To tackle these distribution complexities and regain control of their bottom line, hoteliers must implement highly integrated and flexible pricing strategies. Sales, marketing, distribution, digital, revenue management and all others tasked with generating revenue need unified approaches using shared market intelligence to achieve the same goals. The ultimate goal should no longer be just revenue, but net revenue. To be clear, our partners have not stolen anything from us. We have failed to serve the needs of our customers when they are shopping for a hotel room, and we need to own that failure, understand it and devise ways to address it. If hoteliers, the most important players in the hotel industry’s complex value chain, can’t rationalize the economics, there is a real risk the industry could face a similar fate to those in the airline, music and publishing industries. Get the full story at Hotel News Now