leads in Southeast Asia

BANGKOK, 13 February 2018: dominates the hotel booking scene in key destinations in Southeast Asia, according to the latest Siteminder assessment.

Siteminder, a leading hotel channel management platform, released its 2017 lists identifying the top 15 hotel booking sites in Cambodia, Indonesia, Philippines, Malaysia and Thailand. led in all markets, but Expedia and Agoda contested for second and third places, with the exception of Indonesia, where hotel websites (direct bookings) gained the third slot.

But overall the Siteminder evaluation showed the dominance of the big three;, Expedia and Agoda.

In reality it’s not a contest at the top. Agoda and may compete for sales, but the bottom line is they share the same owner, Priceline Group.*

In Cambodia, the Philippines and Thailand hotel direct bookings were strong in fourth place. In Malaysia hotel website bookings were relatively low in seventh place.

Middle of the table performers, GTA and Hotelbeds, also belong to the same group. Together they would have figured higher on the chart.

Ctrip, too, was a mid-table performer, but lower in Indonesia, which would suggest the China market has some room to grow in Indonesia to catch up with Thailand and Malaysia.

The lists are based on 72 million hotel reservations that passed through SiteMinder’s channel management solution during 2017 to produce USD21.53 billion in gross revenue for the company’s 28,000 hotel customers worldwide.

Reaffirming the value of having a diversified hotel distribution strategy, the lists feature a range of both B2B and household consumer channels – from OTAs to hotel websites, wholesalers and global distribution systems.

“These lists are testament to the incredible, material impact that a broad distribution strategy, which caters to a diverse business mix from various feeder markets, can have on a hotel’s bottom line,” says SiteMinder’s managing director, Mike Ford.

“They also prove the enormous – and growing – value of direct and corporate bookings, with hotel websites and global distribution systems featuring in almost every list this year. Additionally, we see that hotels continue to look to the wholesaler sector as an important provider of guests, with a number of the world’s leading bed banks featuring in every list globally.”

Speaking on the top performers in Thailand, SiteMinder managing director – Asia, Glenn Andrews added: “Ctrip has climbed one spot this year, showing the growing appeal of Thailand to Chinese travellers. Indeed, China is now the country’s top source of inbound tourist arrivals and we predict Ctrip will continue climbing up from here.

“Similarly, this marks Rakuten’s first appearance on the list, proving the growing value of Japanese travellers to the Thai hotel market. Japan is now the country’s fifth-largest source of inbound tourist arrivals.”

In Thailand, the top 15 booking channels collectively contributed 87% of all revenue that passed through SiteMinder’s channel manager for hotels in the country in 2017, proving their effectiveness in attracting, reaching and converting today’s consumer. * (Report revised 15 Feb after reader feedback).

Regional snapshots 


  2. Expedia
  3. Agoda
  4. Hotel websites (direct bookings)
  5. GTA
  6. Hotelbeds
  7. Ctrip
  8. Fusion Holidays
  9. Traveloka
  10. HotelTravel
  11. Rakuten
  12. Hostelworld Group
  13. Flight Centre Travel Group
  14. Asia Travel
  15. HRS – Hotel Reservation Service.

2 Expedia
3 Hotel websites (direct bookings)
4 Agoda
5 Traveloka
6 Hotelbeds
7 My Bookings/Entertainment Book
9 Global distribution systems
10 PegiPegi
11 Ctrip
12 Airy Rooms
13 Flight Centre Travel Group
15 MG Holiday

2 Agoda
3 Expedia
5 Traveloka
6 Hotelbeds
7 Hotel websites (direct bookings)
8 Ctrip
9 Asia Travel
10 HotelsCombined
11 HRS – Hotel Reservation Service
12 Egypt Express Travel
13 Rakuten
14 Destinations of the World
15 Global distribution systems

2 Agoda
3 Expedia
4 Hotel websites (direct bookings)
6 Hotelbeds
7 Ctrip
8 Asia Travel
9 Traveloka
11 Rakuten
12 HRS – Hotel Reservation Service
13 Global distribution systems
14 Destinations of the World
15 Hostelworld Group

2 Agoda
3 Expedia
4 Hotel websites (direct bookings)
6 Ctrip
7 Hostelworld Group
8 Hotelbeds
9 Asia Travel
10 Mr & Mrs Smith
11 HRS – Hotel Reservation Service
12 Rakuten
13 Global distribution systems
14 Tablet Hotels
15 Splendia


  1. “Agoda, and Expedia may compete for sales, but the bottom line is they share the same owner, Priceline Group…..”

    WHATTT??? Verify your sources…

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