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Distribution Channels: Increased visibility and bookings

distribution channels

How do you ensure your property is seen in the ever-crowded world of hotel distribution? There isn’t one right answer to this question. Instead, lodging businesses must employ a multi-channel distribution strategy, focused primarily on online distribution channels, to attract travelers in an increasingly digital world. 

From optimizing your website to strategically partnering with OTAs and maximizing metasearch engine visibility, read on to learn how to leverage different channels effectively to boost online exposure and booking potential.

What are online distribution channels?

Online distribution channels are the different travel sites and platforms a property uses to reach its target audience. Lodging businesses usually employ a mix of online channels to increase visibility and enhance booking potential. 

Popular channels include online travel agencies (OTAs), metasearch engines, bed banks, GDS, and a hotel’s website. These channels serve as virtual marketplaces where hotels can showcase their inventory to potential guests worldwide. All channels bring different value and should be used strategically depending on a hotel’s goals.

Importance of a well-rounded online distribution strategy

A well-rounded online distribution strategy that consists of various channels is beneficial to lodging operators in many ways. Here’s a quick breakdown of how the industry has changed over the past few years, making online distribution more important than ever.

Booking preferences have changed. 

83% of consumers prefer to book their travel arrangements online. This shift towards digital platforms means that for a property to capture potential guests, it must have a strong online presence. Being easily discoverable and bookable via different online channels is fundamental to attracting modern travelers.

Traveler’s research more than ever. 

When planning trips, travelers don’t just visit one or two websites; they explore hundreds. Expedia Group found that during the early stages of planning, travelers average around 2.5 page views per day, but in the days before a booking, page views increase exponentially, with 25 page views on the day of purchase. This extensive research process highlights the need for lodging businesses to be active on as many relevant channels as possible.

3 online distribution channels to focus your efforts 

As a starting point, lodging operators should focus on three key online distribution channels: their website, online travel agencies, and metasearch engines. Here, we’ll explore what each offers and best practices to maximize results. 

Hotel website 

A hotel’s website is the most crucial channel. It serves as a connection point with potential guests and allows for greater control over messaging. Without a well-designed, modern, search-optimized website, hotels will struggle to build credibility with potential guests, losing out on both direct and indirect bookings. 

Best practices include: 

Online travel agencies 

Online travel agencies (OTAs) are necessary for lodging businesses to increase visibility, drive awareness, and boost bookings. OTAs offer a platform to reach a diverse audience, encompassing global, regional, and niche markets. Selecting the right mix of OTAs can also result in the Billboard Effect, where travelers find hotels on OTAs and visit their websites to book direct. 

Best practices include: 

Metasearch

Metasearch engines help increase bookings through a mix of organic presence and advertising efforts. Often described as a “search engine for search engines,” metasearch platforms compile and compare hotel information and rates from various online distribution channels (including your website), providing a one-stop-shop for travelers to evaluate their accommodation options.

Best practices include: 

Mastering online distribution

In the competitive world of hotel distribution, mastering online channels is no longer optional – it’s essential. Each channel plays a vital role in amplifying visibility and bookings and, when used together, will provide the best results for lodging businesses. Success in today’s hospitality industry hinges on being visible where your guests search and book. Start with a few trusted channels and slowly add more to build your ideal distribution mix.

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