Distribution partner analysis
Individual market strategy is of major importance
Which product do I have to offer? Are my prices in line? And where is my target group? These are questions with which each hotel keeps itself occupied. But not every hotelier may come to the same conclusions. Especially in the area of distribution, the hotels aim should be to find its own individual market positioning.
- » Who else does the distribution partner work together with?
- » Which distribution reach has he got?
- » Are the marketing phrases really put into action?
- » Is the partner reliable?
- » Is the offered system easy to use?
- » Do the costs which are connected with the distribution partner really way up the usage of what you get out of it?
Let us demonstrate this using an example: Can a small 30 bedroom country hotel without any major industry around really benefit from a connection to the travel agency systems of the GDS? These systems are more directed for business travellers. But to completely abandon this area can be fatal. In the leisure segment every 10th customer uses an online system in order to book travel of i.e. a weekend trip. Therefore if you are not using an electronic distribution system, you loose the opportunity to aquire this target group.
In order to work together with distribution partners, you require a reservation system provider. Here you have to differentiate. Some of these service providers only offer pure technology. Others offer entire marketing co operations with further distribution opportunities. Before a hotel or hotel group decide, a strategy should be fixed. Not every hotel must take out the full package - see the small country hotel! What does it bring to have a Mercedes car in the garage if a Polo car might be sufficient for my business model?
Get in touch!