[Must-read for hospitality professionals!] What is the key to breaking free from OTA dependency and increasing direct booking ratios? 'Survey on Accommodation Booking Usage and Incentives'
DIGITALIO conducted a survey on accommodation booking habits in April 2026. With OTA usage at approximately 70%, the survey reveals that immediate incentives such as instant point grants and digital gifts are essential for increasing direct booking ratios.
📋 Article Processing Timeline
- 📰 Published: May 27, 2026 at 15:00
- 🔍 Collected: June 1, 2026 at 00:37 (105h 37m after Published)
- 🤖 AI Analyzed: June 2, 2026 at 00:04 (23h 27m after Collected)
DIGITALIO, a subsidiary of Cross Marketing Group specialized in marketing solutions, conducted a 'Survey on Accommodation Booking Usage and Incentives' in April 2026, targeting 1,674 men and women across Japan. The survey focuses on improving the 'direct booking ratio' to increase reservations through official channels, identifying the incentives that act as a 'direct booking switch' for users who primarily rely on Online Travel Agencies (OTAs).
Background
Improving the direct booking ratio has become a critical management challenge in the hospitality industry. While many facilities offer exclusive benefits for their official websites, a majority of users continue to favor OTAs as their primary booking channel. This survey investigates the reasons behind user attrition from official websites and the incentives capable of influencing channel switching.
Survey Summary
- OTA usage rate is approximately 70%, holding an overwhelming share that is 2.7 times higher than official websites.
- The most trusted source for final decisions is overwhelmingly 'OTA reviews'.
- The biggest barrier to direct booking is 'OTA point rewards', which affect the effective price.
- 'Instant point grants' are emerging as the most effective incentive for direct bookings, surpassing stay-specific perks.
- About 70% of users prefer 'instant rewards for everyone' over uncertain 'future prize draws'.
Current State of Booking Channels
A survey of 585 people revealed a serious dependency on OTAs. When asked about their primary booking method, 67.7% cited OTAs, compared to only 24.9% who primarily use official hotel websites.
Motivations for Checking Official Websites
When asked when they check an official website, 'Price/Plan comparison with OTAs' was the most common answer at 57.9%. Meanwhile, 16.5% of respondents stated they 'do not visit official websites' at all.
Background
Improving the direct booking ratio has become a critical management challenge in the hospitality industry. While many facilities offer exclusive benefits for their official websites, a majority of users continue to favor OTAs as their primary booking channel. This survey investigates the reasons behind user attrition from official websites and the incentives capable of influencing channel switching.
Survey Summary
- OTA usage rate is approximately 70%, holding an overwhelming share that is 2.7 times higher than official websites.
- The most trusted source for final decisions is overwhelmingly 'OTA reviews'.
- The biggest barrier to direct booking is 'OTA point rewards', which affect the effective price.
- 'Instant point grants' are emerging as the most effective incentive for direct bookings, surpassing stay-specific perks.
- About 70% of users prefer 'instant rewards for everyone' over uncertain 'future prize draws'.
Current State of Booking Channels
A survey of 585 people revealed a serious dependency on OTAs. When asked about their primary booking method, 67.7% cited OTAs, compared to only 24.9% who primarily use official hotel websites.
Motivations for Checking Official Websites
When asked when they check an official website, 'Price/Plan comparison with OTAs' was the most common answer at 57.9%. Meanwhile, 16.5% of respondents stated they 'do not visit official websites' at all.
FAQ
宿泊予約で最も利用されているチャネルは？
調査によると、67.7%のユーザーが「宿泊予約サイト（OTA）」を最も頻繁に利用しており、公式サイト利用者の約2.7倍に達するシェアを占めています。
ユーザーが公式サイトを利用する主な理由は？
「公式サイトが一番安い」「公式サイト限定の特典が魅力的」というお得感に加え、情報や空室状況の正確性、直接要望を伝えやすいといった安心感が理由として挙げられています。
直販予約を促進するために有効な特典は？
滞在特典よりも「汎用ポイントの即時付与」が注目されており、特に約7割が「次回予約時のポイント」よりも「その場で選べるデジタルギフト」を支持しています。
ユーザーが公式サイトを確認する主な動機は？
約6割が「宿泊予約サイトとの価格・プラン比較」を挙げており、他には満室時の空室確認や詳細情報の確認が目的となっています。
宿泊予約サイト利用者が直販へ切り替えない最大の要因は？
宿泊予約サイトが提供する「ポイント還元」が実質価格を左右しており、これが直販化を阻む最大の障壁となっています。