We all know that for any business, distribution is at the core of revenue success. This is primarily in the case of the hotel industry. However, with changing times, hoteliers sometimes find it difficult to make a decision as to how to efficiently manage their distribution eco-systems. the truth is that while technology, customer profiles, and buying habits have changed dramatically. Some hoteliers are still following conventional methods that they applied when they started the hotel business or at the time when they made some significant change in ownership. These methods include revenue management system, old fashioned channel managers, property management systems, and business intelligence tools which were introduced with great attention at the time of opening of the hotel. It is understandable why hotels take this approach, many are tied with long term contracts with partners and have created a process that they feel works for them.
Technology, customer profiles, and buying habits have changed drastically, especially in the last decade. The hospitality industry is fast-paced. Innovative solutions are coming up, and various hotel operators are implementing it at a rapid pace. The hoteliers who are still following conventional techniques risk being left behind newer & tech-savvy players.
The industry should recognize that given the technology advancement, competition, and customer demands, it is reasonable to look around for new distribution partners. Searching for new distribution partners can be a daunting task, but no one needs to live in the past through fear of change. There are various experienced organizations that can help manage the project of revitalizing the distribution partner. To help hoteliers evaluate where their business stands, here are the top signs that show that they need a new distribution partner:
It’s your partner’s duty to keep you updated on the latest marketing practices and operating processes. Currently, there are 400 OTA’s globally, Metasearch websites, OTA’s for hostels, vacation homes, business travel websites, group booking, among many others. If you don’t know it all, this means that your partners probably don’t know all this or don’t think it is important to tell you about these advancements. This is a clear sign that you are in major trouble.
What you need is a committed smart distribution solution with a clear understanding of the industry and is concerned about your hotel’s business. For instance, with RateGain’s (Travel Technology company) acquisition of DHISCO, for end-to-end distribution, and BCV, that manages their guest social media profiles to maximize the lifetime value, shows that the company is not sitting still.
Various hotel operators have signed contracts with their distribution partners many years ago. The hotel operators should know that the cost of distribution has gone drastically low in a few years. You should make sure that you are not charged more than the market price. Moreover, search for the answers to some questions such as whether your property management system cost is competitive to the people you meet at trade shows? Do you have the chance to take part in great consortia packages in order to gain more revenue? The answer to such questions may give you a surprising reality check.
The distribution partner should do a quarterly business review with its hotel partners through hotel distribution software. You should regularly check whether your distribution partner is conducting quarterly business review regularly or not. Keep a check- that the review which you have passed during the meeting is processed or not, or whether they are aligning with the company goals or not.
It is futile to work with distribution partners who don’t listen to the opinions or meet the business needs. It’s a clear sign that you should look for a new partner or take some severe measures to improve the workings of your distribution partner.
If your current distribution partner has shown any of the signs mentioned above, it’s time that you take some serious measure or engage with a new distribution partner.