Excerpt from PhocusWire
Hotels have a high dependency on online travel agencies to distribute their inventory, with almost every other channel deemed to be low on the same scale.
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The study spoke to chain hotels, independent properties and management companies.
Independents were found to have a “surprisingly balanced channel mix” and the cost of distribution was a key factor in their overall distribution strategy and use of data.
Chains, in contrast, had a “surprisingly high” impact on their channel share from OTAs, the study finds.
For example, almost 60% of chain properties used OTAs for between 10% and 50% of their inventory, and 32% relied on the same channel for more than half.
Management companies had only a slightly lower dependency, with 29% of respondents relying on OTAs for more than 50% of their inventory (59% in the 10%-50% range).
Indies, on the other hand, have a high dependence but the figures are much lower: 39% of properties rely on OTAs for 10%-50% and 37% in the 50%+ range.
Both chains and management companies have a medium dependency on global distribution systems, the report found.
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