LODGING LEADERS

251 | Channel Mix: Hotels balance costs of guest acquisition, OTAs and overall business opportunities

LODGING LEADERS

Online travel agencies. Hoteliers love them. Hoteliers hate them.

Brand.com, GDS, call centers, travel agents, groups and so on. There are many types of business in every market.

In this episode, Lodging Leaders explores how hotel owners and operators can learn to use third-party platforms such as OTAs and when to tap other resources for those all-important direct channels. The knowledge is critical to a hotel’s profit contribution, say experts.

Understanding the full array of business in a market and how to manage communication through the full guest journey can improve the relationship a hotel has with its customers and drive retention and repeat bookings.

We feature Mark Lewis-Brown, CEO and president of Vertical Booking USA, which provides customer reservation system software to hotels; Matthew Arrants, executive vice president of Pinnacle Advisory Group; Tim Lee, a consultant with Pinnacle Advisory who used to work for Expedia Group; and Cindy Estis Green, co-founder and CEO of Kalibri Labs, which analyzes the hotel industry’s distribution channels.

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