Understanding guest behaviour is a must in today's competitive market, and leveraging data effectively can make all the difference.

Staying informed means you can make more strategic decisions, improve your guests’ experiences, and ultimately drive more bookings and revenue to your hotel.

Our latest data analysis reveals some interesting trends in hotel bookings for the first half of 2024, offering valuable takeaways for the industry:

Monday Night Madness

It’s worth noting our data shows that 9pm on Monday evenings is the most popular time for booking hotel stays, with the revenue generated at this hour significantly outpacing other times of the day.

This ‘Monday night madness’ exemplifies a pattern where the post-work slump prompts a surge in planning trips away.

Weekly Booking Trends

While Monday leads the pack, Tuesday follows closely behind in booking numbers. As the week progresses, booking activity gradually decreases, with Saturday being the least likely day for making reservations.

Interestingly, even though Saturday and Sunday see fewer bookings, they boast the highest average basket values, indicating that people tend to make higher-value purchases over the weekend.

Women Lead the Way

Our data reveals that women are the primary drivers of hotel bookings, accounting for nearly twice the number of stays compared to men and having a higher average basket value.

Specifically, women made up 64% of bookings and 65% of the total spend, which goes to show how much they influence the travel market.

Hourly Insights

When examining booking behaviour by the hour, early risers appear to spend less, with the lowest average basket value recorded at 11am. Most substantial booking activity occurs later in the day, particularly around the 9pm mark.

Harnessing the Power of Data

William Cotter, our Founder and Managing Director, emphasises the importance of these insights:

“There is power in data for many reasons, but mostly because it allows us to understand our customers better and improve their experience. Data insights around customer behaviour and preference can spark seismic changes in a hotel’s approach to marketing and communications, leading to significant improvements in bookings and upselling.”

As we move into the second half of 2024, we’re eager to continue monitoring these trends and anticipate further shifts by 2025. We're dedicated to using data to help our clients, making sure we give them the best tools and insights for success in the hotel industry.

Why not check out our guide on maximising revenue through the customer booking journey?