VIDEO: TravelClick on optimizing channel mix
Brand.com, voice, property direct, GDS and online travel agenciess all play a role in bringing guests to hotels. It’s really just all about the guest they serve, the customer they serve and how they prefer to book.
NEW YORK—When analyzing one distribution channel over another, be cautious not to paint with too broad of a brush. There are many factors that go into periodic rising or falling demand from a certain channel, said Tim Hart, executive VP of TravelClick.
Hart, during a break at the NYU International Hospitality Industry Investment Conference, discussed TravelClick’s take on distribution channel management and how hoteliers should optimize their mix.
“I’m a believer in the various channels performing their various functions. It’s always customer-segment specific,” Hart said. “Some of the channel noise is sometimes misplaced because it’s all so segment-specific, type-of-customer specific. If one customer segment is up and another is down, we make conclusions about the channel itself when it’s really just all about the guest they serve, the customer they serve and how they prefer to book.”