If I were starting a hotel distribution strategy from scratch…
This is the exact 5-step playbook I would follow:
Step 1: Apply the 80/20 rule.
Identify and deploy the 20% of channels that will drive 80% of your performance.
(Spoiler alert: you already know them..). Yes there are (heavy?) commissions associated to it but thats all in. They do the marketing for you, they help you reference you online. I would use these to piggyback on and improve awareness of the property.
Step 2: Experiment with niche players.
Test a few local or niche OTAs and/or online platforms each year.
What works in your market might not show up in industry reports. What works for your competitors may not be working for you. And reverse..
You only learn by running the experiments yourself.
Step 3: Measure what matters.
👉 NetRevPAR by channel
👉 Revenue performance by channel (RN and ADR)
👉 Country mix of the new reservations (some platforms can help you reach new markets)
Step 4: Run a direct booking strategy in parallel.
Every point of margin you don’t pay in commission is margin you keep.
Build your own traffic. Own your guest data. Aim to build a loyal customer base and aim to improve your returning guests’ ratio.
The OTAs won’t do it for you… just saying
Step 5: Cut the noise.
Stop spreading time, energy and money across every OTA and platforms like they are equal.
Most don’t earn their place in your mix. Focus on quality over quantity. This will give you better performance and control.
I believe a modern distribution strategy shouldn’t be about being everywhere.
It’s about being deliberate, data-driven, and profit-focused (+ keeping control of whats going on.) The hotel distribution game is wild these days 🙃
#HotelDistribution #RevenueOptimisation #DirectBookings #OTAstrategy
