How Russians Search for and Book Accommodation: A Multichannel Approach to Hotels and Apartments

How Travelers Choose a Place to Sleep

According to a VTsIOM study commissioned by the Russian Union of the Tourism Industry, the Russian accommodation‑booking market has long outgrown the idea of a single service. The average tourist browses three different aggregators and often switches channels between the search phase and the final purchase. That tells us the habit of “price‑checking” is now the rule, not the exception.

Searching and booking – two separate steps

Most respondents (about a third) sometimes look for options in one system but place the order in another. This “split” lets them compare offers, read reviews and pick the best price‑quality mix. In the end 76 % of travelers use more than one platform, and 51 % prefer two or three services right away. The remaining 24 % stick to a single resource.

What Russians Prefer: Hotels or Apartments?

Traditionally, hotels and aparthotels dominate the Russian market. Over the past two years, more than three‑quarters of those surveyed stayed in hotels, motels, hostels or guesthouses, while just over half chose apartments, serviced flats or private houses. Interestingly, 86 % of travelers see these two formats as interchangeable – they can switch between them without hassle.

Overlapping preferences

People who lean toward apartments almost always consider hotels as well – 98 % of them have used hotel accommodation at least once. The reverse is true too: 72 % of hotel fans have tried apartments. On average, each tourist has stayed in two different types of lodging over the last year or two, underscoring the flexibility of choice.

Multichannel Presence from the Supply Side

It isn’t only travelers who hop between services – hotels, aparthotels and other lodging providers are also active on several platforms at once. The survey found that 88 % of properties are listed on more than one aggregator, and they typically use five different channels. More than a third work with over five services simultaneously.

Why they do it

The main driver is reach – 75 % of owners say multichannel distribution helps attract new guests, and 51 % believe it boosts overall occupancy. Moreover, 86 % of those already on aggregators are open to adding more channels, be it classifieds, tour operators or agencies.

Channel‑management tools: popularity and obstacles

Despite a strong online footprint, only a small slice of providers employ dedicated channel managers – software that synchronises bookings across platforms. More than half (53 %) manage without them. The reasons vary:

• Lack of information – 36 % simply aren’t aware such tools exist;
• No perceived need – 35 % think they’re unnecessary;
• Cost – 29 % consider the price too high.

Those who have adopted a manager most often pick TravelLine, "Broniruy Online" and Bnovo. These solutions automate inventory updates, pricing and calendar syncing, which is especially valuable when juggling five or more sites.

What’s next?

The study highlights that multichannel distribution has become the norm for both travelers and providers. One website or aggregator is no longer enough to guarantee a steady flow of guests. The market stays open to fresh ways of attracting customers – new online platforms, social media channels or deeper integration with tour operators.

For the traveler, this means comparing offers on several sites when planning a trip. For the accommodation owner, it suggests looking at expanding presence and, if needed, investing in a channel manager to simplify work across many platforms.

Based on materials from: trn-news.ru.