OTA, is the fastest-growing sales channel for holiday parks.
- Flat rates/revenue mean direct bookings best way to increase revenue and cut costs.
- Direct strategy allows operators to ‘own’ customers and save on OTA commission.
- OTA sector a straight duopoly – there’s no competition for Booking.com or Expedia.
- Booking.com clear #1, outselling Expedia 3:1 in holiday park market and pulling away.
- Very few sales from the GDS, wholesalers, traditional agents, or camping websites.
- Airbnb, TripAdvisor are playing no meaningful role in the sector at this point.
- Holiday park stays getting shorter while booking lead times have increased.
- Online holiday park bookings through RMS grew 25% a year between 2014 and 2018.