Channel Optimization in Hospitality: Secrets of Data-Driven Hoteliers
- March 2017
The fragmented nature of the hospitality industry – including property owners, hotel brands and third-party management companies – has created a complex distribution landscape between hoteliers and their guests. Renting a hotel room can be deceptively complex. Interrelated layers of business relationships, technologies and communication methods reach out to an array of market segments through myriad marketing promotions.
Even for a property that lacks major brand affiliations, experienced management company backing, deep-pocketed investors, or sophisticated technology stacks, success is possible by understanding the needs of its target customers, how effectively they are being engaged, and measuring success. This Phocuswright white paper – in cooperation with Sabre – discusses the decisions hoteliers must make in the channel optimization process. It also explores consumer behavior across trips, channels and devices. How should hoteliers target travelers in their decision-making process? What digital tools and methods should be used?