What was the specific month and year DIGITALIO conducted the accommodation booking survey?

DIGITALIO conducted the survey in April 2026.

What percentage of users relied on OTAs according to the DIGITALIO survey in April 2026?

Approximately 70% of users relied on OTAs in the April 2026 survey.

Which company released the 'Survey on Accommodation Booking Usage and Incentives' in April 2026?

DIGITALIO released the 'Survey on Accommodation Booking Usage and Incentives' in April 2026.

What type of incentive did DIGITALIO identify as effective for direct bookings in April 2026?

Instant point grants and digital gifts were identified as effective incentives.

How can hospitality brands increase direct booking ratios according to DIGITALIO's April 2026 findings?

By offering immediate incentives like instant points and digital gifts.

[Must-read for hospitality professionals!] What is the key to breaking free from OTA dependency and increasing direct booking ratios? 'Survey on Accommodation Booking Usage and Incentives'

Published May 27, 2026 3:00 PM ・ Updated Jun 14, 2026 3:40 PM ・ 4 min read ・ Source: PR TIMES

DIGITALIO conducted a survey on accommodation booking habits in April 2026. With OTA usage at approximately 70%, the survey reveals that immediate incentives such as instant point grants and digital gifts are essential for increasing direct booking ratios.

DIGITALIO, a subsidiary of Cross Marketing Group specialized in marketing solutions, conducted a 'Survey on Accommodation Booking Usage and Incentives' in April 2026, targeting 1,674 men and women across Japan. The survey focuses on improving the 'direct booking ratio' to increase reservations through official channels, identifying the incentives that act as a 'direct booking switch' for users who primarily rely on Online Travel Agencies (OTAs).

Background Improving the direct booking ratio has become a critical management challenge in the hospitality industry. While many facilities offer exclusive benefits for their official websites, a majority of users continue to favor OTAs as their primary booking channel. This survey investigates the reasons behind user attrition from official websites and the incentives capable of influencing channel switching.

Survey Summary - OTA usage rate is approximately 70%, holding an overwhelming share that is 2.7 times higher than official websites. - The most trusted source for final decisions is overwhelmingly 'OTA reviews'. - The biggest barrier to direct booking is 'OTA point rewards', which affect the effective price. - 'Instant point grants' are emerging as the most effective incentive for direct bookings, surpassing stay-specific perks. - About 70% of users prefer 'instant rewards for everyone' over uncertain 'future prize draws'.

Current State of Booking Channels A survey of 585 people revealed a serious dependency on OTAs. When asked about their primary booking method, 67.7% cited OTAs, compared to only 24.9% who primarily use official hotel websites.

Motivations for Checking Official Websites When asked when they check an official website, 'Price/Plan comparison with OTAs' was the most common answer at 57.9%. Meanwhile, 16.5% of respondents stated they 'do not visit official websites' at all.

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Source: PR TIMES
Category: Survey

[Must-read for hospitality professionals!] What is the key to breaking free from OTA dependency and increasing direct booking ratios? 'Survey on Accommodation Booking Usage and Incentives'

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