The disruption in hotel distribution
HEDNA's latest 'State of Distribution' report highlights strategic decision-making, tech prioritization, reducing manual tasks, restructuring, and education
Each economic upheaval of the past few decades has influenced traveler preferences and significantly impacted the way hoteliers and hospitality professionals operate. Shifts in the role of online travel agencies (OTAs), the rise of social media, the growth of alternative lodging options, changes in global regulations, and emerging demand channels have all been responses to evolving socio-economic structures. These changes have created new challenges, priorities and, ultimately, new technologies.
Key takeaways
- Increased online share: It's not just Gen-Z and Millennials; the ease of use and accessibility of travel platforms like Google make it easy for travelers of all ages to search and book travel online;
- Personalized experience: Brands, aggregators and social media platforms are looking to engage diverse audiences and create customized experiences. Travel plays a critical role in fostering inclusion and promoting diversity, providing new platforms for unique travel inspiration;
- Declining trust: Post-pandemic, the importance of reviews and the ability to communicate directly with properties to understand amenities has made travelers more discerning. This has driven hoteliers to frequently update images, hotel offerings, and property and room descriptions across all channels;
- Blurred seasons and demand periods: As travel prices rise during peak seasons, travelers are now choosing to travel at different times of the year, creating new opportunities for revenue optimization;
- AI integration: No report is complete without mentioning AI. The widespread adoption of AI and its integration into our daily lives is transforming service expectations and real-time digital experiences.
Download the full report at HEDNA