May 13, 2013

The increasing dilemma between opportunities and resources in online hotel distribution


The requirements on technology, knowhow, time and effort in the daily operation and maintenance of a hotel in today’s distribution environment are significantly larger than they were five years ago. Distribution managers today have to decide which channel to spend their time on, as they cannot invest their time on every available or possible channel.

There is an increasing dilemma between the opportunities given on multiple platforms, targeting different consumer segments in a variety of markets, and the resources available in a hotel. The opportunities increase, whereas the resources are limited.

Distribution managers today have to decide which channel to spend their time on, as they cannot invest their time on every available or possible channel.

In addition there is a widening gap between the knowhow required to work channels profitably and the knowhow available in hotels. Distribution managers with a sense for ROI and profitability are in demand. Also, in order to provide a coherent picture or message of the hotel and brand across all channels, distribution and e-commerce managers have to work very closely today with communications, marketing and revenue management. It is impossible today to prepare and launch a profitable campaign without close cooperation with the other departments.

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