The share of direct hotel room sales by hoteliers in Russia rose by 28% from January 2023 to mid-March, compared with the same period a year earlier. This trend was reported by Kommersant, referencing calculations from the Travelline hotel business platform, which tracks bookings and revenue streams across the market. The rise signals a shift toward direct-to-consumer channels as hoteliers seek higher margins and closer engagement with guests, even amid broader market fluctuations and regulatory changes affecting tourism flows.
During the same period, the portion of hotel room reservations made through online booking platforms declined from 76% to 48%. Industry observers attribute this to increased direct inquiries, the expanding use of loyalty programs, and hoteliers investing in their own digital ecosystems to streamline pricing, inventory, and guest communications without intermediary fees.
Valentina Miklyaeva, managing director of the cloud-based hotel management system Bnovo, noted that the direct sales volume for accommodation owners has roughly tripled, reaching about 74%. She explained that many Russians prefer booking directly through hotel websites or by phone, valuing quick responses, personalized offers, and the assurance of direct contact with the property. This preference aligns with a broader move toward owning the guest relationship from first inquiry to post-stay follow-up.
Anna Satdarova, head of the hotel and hotel management system at Kontur.Hotel, observed a threefold increase in bookings originating from hotel websites over the past year. She highlighted enhanced website functionality, mobile optimization, and clearer room-rate transparency as key drivers that entice guests to bypass third-party platforms in favor of direct channels with their preferred properties.
Earlier this year, Arina Aktemirova, head of the hotel department at Ostrovok.ru, reported that a large number of small accommodation facilities had joined the platform in the preceding year, expanding choices for travelers while also intensifying competition among distribution channels. The shift toward direct bookings reflects a dynamic environment where properties experiment with rate plans, bundled offers, and direct communication tools to build repeat visits and higher guest satisfaction. It is important to note that global platforms faced operational changes in Russia in 2022, leading some partners to reconfigure or pause certain services while hoteliers continued to adapt to evolving market conditions.