As technology continues to disrupt existing businesses and newer business models emerge, it is only imperative for hoteliers to leverage technology and maximise revenues via a mix of distribution channels. Needless to say, success of a hotel is largely the function of its distribution strategy
Book direct’ may be the mantra for every hoteliers, however the distribution landscape is far wider and complex. Direct channels (such as websites and contact centre) are more profitable and preferred however the intermediaries have their own merits. Technology is constantly re-shaping the distribution channels for hotels.
Let’s look at various distribution channels and how they are powered by technology.
Direct channels
The hotel website
Fondly known as brand.com, the hotel website is the hotels cost efficient, high yielding channel for selling rooms online. The website is an online shop which enables digital marketing and ecommerce. Hotel websites seamlessly connect with an internet booking engine and payment gateways which in turn enable the consumer to make bookings. A mobile-optimised website is crucial for the success of the brand.com as 70 per cent of travel related searches happens on a mobile device. Several techniques such as SEO, paid ads and social media channels can bring traffic to the website.
Omni channel contact centre
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