Researchers: Distribution ROI closer to reality
06/20/2011|10:02:19 AM|

ATLANTA—Distribution data presented Tuesday at the American Hotel & Lodging Association Summer Summit takes the hotel industry one step closer to analyzing return on investment by distribution channel, according to research analysts.

Steve Hood, senior VP of research at STR, the parent company of, provided preliminary data on channel mix pulled from a larger Channel Distribution Study research project under way from the AH&LA and STR, which will analyze economics and distribution strategies based on data from approximately 25,000 U.S. hotels.

The preliminary data from chain hotels in the United States shows the property-direct channel provides the greatest amount of demand and revenue (54.3% and 46.5%, respectively).

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