As the tourism industry continues to flourish post-pandemic, hoteliers in the Maldives must understand the preferences and behaviours of their potential guests to effectively market their properties and maximize their bookings.
In this article, we provide insights into the hotel selection factors and booking preferences of travellers visiting the Maldives, including the distribution of booking channels, the top factors influencing hotel selection, and the overlap between travel inspiration and booking intent. By understanding these insights, hotels can develop effective marketing campaigns and capture bookings from various sources.
Travellers’ preferences and booking behaviours vary significantly when it comes to choosing and booking hotels in the Maldives. A recent report sheds light on the hotel selection factors and booking flow among guests travelling to the Maldives. According to the report, 36% of bookings are made via travel agents, 30% via online travel agencies (OTAs), 21% plan to book directly with the hotel, and the remaining 11% mainly book by other means.
The study also highlights the factors influencing hotel selection among travellers. Social media is a significant factor, with nearly 36% of travellers using Instagram, TikTok, and Facebook for inspiration. Recommendations from travel agents and friends and family are also influential. Online search and OTA search play a less significant role in hotel selection, and Facebook is the least impactful platform among all social media channels.
Interestingly, there is considerable overlap between travel inspiration and booking intent, emphasizing the importance of a multi-channel approach to marketing and booking strategies. For instance, over 40% of travellers who prioritize recommendations from travel agents plan to book online (OTA and direct), while among those who book with travel agents, over 35% get inspired by online search and OTA search, and 22% from social media.
To effectively target and convert guests, hotels need to showcase their properties on social media, engage with travel agents, and optimize their direct booking channels. By understanding the overlap between travel inspiration and booking intent, hotels can develop more effective marketing campaigns and capture bookings from various sources.
It is important for hoteliers to understand the hotel selection factors and booking flow among their potential guests to succeed in the competitive Maldives tourism market. Hotels can maximise their reach and increase bookings by tailoring marketing strategies to address these preferences and maintaining a strong presence across various channels.
Feature Photo: Soneva Fushi