The Right Distribution Mix Can Create A Global Audience.
Is your hotel looking to grow its international room sales with Canada, Europe, Asia, South America and other countries and territories? The opportunity is readily available, and it can be done through direct sales by way of electronic marketing, social media, and optimization of distribution channels.
Let’s start with your booking engine and how we can increase sales through international channels. First, we develop an electronic marketing campaign that is tailored to your website traffic; focus on those regions or territories that create demand in your market. Once this data is collected either through Google Analytics, Smith Travel Research, or any other online distribution channel analytics, the electronic marketing campaign is created, focusing on domestic and international markets. Then, we monitor the success of this electronic marketing campaign, to ensure that the money is being appropriated to the proper channels and ROI is at least 5 to 1.
Another significant factor in the quest to drive more direct sales and avoid costs of acquisition expense is through the social media channels. For a successful process, independent hotels’ updates on content and images are done daily through Facebook, Twitter, Instagram and other social sites.
Next, is our Global Distribution System or called GDS, this distribution channel for an independent hotel is typically our greatest opportunity to grow global market initiatives. The GDS channels have developed in recent years, and popularity for the agencies using those systems has increased within the GDS such as Sabre, Worldspan, Galileo, Amadeus, and others. Some of the largest consortiums are using the GDS such as American Express Travel, BCD, Carlson Wagon Lit and much more. This distribution channel produces primarily transient leisure travel and corporate negotiated bookings. The GDS is an excellent avenue for travel agencies to book package reservations for travelers looking for airfare, hotel, and car rental or any combination of the three; offering a great flexibility for hoteliers to customize pricing through opaque or length of stay offerings. One revenue management tip to consider is buying into ad-enabled agencies who opt into these GDS marketing campaigns. These types of operations provide greater exposure and compete with the branded hotels in your market under the same pseudo city codes.
The third distribution channel is with our online travel agents or OTAs. These distribution channels allow an independent hotel to receive greater access to an enormous travel audience through channels such as Expedia, Booking.com, Priceline, Hotwire, and others.
There is a cost of doing business with these channels; however, their global reach is worth the extra commission if done correctly based on your demand. These online travel agencies can target specific territories throughout the world in many different languages, plus offer inducements and call to action strategies in these regions to drive additional traffic and room sales to your hotel.
It is important to have a distribution plan in place and frequently optimize those distribution channels according to market conditions, according to seasonality, in the competitive set diversity. At RevOptimum: http://www.RevOptimum.com, we can assist your Independent hotel with the latest distribution channel landscape and implement the best practices for optimal booking performance, increasing your revenue and making your hotel well-known in your area.