What Is a Channel Manager Software?

In the highly competitive hospitality industry, managing multiple distribution channels effectively is crucial for maximising bookings and revenue. This is where channel manager software comes into play.

A channel manager software is a tool that automates the distribution process of hotel rooms and other properties across various online channels. This includes online travel agencies (OTAs), global distribution systems (GDSs), meta-search engines, tour operators, and direct booking platforms. The software allows hotels to manage their inventory, rates, and availability in real-time on all these channels simultaneously.

Additionally, channel manager software also provides hotels with valuable insights and analytics on their performance across different channels, allowing them to make data-driven decisions for better revenue management.

With the rise of online bookings and the increasing number of distribution channels available, a hotel channel manager has become an essential tool for hotels of all sizes.

Purpose and Benefits of a Channel Manager Software

The primary purpose of channel manager software is to simplify and automate the process of updating room rates and availability, thereby reducing the risk of overbooking and underpricing. By maintaining accurate and synchronised information across multiple channels, hotels can optimise their revenue management strategies.

The benefits of using channel manager software include:

  • Time-Saving: Automation of inventory updates saves time and minimises the risk of manual errors.
  • Maximised Exposure: The ability to distribute inventory across a wide range of online channels increases the hotel’s visibility and reach.
  • Optimised Revenue: By managing rates and availability dynamically, hotels can optimize revenue and minimise the risk of lost opportunities.
  • Improved Efficiency: Centralising channel management streamlines operations and reduces the need for manual intervention.

Dive deeper into the world of hotel management with our comprehensive guide on channel managers.

Understanding the Basics of a Channel Manager

Channels in the Hospitality Industry

In the context of the hospitality industry, channels refer to the various platforms through which guests can book accommodations. These channels include online travel agencies (OTAs), global distribution systems (GDS), direct bookings through the hotel’s website, and more.

Types of Channels

There are two primary types of channels: direct and indirect.

  • Direct Channels: These include the hotel’s official website, mobile app, phone reservations, and walk-in guests. Direct bookings typically result in higher profit margins for hotels due to lower commission fees.
  • Indirect Channels: Indirect channels encompass third-party platforms such as OTAs, GDS, and other online booking websites. While they provide extensive reach and exposure, they often involve higher commission costs for hoteliers.

Importance of Managing Multiple Channels

Managing multiple channels is vital for hotels to maximise their reach and capture diverse segments of the market. Effective channel management allows hotels to balance direct and indirect bookings, leverage different customer segments, and maintain a competitive presence across various distribution channels.

Role of Channel Manager Software

Channel manager software plays a pivotal role in facilitating efficient channel management. It acts as a bridge between the hotel’s property management system (PMS) and the diverse distribution channels, enabling seamless data synchronisation. This allows hotels to maintain accurate and up-to-date information regarding inventory, rates, and availability across all channels.

Additionally, channel manager software also provides valuable data analysis and reporting features that help hotels make informed decisions regarding their distribution strategies. By tracking performance metrics such as occupancy, ADR (average daily rate), RevPAR (revenue per available room), and more, hotels can identify areas for improvement and devise effective strategies to maximise revenue.

How A Channel Manager Software Works

Channel manager software works by integrating with the hotel’s PMS and connecting to various online distribution channels. When changes are made to room rates, availability, or bookings within the PMS, the channel manager automatically updates this information across all connected channels in real time. This ensures that potential guests receive accurate and up-to-date information regardless of the platform they use to make a booking.

By leveraging the capabilities of channel manager software, hotels can maintain a competitive edge in the dynamic landscape of online bookings and distribution, ultimately driving efficiency, revenue optimisation, and enhanced guest experiences.

Features to Look for in Channel Manager Software

When evaluating channel manager software for your hotel, it’s essential to consider the following key features:

  • Integration with Property Management System (PMS): Seamless integration with your PMS is crucial for ensuring accurate and efficient data synchronisation.
  • Multi-Channel Distribution: The software should support connectivity with a wide range of online distribution channels, including OTAs, GDS, and direct booking platforms.
  • Real-Time Updates and Notifications: The ability to update rates, availability, and bookings in real time and receive instant notifications for any changes or new bookings.
  • Automation of Tasks: Automation features for managing inventory, rates, and distribution across multiple channels, minimising manual intervention.
  • Reporting and Analytics: Robust reporting tools to track performance metrics, analyse booking patterns, and make informed decisions.

Choosing the Right Channel Manager Software

To select the most suitable channel manager software for your hotel, consider the following steps:

  • Assessing Your Needs and Budget: Understand your specific requirements and budget constraints to narrow down your options effectively.
  • Researching Different Options: Explore various channel manager solutions available in the market, considering their features, user interface, and reputation.
  • Asking for Recommendations or Reading Reviews: Seek recommendations from industry peers or read reviews to gain insights into the experiences of other hoteliers with different software solutions.
  • Considering Customer Support and Training Options: Evaluate the level of customer support and training provided by the software vendor to ensure a smooth implementation process.

Implementation and Integration with Existing Systems

Implementing channel manager software involves the following steps:

  • Steps to Implement Channel Manager Software: Develop a comprehensive implementation plan, including data migration, staff training, and system testing.
  • Common Challenges and How to Address Them: Anticipate challenges such as data discrepancies or resistance to change and address them through effective communication and training.
  • Integration with PMS, Booking Engines, and Other Systems: Ensure seamless integration with existing systems, including the PMS, booking engines, and any other relevant software solutions.

Channel Management Software: Preno

One of the popular channel manager software solutions in the market is Preno. It offers a comprehensive set of features to help hotels manage their distribution channels efficiently and effectively. Some of its key features include:

  • Seamless integration with leading PMS providers such as Xero, MYOB, and QuickBooks.
  • Multi-channel distribution capabilities with connectivity to major OTAs, GDS, and direct booking platforms.
  • Real-time updates and notifications for rate and inventory changes across all channels.
  • Automation of tasks such as managing availability, rates, and bookings to minimise manual intervention.
  • Advanced reporting and analytics tools to track performance metrics and make data-driven decisions.

In addition to these features, Preno also offers excellent customer support with a dedicated onboarding team to assist with implementation and training. It also provides regular updates and new features to keep up with the evolving needs of the hospitality industry.

Best Practices for Using A Channel Manager Software

To maximise the benefits of channel manager software, consider the following best practices:

  • Regularly Updating Inventory and Rates: Keep inventory and rates up to date across all channels to avoid overbooking and underpricing.
  • Utilising Reporting and Analytics for Data-Driven Decisions: Leverage the analytics capabilities to identify trends, forecast demand, and optimise pricing strategies.
  • Monitoring and Adjusting Pricing Strategies: Continuously monitor market conditions and adjust pricing strategies to stay competitive and maximise revenue.
  • Communicating with Distribution Partners: Maintain open communication with distribution partners to align strategies and ensure a collaborative approach to driving bookings.
  • Staying Updated on Industry Trends and Changes: Stay informed about industry developments and changes in consumer behaviour to adapt your distribution strategies effectively.

  • Regularly Reviewing and Assessing Performance: Regularly review performance metrics to identify areas for improvement and make adjustments as needed.


    By following these best practices, hoteliers can effectively manage multiple channels with the help of channel manager software and optimise their online distribution strategies for long-term success. So, it is essential for hotels to carefully select the right channel manager software that meets


In conclusion, channel manager software plays a crucial role in helping hotels manage their online distribution effectively. By automating tasks, providing real-time updates and robust reporting tools, and seamlessly integrating with existing systems, channel manager software drives efficiency, revenue optimisation, and enhanced guest experiences. To select the most suitable solution for your hotel’s specific needs, it’s essential to evaluate different options, seek recommendations, and consider customer support and training.

By following best practices such as regularly updating inventory and rates, leveraging data-driven decisions, and staying updated on industry trends, hoteliers can maximise the benefits of channel manager software for long-term success. So, investing in a reliable channel manager software is an important decision that every hotel should make to stay competitive in the dynamic landscape of online bookings and distribution.

So, carefully evaluating the features and choosing the right solution can give hotels a competitive edge and help them thrive in today’s digital world of hospitality. With the right channel manager software, hotels can streamline their distribution strategies, drive more revenue, and provide exceptional guest experiences that ultimately lead to success in the highly competitive hotel industry.

If you found this blog post insightful, you’ll love delving into our other channel manager-related articles:

About the author

Kendra, the Marketing Content Manager at Preno, brings her expertise in Marketing and Communications to help hoteliers stay ahead of the curve. With a deep passion for the industry, she is committed to providing valuable insights and strategies for success.

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