Direct Bookings in India Hit New Highs: Insights from STAAH
A report from STAAH reveals the growing trend of direct hotel bookings in India, highlighting key channels that contribute to booking revenues.
STAAH, a technology company specializing in the hospitality industry, has released a report showcasing its list of distribution channels that generated the most revenue for hotels in India last year.
GoMMT remains the leading online booking channel for Indian travelers, followed by Agoda and Booking.com. With substantial reach and marketing power, these major OTAs continue to dominate every part of trip planning and booking. Other notable mentions are Expedia and Airbnb, which also make the top 10 list based on STAAH’s extensive integration with over 500 channels.
While OTAs are expected to stay significant in the short term, there is a notable increase in direct bookings through hotel websites. STAAH’s SwiftBook, linked directly to hotel websites, has advanced two spots to rank fourth in this year’s channels.
“The rise of direct bookings reflects the increased investments by hotels in their websites—especially in booking engines, payment options, and conversion tools,” said Rajesh Ghanshani, Director Partnerships at STAAH.
New entrants to the top 10 include Cleartrip, Hotelbeds, and RezLive.com. This trend illustrates a shift among hotels toward a more multichannel approach to reach niche audiences.
Global distribution systems have also performed consistently, with STAAH’s GDS landing at the seventh position.
“We are entering a new era of hotel guests—travelers with more evolved booking preferences,” Rajesh noted. “Our findings show a willingness among hoteliers to embrace both new and traditional methods to draw these customers, supporting a comprehensive strategy to sell, market, and expand their businesses.”
The resurgence in the Indian hospitality sector post-COVID is driven by a combination of international tourists seeking medical and spiritual experiences and a growing Indian middle class with disposable income.
“Accommodation providers adopting a complete online commerce strategy—leveraging both innovative and established methods—will be well-positioned to benefit from projected growth in India’s hospitality and tourism sectors,” Rajesh added.
