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Del curso dictado por ESSEC Business School

The fundamentals of hotel distribution

511 calificaciones

ESSEC Business School

The fundamentals of hotel distribution

511 calificaciones

Curso 1 de 4 en SpecializationHotel Management: Distribution, Revenue and Demand Management

In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jump start your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)

De la lección

How to manage your OTA

In this final module you will attack the critical issue of how to work better with Online Travel Agents. Learning best practices from OTA managers themselves, you will make sure that you are exploiting these valuable and fast growing points of sale to their maximum potential.

The Billboard Effect7:15

Pay-per-Performance1:56

Market Information2:50

Conoce a los instructores

Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Nicolas Graf
Professeur
Management

[MUSIC]

With their global vision of what's happening,

OTAs are well-placed to understand overall booking patterns, including supply and

demand, for your particular market.

As such, they can provide the hotel with macro-level intelligence

as well as deep-market insights that will be difficult to obtain otherwise.

In the past, most of this information passed through the hands

of the market manager, the hotel's key contact within each OTA.

Since they typically deal with a particular geographical region and

work with multiple hotels, market managers usually have a deep understanding of how

the online marketplace for your city works and can thus provide valuable insights and

advice on strategies to help maximize your business and profitability.

In addition, many OTAs are increasingly supplementing this with self-service

options on their extranet-based systems, which provide hotels with

information on booking patterns in their particular market as a whole,

as well as allowing them to compare their performance with customizable,

competitive sets of other hotels.

Such information is not just useful for working with the OTA in question, but

can help drive the hotel's overall distribution strategy.

For example, being able to see that your direct competitors are all consistently

achieving higher rates than you may be an indication that you're underpriced and

that you need to increase your rates across all channels.

Similarly, seeing that the city is empty next month

can help you plan additional marketing actions to generate additional demand for

your property at what you have now been forewarned will be a very quiet period.

Getting access to such macro-level and

competitive data is a superb benefit of working with an OTA and

one that will be difficult and expensive to acquire otherwise.

Thus it can be seen that there is a whole host of

highly specific benefits to working with the right set of OTAs.

However, here the key word is working.

Using an OTA is not simply a matter of signing up and

presuming that the bookings will automatically come flowing in.

As we will see in the next lesson,

to maximize the potential of working with these powerful distribution channels,

hotels need to actively engage with the OTA to make sure that they

are attractively displayed and very easy to sell.

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