Hotel direct channel trends in Latin America by 2024

According to a recent Phocuswright report , the direct channel landscape in the Latin American hotel industry is rapidly evolving, driven by a combination of technological innovation, changing consumer behaviors and a growing adoption of digital strategies. In this context, it is critical for the hotelier to adapt to these trends to maximize your profitability and compete effectively in a transforming market.

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1. Accelerated growth of online reservations

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In 2023, online bookings in Latin America reached 32% growth, representing 47% of market transactions. By 2027, digital bookings are expected to reach 50% of industry revenues. This highlights the importance of strengthening direct channels, such as websites and hotel booking engines. For hoteliers, investing in platforms that prioritize user experience and loading speed (less than 0.7 seconds on mobile, for example) can make a big difference.

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2. Mobility as a central axis

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Mobile has become the predominant device for online bookings. In 2023, direct bookings from mobile reached $2.7 billion and are expected to triple by 2027.

Hoteliers who optimize their websites and booking engines for mobile devices will not only increase conversions, but also strengthen customer loyalty by offering a seamless experience.

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3. Focus on personalized and loyalty strategies.

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The Latin American consumer values personalized experiences. Loyalty programs that integrate CRM technology and personalization tools are gaining traction.

These enable hotels to not only retain customers, but also increase the value of each booking, with 35% increases in direct revenue observed in recent implementations.

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4. The rise of artificial intelligence (AI) and automation

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Hotels are turning to artificial intelligence to offer personalized recommendations, dynamically adjust prices and manage internal operations. Tools such as chatbots and automated booking assistants are being rapidly adopted to offer 24/7 service and improve the customer experience.

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5. Metasearch engines and digital payments

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Integration with metasearch engines and the adoption of advanced payment solutions are key elements in driving direct bookings. Roiback, for example, has shown how these strategies can reduce cancellations by 37% and increase conversion rates by 15%.

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6. Sustainability as a competitive differentiator

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With increased environmental awareness among travelers, sustainability initiatives are influencing booking decisions. Hotels that implement sustainable practices will not only attract a more conscious audience, but will also strengthen their market positioning.

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Conclusion

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Latin America is at a turning point in the digitization of its hotel industry. Adapting to direct channel trends is not only a necessity, but an opportunity for hotels to increase their competitiveness and maximize their profitability.  

From optimized booking engines to customized strategies, hoteliers that adopt these tools will be better positioned to take advantage of projected market growth, which will reach $95.8 billion by 2027.

At Roiback, we are committed to empowering our partners' direct channel with leading technology solutions, digital marketing strategies and loyalty tools that guarantee measurable results.

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Contact usto transform the future of your hotel!

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