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New hotel distribution channels could benefit hotel ADR

August 03, 2012 | Hotel Marketing

Their increased functionality for consumers and hoteliers could make the new generation of hotel distribution platforms a source of rate increases for the hotel industry, a panel of experts said during a HSMAI webinar this week.

As hotel rates continue to climb toward previous peaks, suppliers must be cognizant of new and emerging channels within the distribution space, according to panelists Tuesday during an HSMAI webinar titled “Leveraging Emerging Channels.”

Platforms such as Hipmunk, Global Hotel Exchange, Simple Honey and Google Hotel Finder could help hoteliers get over the hump—an obstacle that has proved more challenging in some markets than in others.
As of May, for example, New York has seen a $33 increase in average daily rate, while Dallas and Atlanta have seen increases of $2, according to data from STR, parent company of HotelNewsNow.com.

“Due to the large amount of discounting over the last few years, it’s going to be hard to get that consumer confidence back,” said Brittany Baldwin, director of business development for destinations at STR.

The right distribution strategy might help in those efforts, said panelists, who highlighted notable platforms in the realms of meta-search, “day of” and flash sales.

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