Independent hotel properties are continuing to show positive ADR growth compared to branded properties, according to a report based on Expedia’s Q1 2017 data. The data suggests an ongoing trend of strong performance by independent hotels—since Q1 2014, independent hotel ADR growth has increased at twice the rate of ADR growth for branded properties.
“Online marketplaces have helped independent hotels gain access to a global travel audience, and insight tools, that in the past, were more exclusively advantages for brands. Couple this with the massive rise in desire for travel and experiences among both international and domestic travelers, and the ease with which travelers can now discover and book hotels, and we’re seeing a democratization based on visibility, quality, unique selling attributes, and traveler needs.”- said Mark Morrison, Expedia’s VP of Owner Services
In particular, mobile-savvy customers are increasingly booking independent hotels. The share of room nights booked via mobile grew roughly 15 percent year-over-year for independent properties, and volume growth via mobile went up nearly 25 percent. Overall, mobile demand growth for independents outpaced branded properties in four of the five biggest markets.