Published on : Monday, March 18, 2019
EyeforTravel a B2B travel conference organiser has released a new free whitepaper that juggles tough questions about the road ahead for the hotel distribution. EyeforTravel whitepaper – ‘Dirty Distribution Tactics and how Hotels are Fighting Back’ is free. It highlights how hotels are rethinking their relationships with online travel agents and wholesalers. They have placed Google at the centre of their distribution strategy.
Gopakumar Menon, VP – Distribution & Revenue Management, Highgate Hotels says: “Google is probably by far the only one making strides to make the independent hotel bedroom relevant”.
As per Highgate, which has a portfolio of 100 hotels and 30,000 across the world, the Google’s Hotel Paid Ads product has entirely changed the hotel distribution landscape. He says that Google is even going a step further by making hotels visible and bookable based on the number of transactions they secure.
More and more distribution channels are popping up and the whitepaper outlines the reasons that hotels are radically rethinking their distribution strategy. The whitepaper reveals seven ways that hotels can and are fighting back including revising all contracts, pricing and terms and conditions, notifying partners when they are breaching agreements and rethinking wholesaler relationships.
Hotels get more visibility, but it also makes it difficult to control how rates are being distributed, and in the past year, NH Hotels have seen competitive scores falling. According to Gopakumar Menon, they watch the partners as they watch them. They are letting the OTAs know that we are as serious as they are and our direct business is very important.
Getting the distribution strategy under control is a major priority for NH Hotels. They are experimenting and testing various techniques to see what works.
René Frey, CEO, Rough Guides calls Google ‘a different beast’ which wields incredible power along the user journey but not everybody is comfortable with that. Google might be delivering value to hotels today, but hotels have to work with Google approved intermediaries and they are in a very nascent stage of tech development.
Ana Salom, Head of Innovation, EyeforTravel, says: “As we all know, the travel industry moves like a glacier but new technologies are helping hotels get their house in order, and those that don’t will be left behind.”
The EyeforTravel whitepaper is packed with insight and tips from leading brands including Rough Guides, Highgate Hotels, NH Hotels Wyndham Hotels & Resorts, Civitatis and CarTrawler.