“To maximise revenue and take full advantage of any projected market growth, hoteliers must establish the right mix of direct and online booking channels. The choices are endless, yet it is crucial to make the right decisions.
There are a variety of factors that I use to influence my decision, for non-legacy OTA’s. It’s of vital importance to use a mixture of channels that meet the needs of your specific target audience (demographic, geographic). Some channels may also have higher costs or slimmer margins.
Your strategy should find a mix of visibility, profitability, and optimised brand messaging. You should continuously test new channels, optimise existing ones, and make sure that your legacy channels are delivering profitable results.
Your distribution strategy should not be static.”