"The optimal distribution mix is elusive," said Donna Quadri-Felitti, academic chair and clinical associate professor at the Tisch Center for Hospitality, Tourism, and Sports Management at New York University. "And it changes. It's dynamic. So you have to be willing to be dynamic in determining what the right mix is. But what's really important is to understand that no matter what distribution strategy you deploy, you have to be vigilant in measuring your production by channel. And your metrics must include cost of acquisition by channel." The most important performance measurements include volume of reservations, average daily rate and length of stay, Quadri-Felitti said. "You have to think about which of those kinds of things you want from a particular channel. You have to always ask yourself what is the unique deliverable from a particular channel. For example, you need to understand whether a particular channel produces a higher average rate or a longer stay, or whether it produces bookings during slow periods. You have to be specific in your analysis of each channel," she said. Get the full story at Hotel News Now