Airbnb joins SiteMinder hotel distribution channel revenue list

UK: SiteMinder, a guest acquisition platform for hotels, has revealed that Airbnb and Mr & Mrs Smith have joined the list of distribution channels that brought the greatest booking revenue to hotels in 2020 and since the hotel booking reset in April.

The annual lists point not only to the sustained growth of direct bookings for hotels, but also to a broader range of consumer choices and a shift away from the consolidation seen in the space in previous years. 32 distribution channels made their first appearances in the list and 20 climbed at least two positions on the previous year’s showing.

Other key findings included:

  • The increased popularity of Airbnb as a distribution channel for accommodation providers, especially since April. Airbnb debuted among the top 12 in the UK and eight other destinations, rose in five destinations over the full year, and surpassed its full-year ranking in ten destinations since April.
  • The strengthening of local and regional distribution channels as a result of restricted international travel. Over the entirety of 2020, they comprised around half of the top 12 in each destination and were particularly dominant from the start of the global hotel booking reset. While local and regional distribution channels such as Off Peak Luxury in the UK have not ranked among the top 12 distribution channels over the full 2020 year, they emerged among the top 12 since April.
  • The explosion in spontaneous travel, spurred by unpredictable changes in travel restrictions. and HotelTonight collectively feature among the top 12 lists of nine destinations, including the UK, over the pandemic period.
  • The continued relevance of wholesalers, with leading bedbank Hotelbeds among the top 12 in each destination, including the UK, both over the full 2020 year and during the pandemic period. WebBeds was also among the top 12 in the UK and seven other destinations since April.

James Bishop, SiteMinder’s senior director of global demand partnerships, said: “The travel disruptions of 2020 levelled the playing field for many distribution channel providers to demonstrate the unique value they provided to consumers and therefore to hotels.

“With international travel restrictions in place and rising cases of coronavirus around the world, many consumers were drawn to local hotel accommodations where the direct hotel website has always performed well, or through local booking channels, which, after an initial slump, saw an uptick from pent-up travel demand. Many other consumers were drawn to the staycation appeal and perceived security of Airbnb-listed properties.
“SiteMinder’s lists of the top 12 hotel booking revenue makers are testament to real changes in people’s travel behaviour and preferences during this time.
“This past year in the UK, as a result of the hotel booking reset, we naturally saw a decline in international guests and, subsequently, a greater relevance of local and regional players such as [Classic Britain], Off Peak Luxury and Consumers have changed.
“It is therefore critical that hoteliers assess how and where they sell their rooms, and ensure they embrace the distribution channels—global and local, direct and indirect—with proven effectiveness in securing reservations and revenue,” he added.
In the UK, the top 12 hotel booking channels in 2020, based on total gross revenue made for all users of SiteMinder’s platform, were:
Over the full 2020 year


2. Expedia Group

3. Hotel websites [direct bookings]

4. Global distribution systems

5. Hotelbeds

6. Agoda

7. Mr & Mrs Smith

8. Airbnb

9. HRS – Hotel Reservation Service


11. WedBeds – Sunhotels

12. Hostelworld Group

Since the hotel booking reset [April – December 2020]


2. Hotel websites [direct bookings]

3. Expedia Group

4. Global distribution systems

5. Mr & Mrs Smith

6. Agoda

7. Hotelbeds

8. Airbnb


10. Off Peak Luxury


12. WebBeds – Sunhotels

Airbnb previously bought hotel booking service HotelTonight back in 2019, as part of its strategy to reimagine travel by building an all-in-one travel platform, which connects where you stay, what you do, and how you get there, in one place.

The HotelTonight service focuses on making last-minute trips easy and enjoyable, by offering travellers an efficient, on-demand booking for boutique and independent hotels. By working together, Airbnb and HotelTonight seek to offer guests a wider range of choices and make it easier for the world’s best boutique and independent hotels to connect with Airbnb’s global community of travellers.

To view the top 12 lists of all travel destinations worldwide, visit the SiteMinder website at this link.