Published on : Thursday, October 27, 2016
In today’s connected society, small and mid-sized hotel chains and independent hotels are empowered to compete against their larger hotel chain counterparts as the internet offers a fantastic opportunity to reach the same audiences. It is against this backdrop that Amadeus announced a partnership with DerbySoft, a market leader in hospitality distribution technology, to connect hotels of all sizes to metasearch engines and online travel agents (OTAs) helping them to compete in this busy hotel marketplace.
Traditionally, connecting to metasearch engines has been a challenge for small and medium chain hoteliers due to technical constraints and market fragmentation but also the high costs of implementing and maintaining multiple connections. As metasearch companies aggregate rates and availability from multiple sources including suppliers and OTAs, hotels simply cannot afford to exclude themselves from that environment.
The partnership between Amadeus and DerbySoft will enable hotels – big or small – to distribute their content to most metasearch engines and popular OTAs through their existing connection to the Amadeus GDS. Additionally, independent hotels represented in the GDS under Amadeus’ representation company, Amadeus LinkHotel, will also benefit from this connection and reap the rewards of connecting to a wider audience.
Keith Cotton, SVP Global Business at DerbySoft, commented: “Amadeus’ hotel customers will have access to a much wider audience through the DerbySoft connection and interface, and with no additional implementation costs. We are very pleased to be working with Amadeus and to be helping hotels boost bookings and achieve new levels of growth.”
In addition to the increased reach, a hotel can optimise its marketing budget by selecting the right channel to place the right offer in front of the travel seller at exactly the right time. This can be done manually and automatically with advanced algorithms that dynamically decide the most effective channel of distribution. Hotels benefit from having the ability to target their content in each channel, and the traveller benefits from receiving a more personalised offer catered to his or her preferences.
“Amadeus prides itself on playing at the forefront of technology and the partnership with DerbySoft is a testament to this,” said Peter Waters, Director of Hotel Distribution at Amadeus. “This partnership does not only allow Amadeus hotel customers to instantly amplify their distribution reach, but also provides the largest online players with critical new room offering.”