10 Essentials of Online Hotel Distribution
Albert BarraAugust 12, 2018 · 3 min read
Allow me to outline what I believe are the keys to effective hotel distribution online.
Any hotel seeking to maximise revenue must make a major effort to achieve effective distribution. To do so, it must have access to specialised resources that can guide its in-house teams until they acquire the necessary level of expertise.1. Use a Distribution expert to advise you and provide recommendations.
2. Create and develop a Yield Management strategy
The hotel must establish a revenue management strategy for its distribution channels, derived from its overall Yield strategy. Properly applying strategies across each distribution channel will ensure the hotel achieves its ultimate objective.
3. Remain open to reviewing and redefining your strategies and tactics in pursuit of improvement.Hold Yield meetings with the key people involved in your online distribution systems. These meetings should be used to review performance, average rates and target achievement, as well as to redefine or adjust the hotel’s strategy across its distribution channels.
4. Make your online Distribution Strategy part of the Hotel Marketing Plan and ensure it is aligned with its stated objectivesThe best online hotel distribution strategies are closely integrated with the hotel’s Marketing Plan.
5. Apply Rate and Availability Parity across all distribution channels.Hotels must ensure that all distribution channels offer the same rates and availability types. Consumers are only one click away from moving from one distributor to another; therefore, if there are price differences, make sure there are proportionate differences in service and/or restrictions that justify them.
6. Use good descriptions and photographs to promote your property
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7. Optimise your website and add an online booking systemThe main objective of any website should be to sell accommodation. To do so, you need to know how to present the rooms and rates, and offer guests the option to book.
8. Explore new online distribution opportunities
With new portals launching every day, new opportunities arising in GDSs, and so on, it is difficult to stay up to date with every business opportunity. Do your best to achieve this.
9. Maintain a close relationship with your Distribution providers
To stay informed about opportunities and be able to take advantage of them, maintaining a good relationship with your distribution partners can be vital, and can improve your hotel’s visibility levels.
10. Stay informed about developments in the sectorOnline hotel distribution is highly dynamic and ever-changing. Staying informed requires a daily effort, but even a minor change can mean that, if you do not keep up to date, you may miss a business opportunity or find yourself left behind in a highly competitive distribution channel.
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