Australian Hotels Turn to Online Platforms to Drive Off-Season Stays

Findings from the 2025 Australia Accommodation Barometer reveal which strategies Australian hoteliers consider most effective, and least effective for attracting off-season stays. 82% of respondents said that online travel platforms were an effective way to secure off-season bookings; in fact, for every Australian accommodation provider that doesn't find such platforms helpful, there are more than 27 who do trust in their ability to help mitigate seasonal fluctuations. Paid search ads were also seen as an effective means of promotion by 64% of accommodations, as well as partnerships with wedding and event planners (63%) and traditional travel agents (62%). In comparison, more traditional promotional methods such as email campaigns (35%) and ads in traditional media (27%) are considered to be far less effective; opinions were also much more split regarding whether such methods are still effective at all.

The 2025 Australia Accommodation Barometer is the third study of hoteliers conducted by Statista in collaboration with Booking.com, surveying 250 accommodation executives and managers from across Australia. Click here to download the full report.