Complexities of Hotel Distribution - Combating Challenges!
By Tim Unwin EVP Hospitality Solutions, RateGain | July 14, 2013
Hotel distribution is like a complicated tapestry. An intricate weave made up of systems and interfaces that looks impressive from a distance, but doesn't make much sense when you are up close enough to see the detail.
So how can you find clarity in this world of grey?
The number of individual channels of distribution potentially available to a hotel is difficult to estimate with any accuracy but can easily be in the thousands. There are a variety of ways to categorize the channels:
- online or offline
- OTA or GDS
- direct or indirect
- Push or pull
- Retail or wholesale
With so many moving parts, it is often difficult to understand the relevance and contribution of one particular channel.
From the hotelier's perspective, the picture should tell a simple story. One in which a carefully constructed revenue management strategy is neatly packaged with appropriate amounts of branding and guest recognition to deliver an endlessly growing line of revenue. In an ideal world, this would happen reliably, with minimal human intervention and for negligible cost.
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