Achieving your ideal hotel channel mix

Why active, data-driven distribution management has become a core demand generation discipline

Hotels can no longer rely on a fixed or reactive distribution strategy in a fast-changing travel market. The Amadeus guide argues that an actively managed, diversified channel mix is essential to generate sustainable demand, reduce risk, and protect profitability across all hotel types. It outlines a structured five-step framework that helps hotels align guest segments, distribution channels, and commercial goals while continuously adapting to market shifts. The central message is clear: balancing direct and third-party channels through data and ongoing optimization is now a strategic necessity, not a tactical choice.

Key takeaways

• Channel mix as a demand strategy: Optimizing distribution is positioned as a cornerstone of demand generation, not merely an operational task, as overreliance on any single channel exposes hotels to revenue volatility.
• Audience-led distribution decisions: Understanding who guests are, how they book, and which segments hotels want to attract is the foundation for selecting the right channels and shaping a profitable segment mix.
• Balanced use of direct and indirect channels: Direct bookings, OTAs, GDS, wholesalers, and call centers each play distinct roles, and effectiveness depends on aligning channels with guest intent, value, and cost of acquisition.
• Clear goals and measurable KPIs: Setting explicit objectives—such as growing direct bookings, increasing group revenue, or expanding international reach—gives structure to the channel mix and enables disciplined performance tracking.
• Continuous channel optimization: Pricing consistency, high-quality content, targeted promotions, and reputation management are required to maximize conversion and profitability across all channels.
• Ongoing monitoring and agility: Regular performance reviews, experimentation, and responsiveness to market and behavioral changes are critical to keeping the channel mix competitive and future-ready.

Source: Amadeus

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