Three Things You Should Know About Channel Management
By Eric Gourdie Strategic Revenue Director, Sceptre Hospitality Resources | October 27, 2013
With hundreds of distribution channels and many more to come, what is channel management all about and what should be your primary objectives? These are the deliberations of our revenue management and WindsurferCRS leadership teams at a recent Sceptre Hospitality Resources innovation meeting.
Together we came up with three things hoteliers should know about channel management: Know the Facts; Get Connected; and Monitor Costs.
1. Know the Facts
While the textbook definition of channel management (CM) is how companies reach and transact with customers, to hoteliers CM refers to capturing potential booking inquiries and converting them to actual bookings. To sophisticated hoteliers, CM also gives great consideration to cost of sales and channel suitability for property and financial objectives. There are various channels ranging from branded distribution sources to online travel agencies (OTAs) and similar business models such as merchant, retail opaque and even flash sale business drivers.
For the sake of this article, CM will only refer to electronic distribution channels and not other, more sales-intensive segments or distribution sources. However, it is important to note that different channels come at varying costs and trade-offs including guest retention, booking policies, cost of sale and clientele expectations. With consumers increasingly using new channels, we must create a balanced strategy to maximize RevPAR with the most cost-effective distribution plan. So who are the major players in electronic distribution? They are:
- GDS - Global Distribution System
Any discussion of the electronic channels as a distribution channel for travel needs to start with an understanding of the existing electronic distribution infrastructure, the Global Distribution System (GDS). The airline industry created the first GDS in the 1960s as a way to keep track of flight schedules, availability and prices. Although accused of being "dinosaurs" due to their use of legacy system technology, the GDSs were actually among the first e-commerce companies in the world facilitating B2B electronic commerce as early as the mid-1970s, when Sabre (owned by American Airlines) and Apollo (United) began installing their propriety internal reservations systems in travel agencies. Prior to this, travel agents spent an inordinate amount of time manually entering reservations. The airlines realized that by automating the reservation process for travel agents, they could make the travel agents more productive and essentially turn into an extension of the airlines' sales force. It is these original, legacy GDSs that today provide the backbone to the electronic travel distribution system, including most internet travel sites. The four major GDS systems are Amadeus, Galileo, Sabre and Worldspan. In addition, there are several smaller or regional GDSs, including SITA's Sahara, Infini (Japan), Axess (Japan), Tapas (Korea), Fantasia (South Pacific), and Abacus (Asia/Pacific) that serve interests or specific regions or countries.
The Hotel Business Review articles are free to read on a weekly basis, but you must purchase a subscription to access
our library archives. We have more than 5000 best practice articles on hotel management and operations, so our
knowledge bank is an excellent investment! Subscribe today and access the articles in our archives.