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Understanding Customers with Channel Management

Published on 20 February 14
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Hotels need to understand their customers and the market to succeed. Placing your product at the right place and at the right time should top every hotelierâs endeavours. It goes without saying that the better you know your guests, the better service you will be able to provide to them and the better service you provide, the higher would be your reputation. This will ultimately lead to increased revenue from all angles.


Usually, a channel manager is essentially as easy to use as a dashboard, which allows you to improve revenues through better room rates and yield management. Hoteliers will be able to take complete control of their revenue management and inventory distribution strategies with the help of a suitable channel manager. They always aim at minimising the distribution costs and allocating an optimum channel mix. This, in turn, enables staff to drive direct bookings to the hotel itself. More focus on competition, third party channels, rate positioning and online travel agents is provided by an apt channel manager. Hoteliers will also be able to monitor channelâs performance and booking productivity by testing different sales partners. The data is then collected, analysed and used to choose the best online sales partners for maximising revenue potential. As there are so many different, large and niche travel companies to choose from, decoding such data can affect a partnership with a travel company that is not in your favour. It can also provide you with new partnership options that you perhaps had never thought of before.


For instance, should you know that your bookings from a specific site are much more prodigious in a certain month every year; you can operate a tactical advertising campaign during that time. Using the data, you can also play with different sales campaigns to determine what works for your hotel, and what doesn't. Experimenting with online sales through channel management allows you to play around with ideas, rather than having to commit to only one. You may at some point of time wish to employ a sales agency. If you think of doing so, you have endless data to prepare for a dedicated campaign.


Now that hotel revenue is so prominent online, as opposed to any other method, the idea of controlling your own profit is a heady one indeed. Make sure you have the best channel management tool that restricts you from being less competitive or reactive. Channel management can truly provide you with the customer knowledge to enable you to make all of the right sales choices, and to maximise profit.






Hotels need to understand their customers and the market to succeed. Placing your product at the right place and at the right time should top every hotelierâs endeavours. It goes without saying that the better you know your guests, the better service you will be able to provide to them and the better service you provide, the higher would be your reputation. This will ultimately lead to increased revenue from all angles.

Usually, a channel manager is essentially as easy to use as a dashboard, which allows you to improve revenues through better room rates and yield management. Hoteliers will be able to take complete control of their revenue management and inventory distribution strategies with the help of a suitable channel manager. They always aim at minimising the distribution costs and allocating an optimum channel mix. This, in turn, enables staff to drive direct bookings to the hotel itself. More focus on competition, third party channels, rate positioning and online travel agents is provided by an apt channel manager. Hoteliers will also be able to monitor channelâs performance and booking productivity by testing different sales partners. The data is then collected, analysed and used to choose the best online sales partners for maximising revenue potential. As there are so many different, large and niche travel companies to choose from, decoding such data can affect a partnership with a travel company that is not in your favour. It can also provide you with new partnership options that you perhaps had never thought of before.

For instance, should you know that your bookings from a specific site are much more prodigious in a certain month every year; you can operate a tactical advertising campaign during that time. Using the data, you can also play with different sales campaigns to determine what works for your hotel, and what doesn't. Experimenting with online sales through channel management allows you to play around with ideas, rather than having to commit to only one. You may at some point of time wish to employ a sales agency. If you think of doing so, you have endless data to prepare for a dedicated campaign.

Now that hotel revenue is so prominent online, as opposed to any other method, the idea of controlling your own profit is a heady one indeed. Make sure you have the best channel management tool that restricts you from being less competitive or reactive. Channel management can truly provide you with the customer knowledge to enable you to make all of the right sales choices, and to maximise profit.

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