SHR Group’s Hotel Industry Trends Report 2024

Hotels explore new strategies to enhance guest acquisition amidst increasing competition 

After analyzing over 50 million room nights across more than 2,000 international hotels that are currently using one or multiple Allora products and services, SHR’s Hotel Industry Trends Report 2024 reveals a turning point for the hotel industry. This insightful report exposes for the first time the way the recent influx of marketing spend from OTAs is impacting hotels’ share of direct bookings, and discusses the marketing strategies needed to respond. 

Some key insights in the report: 

  • Understand recent shifts in the dynamics of direct bookings
  • Impact of Cost-Per-Click inflation on hotelier’s digital marketing strategies
  • Trends in the evolution of booking channel mix   
  • How AI-powered technology solutions can help hoteliers maintain competitiveness.