B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
52%
52% -- share of travellers preferring direct booking for travellers finding hotels on booking platforms (2026)
52% of travellers who discover an accommodation on booking platforms like Booking.com, Hotels.com, or Airbnb prefer to book directly on the accommodation's own website.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
52%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
amenitiz.com
Primary
Tier C
https://amenitiz.com/en/blog/hotel-booking-software-the-guide-to-choosing-the-right-program ↗
Source Article
How To Choose the Right Hotel Booking Software in 2025
Original Research
amenitiz.com
· Original study ↗
Methodology
Cited as 'latest studies on travelers' booking habits'; original study not named
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
travellers finding hotels on booking platforms: 52% share of travellers preferring direct booking. Source: amenitiz.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/travellers-prefer-direct-booking-52
HTML Embed
<blockquote cite="https://lighthousedata.io/data/travellers-prefer-direct-booking-52" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>52%</strong> -- share of travellers preferring direct booking for travellers finding hotels on booking platforms<br><small>Source: amenitiz.com (2026) · <a href="https://lighthousedata.io/data/travellers-prefer-direct-booking-52" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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