There isn’t a one-size fits all when it comes to the optimal channel mix for hotels, sorry! The distribution mix will be as unique as each hotel. Determining what percentage of business is best from each channel to bring the steadiest revenue, occupancy and allow room for profit is the never-ending hotelier challenge.

A high volume of direct business is the ultimate goal and working to make sure a hotel website is receiving and converting a high volume of traffic must be a key objective of hotel marketing teams. Quick improvements can often be made to websites to improve search engine rankings, booking engine revisions to make bookings possible within a couple of clicks and enabling direct booking from social profiles are all straight forward steps that positively impact direct bookings.

Online travel agents (OTAs) such as booking.com, lastminute.com, expedia.com are used by millions of travellers to find and book accommodation. They’re one of the most popular ways for travellers to see many hotel options in the one place, make comparisons, and find the best deals. Excluding OTA's from your distribution mix doesn’t mean increased profit, even though subject to commission charges hotels should list and optimise their profile on a number of these, to ensure guests are aware of the property when considering and booking.

Global distribution systems (GDS) are the backbone of many travel agents and travel companies for making bookings. Connecting a hotel to a GDS can massively increase distribution potential. Using GDS is great for attracting corporate and midweek bookings to your hotel. It will connect your hotel with the world’s top travel agents and their systems, enabling access to the Fortune 500 companies. The reach these systems provide is expansive and they can target travellers you have no other way of reaching.

Figuring out the optimal mix can be difficult, and managing to achieve it is the ultimate challenge, but one worth pursuing.

Click links below for more strategies and tips to overcoming hotel marketing challenges:

1. Lack of Loyalty

2. Content Competition

3. Paid Promotion

4. Direct Distribution

5. Back to Basics

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