What is the story about?
What's Happening?
The latest State of Distribution report highlights the evolving landscape of hotel distribution, emphasizing a holistic approach that integrates marketing and revenue management. Despite digital adoption, many processes remain manual, with distribution teams shrinking amid increasing API complexity. The report suggests that hotels are investing in people and training, rather than solely focusing on AI tools. The shift towards automation aims to reduce manual tasks, allowing teams to focus on strategic challenges and commercial performance.
Why It's Important?
The report underscores the need for a holistic approach to hotel distribution, integrating marketing, revenue, and distribution strategies. As hotels face challenges with manual processes and shrinking teams, investing in training and automation becomes crucial. The focus on people and strategic integration highlights the importance of using technology as a multiplier of human talent, rather than a replacement. This approach can enhance commercial performance and unlock new revenue opportunities.
What's Next?
Hotels will continue to invest in training and automation to streamline distribution processes and enhance commercial performance. The integration of AI tools will support strategic decision-making, allowing teams to focus on big-picture challenges. As the industry evolves, hotels will need to adopt a holistic approach to distribution, treating it as a strategic asset rather than a back-office function.
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