When I meet a hotelier that needs help getting his direct bookings going one of my first advice is to get his property properly distributed , essentially that means getting the hotel onto every platform possible as one of the first actions. Why? because that is the first and cheapest action that a hotelier can do to advertise the hotel.
Yes trying to leverage the billboard effect by distributing the hotel everywhere can go out of control, it happens frequently when hoteliers don’t control their inventory and yield on regular bases. And then they end up paying too much commission, then it’s time to regulate the channels and do a more complete analysis of the scene. Some of the key points to analyse are.
Rates: Get a proper yield analysis done for the hotel by ensuring there is a proper rate parity given to all distribution channels.
Website: Review the website, is it designed to be a proper sales funnel? Is it fast enough? How is the user experience?
Reputation Management: What are your guests saying about you?
“ DISTRIBUTION IS ESSENTIALLY ABOUT BEING EVERYWHERE.”