Why a distribution mix is important for a hotel

Every accommodation needs a diverse stream of revenue that encompasses direct and indirect bookings. While OTAs remain a channel for hotels to generate bookings, there has been a big push in the industry to emphasise the benefits of direct bookings. Direct and indirect channels help deliver a relevant and engaging customer experience, and helps your hotel reach a variety of customers in a fast moving sector.

Relying on online travel agents (OTAs) is not enough

OTAs have their place in the industry and are often valued partners for hotels. The partnership should be a win-win, but that is not always the case. OTAs often drive business away from a hotel’s website to their own, with cheaper prices. Hotels often pay for their rooms to be sold for less, losing out on direct bookings when up against OTAs.

Having OTAs sell your rooms at a price below what is displayed on your website can undermine your hotel’s reputation. Guests get the perception that booking directly is not beneficial, and that if the OTAs can offer this deal on the same room, why can’t the hotel. This is a disadvantage when hotels are looking to build a loyal, returning customer base.

A diverse revenue stream helps you personalise a guest stay

Having a mix of revenue streams also means that you can better personalise a guest stay. Having both indirect and direct booking streams will help you gather more information about your guest. With OTA bookings it’s likely you will get minimum guest details, making it harder to offer personalised promotions based on their preferences or profile. With direct bookings, you can discover guest preferences and directly ask them if they need anything particular for their upcoming stay. Having some of this data will help increase the chances of personalizing an OTA guest’s booking by matching information from similar guest’s stays.

Use more unconventional booking channels

Social media

Using social media can help your hotel brand have a presence where people are spending their time. This also helps your hotel create a personable first touch with potential guests.

Mobile booking

With more and more smart phone users, it’s important your website is mobile optimised. Website loading speed and responsive web design will be important aspects in converting direct bookers.

Tour operators

Partnering with local tour providers can help increase exposure and provide packages to groups looking to visit your destination. It is important to keep in mind that a tour operator will take their cut, and guests will expect a discounted rate for group bookings.

Create visibility across different channels

By creating visibility across different channels, you can analyse trends and optimise your promotions to suit a range of international and local guests. Having targeted promotions and marketing campaigns can help drive direct bookings and brand presence throughout the travel industry.

Search Preno Blog

Explore our Topics

About the author

Amanda is Preno’s content strategist, with added skills in copywriting and digital marketing. Working across Marketing & Sales, she enjoys writing content that covers trends, tips, and resources that help empower hoteliers.

Subscribe to our newsletter

Other Blogs you may also like


Reviews for Your Hotel: Why They’re Important and 8 Ways To Secure Them

The hospitality industry, like no other, thrives on positive reviews and customer satisfaction. For hoteliers, reviews are particularly important because they can make or break your business. According to a study by Harvard Business School, “a one-star increase on Yelp can lead to an increase of five to nine percent in revenue.” That’s why it’s […]


How to Set Seasonal Pricing For Your Hotel

Seasonal rates are special pricing strategies that property owners use to maximise revenue during high-demand periods. By understanding how to set seasonal rates, you can ensure that your property is rented at a price that meets your financial goals. Here’s what you need to know about seasonal rates, and how to set them for your […]


How to Make Your Hotel Stand Out with Video Advertising

Video advertising is an increasingly popular way to help hotel brands stand out from the competition. It’s more effective than static photos or text-based ads, and it allows you to tell a story and connect with potential guests in an engaging format. Video allows you to create a narrative about your brand that will inspire […]


How To List Your Property on A Step-by-Step Guide is one of the leading online travel agencies, offering a vast selection of accommodations for travellers worldwide. Listing your property on can significantly increase your visibility, bookings, and revenue. In this comprehensive guide, we’ll outline the benefits of listing on and walk you through the step-by-step process of creating a successful property […]


What Commission Rates Does Expedia Charge Hotels?

Expedia is a leading online travel agency (OTA) that connects hotels with potential guests, offering a convenient platform for travellers to book accommodations. As a hotel owner, it’s essential to understand the commission rates Expedia charges and how they impact your business’s revenue and profitability. In this blog post, we’ll delve into the details of […]


14 Hotel Management Software Features You Need To Use

Why you need hotel management software that can do it all Most hoteliers know good hotel management software is essential for running their business competitively. A modern system will, at the very least, help you streamline admin and boost productivity. But great software can do so much more. When choosing your system, make sure it […]