---
title: "Loyalty Programs = More Direct Bookings"
description: "Loyalty programs and brand strength are strongly correlated with online direct bookings through hotel websites"
published: 2024-08-23T03:00:00+00:00
author: "ONDA 편집팀"
category: "Insights"
image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/66c825c66bbe854076b352c6_rod-long-2P_ifaetDm0-unsplash.jpg"
canonical: https://global.onda.me/en/blog?slug=royeolti-peurogeuraem-hwagdae-jigjeob-yeyag-jeungga
locale: en
---
# Loyalty Programs = More Direct Bookings

> "The segment where we could easily attract online payment customers and make money has clearly shrunk." — Peter Kern, former CEO, Expedia ([\[Skift\] State of Travel 2024](https://research.skift.com/report/state-of-travel-2024/))

> "There's a lot of players in the market. Not just OTAs, but metasearch, hotel companies, chain companies — I still think it's a very competitive space." — Booking.com CFO, [Q4 2022 Earnings Call](https://skift.com/2024/08/15/marketing-wars-booking-vs-expedia-who-spends-smarter/)

Global OTA executives are openly talking about declining profitability. There are many reasons, but two stand out: hotels are winning more direct bookings, and Google Hotels keeps growing its metasearch dominance.

Today we're looking at **the expansion of hotel loyalty programs and Google's sustained influence** — both of which drive direct bookings.

Think about how you choose an airline. First you compare schedules and prices. Then you check whether you can earn (or redeem) miles.

Major hotel chains are making their loyalty programs work more like airline miles. And coming out of the pandemic, membership numbers have surged.

Marriott grew its program by over 40% from 2019 levels to 196 million members. Hilton went from 100 million to 180 million.

![Source: Skift, State of Travel 2024](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/66c826986f961016c60447cf_66c825e9748cb8517f093113_EA_B8_80_EB_A1_9C_EB_B2_8C_20_ED_98_B8_ED_85_94_20_EC_B2_B4_EC_9D_B8_EC_9D_98_20_EB_A1_9C_EC_97_B4_ED_8B_B0_20_ED_94_84_EB_A1_9C_EA_B7_B8_EB_9E_A8_20_EA_B8_89_EC_84_B1_EC_9E_A5.jpeg)

According to the report, **loyalty programs and brand strength are strongly correlated with online direct bookings through hotel websites**. Marriott's direct website bookings grew from 33% in 2019 to 38% by Q2 2022.

![Source: Skift, State of Travel 2024](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/66c826986f961016c60447d3_66c8261159177ea81088327e_EB_A9_94_EB_A6_AC_EC_96_B4_ED_8A_B8_20_EA_B7_B8_EB_A3_B9_20_EC_98_A8_EB_9D_BC_EC_9D_B8_20_EC_98_88_EC_95_BD_20_EC_B1_84_EB_84_90_20_EB_B9_84_EC_A4_91.jpeg)

So where are these direct bookings coming from? In international markets — it's Google.

According to State of Travel, Google has been the largest online accommodation advertising platform since 2017. And **Google Hotels' return on ad spend (ROAS) has consistently been at its highest since 2017** as well.

![Source: Skift, State of Travel 2024](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/66c826986f961016c60447cb_66c82631cf34143f381b2314_EA_B8_80_EB_A1_9C_EB_B2_8C_20_ED_98_B8_ED_85_94_20_EC_B2_B4_EC_9D_B8_EC_9D_98_20_EB_A1_9C_EC_97_B4_ED_8B_B0_20_ED_94_84_EB_A1_9C_EA_B7_B8_EB_9E_A8_20_EA_B8_89_EC_84_B1_EC_9E_A5-1.jpeg)

We've [covered Google Hotels in detail on the ONDA blog](https://www.onda.me/blog/gugeulhotel-aejeu-hotel-damdangjaramyeon-igeosmaneun-ggog). If you're trying to attract international guests directly, it's one of the most efficient advertising and search channels — and getting better.

Google Hotels is also where major OTAs spend the most. And as competition intensifies, their ad efficiency keeps declining.

![Source: Skift, State of Travel 2024](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/66c826986f961016c60447c8_66c8264fe5e342af2ac0da62_Free_20Booking_20Link_20_EC_B6_9C_EC_8B_9C.jpeg)

When Expedia's former CEO said "the segment where we could easily attract online payment customers and make money has clearly shrunk," part of what he meant is this: **on Google — the world's largest ad platform — global OTAs, independent hotels, and local OTAs now compete on equal footing** :)

What we've covered today is just a sliver of Skift's State of Travel 2024. It's packed with insight into the online travel ecosystem and global market trends. The full report is over 400 pages, but if you work in online travel, it's worth the read.