As we enter the main phase of Summer 2021 for the northern hemisphere of the globe, data collected from Booking.com highlight an increase of the demand for travelers.
The rollout of vaccines in many parts of the world means we're finally starting to see pent-up demand turn into bookings. By working together, we can meet the needs of today's travelers and make the most of this important summer season.
This guide will focus on maximizing your property's success this summer by better catering to the key traveler behaviors according to the data collected by Booking.com.
1. Searching for stays in July, August and September
More than one-third of searches are now for summer months.
In anticipation of restrictions lifting, more than one-third of the Booking.com searches are now for summer months – back in line with the percentages seen at this time in 2019. This gives a strong signal that people are confident they'll be getting back out there this summer, so it’s important to optimize your availability now to capture this demand.
TIP: Update your availability2. Looking for flexibility
90% of travelers are booking flexible rates for this summer.
Given the uncertainty we’re all living through, it’s not surprising that most travelers want to be able to change travel plans if necessary. 90% of travelers are booking flexible rates for this summer. If you’re not offering these rates, you’re missing out on almost all the summer bookings we’re seeing right now.
Reassuringly, we’re also seeing improved cancellation rates compared to the levels we saw at the end of 2020.
We know you also need to strike a balance between getting bookings and your need for more secure revenue.
With flexible date changes, now it's easier for you to respond to guest requests and modify their reservation dates if their plans change, further reducing the likelihood of cancellations.
TIP: Add flexible policies
3. Planning to stay longer
Higher proportion of summer bookings for stays of seven days or more than in 2019.
With so many accrued vacation days and many months since their last trip, it makes sense that travelers are booking longer stays than usually. Booking.com has seen a higher proportion of bookings for seven days or more than they did at this same point in 2019.
Appeal to these potential guests by setting up long-stay rate plans, which are specifically designed to attract lucrative stays of a week or longer. Offering discounts to weekly stays may help you attract these guests.
TIP: Add long-stay rates4. Seeking safety reassurance
Partners who display their health and safety measures are seeing 11% more bookings.
Even with the desire to travel again, it’s understandable that people want more assurances about the extra measures in place to protect their health and safety. 70% of travelers said they’re more likely to book a property if it’s clear what health and safety measures are in place – and this is translating directly into revenue.
Partners displaying their health and safety measures are getting 11% more bookings on average compared to those who don’t, so it’s important to keep your property information up to date.
TIP: Update your measures5. Making more Genius bookings
Genius partners have seen 29% more bookings since membership were expanded.
To help partners be more visible and secure more bookings at this crucial time, Booking.com recently expanded Genius membership to all travelers with a Booking.com account.
Since this change, Genius partners have seen 29% more bookings.
Three in four Genius reservations are also made by Genius members who visit Booking.com directly, through strategic partners, or via Booking Holdings sister brands – meaning Genius properties can expect incremental bookings.
TIP: Visit the Genius page
6. Booking more on our app and mobile
More than two-thirds of bookings on our platform are now made on mobile devices.
The Booking.com app was the most downloaded travel app in the world between January and March this year, and more than two-thirds of their bookings come through mobile devices, making it their fastest growing booker segment.
When partners create a special rate to appeal to these travelers, we see them capture 28% more mobile bookings.
TIP: Add mobile Rate
