Hoteliers must dig deeper into the profitability of demand

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The hotel industry can be overly focused on gross revenues and not look closely enough at the profitability of different channels

Jul 24, 2024

Speaking during the “Solving the Profit Puzzle” session at the 2024 HSMAI Commercial Strategy Conference, Sara Harper, corporate director of marketing and ecommerce at KSL Resorts, said industry leaders should think more holistically about the costs of driving demand.

“We’ve been so focused on [online travel agencies], commissions and the cost of booking from a third-party perspective, that I think that we sometimes tend to forget all that goes into the cost of a web direct booking or our brand.com channels. We think that’s the cheapest channel, but it’s time to really validate that.”

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