Rethinking the hotel channel mix

Why a balanced, data-driven distribution strategy is now essential for demand generation

In an era where guest behavior and booking platforms evolve rapidly, Amadeus argues that hotels can no longer “set and forget” their channel mix. The company’s five-step guide outlines how to build and maintain an agile, data-informed strategy that maximizes both profitability and reach — regardless of property size or brand affiliation.

Key takeaways

• Know your audience: Use guest data, booking trends, and surveys to identify key segments and their preferred booking paths.
• Diversify your distribution: Balance direct channels (hotel website, phone) with indirect ones (OTAs, GDS, wholesalers) to reach the right guests without overspending on acquisition.
• Set measurable goals: Define clear, quantifiable KPIs — such as direct booking growth or market expansion — that align with broader business objectives.
• Optimize each channel: Keep pricing competitive, content fresh, and marketing targeted; tailor strategies to each platform’s audience.
• Monitor and adapt continuously: Review performance regularly, adjust to market shifts, and use forward-looking analytics to stay ahead of changing traveler behavior.
• Different hotel types, different tactics: Independent hotels should prioritize direct and local engagement, while brands, franchisees, and management companies should focus on centralized systems, brand consistency, and data-driven coordination across portfolios.

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