White Paper: The distribution challenge - Managing a wider distribution mix and optimizing channel management
04 July 2012
To collect greater insight from 3-star and 4-star hotels, Ecole Hôtelière de Lausanne (Switzerland) and RateTiger
researched the impact that channel management has on the sales environment and how hoteliers are managing the new distribution landscape.
The discussion of challenges the hotels had faced in 2010-2011 confirms that it was a difficult time, with fickle demand and significant shift in the volume of bookings from different customer segments, respectively how distribution channels had a significant impact on where reservations derived. The spectrum of challenges drew from increased exposure and new markets, to shifting from the group travel segment to developing new corporate contracts, pushing direct sales, managing faster availability and rates on distribution channels, and reinforcing rate parity and rate integrity.
The survey done by Horatiu Tudori, senior lecturer at Ecole Hôtelière de Lausanne, and Ryan Haynes, vice president for marketing for eRevMax, shows two conclusions: 1) having a reliable channel management tool is the norm; and 2) revenue management is more than ever about the right distribution channel in terms of exposure and costs.
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