Channel Management

Does your hotel have a channel management strategy?

For most hotel marketers, there does not appear to be much science regarding the decision on which distribution channels are used, as well as the ongoing management of those channels. Most hoteliers appear to have adopted a strategy that seems common across much of the industry, whereby channels and companies within those channels are added with no thought as to thei impact on the hotel's profitability. While it does make sense to have the widest possible product distribution in many cases, there are several criteria that should be evaluated when determining whether or not to add (or delete) a distribution channel. Adding high maintenance distribution channels or companies without a clear return on investment is not good marketing practice. Managing all channels effectively requires evaluating how the hotel’s target audience prefers to do business and how they can effectively be redirected to booking channels that are more profitable to the hotel.​
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