Distribution data presented this week at the American Hotel & Lodging Association Summer Summit takes the hotel industry one step closer to analyzing return on investment by distribution channel, according to research analysts. Steve Hood, senior VP of research at STR, provided preliminary data on channel mix pulled from a larger Channel Distribution Study research project under way from the AH&LA and STR, which will analyze economics and distribution strategies based on data from approximately 25,000 U.S. hotels. The preliminary data from chain hotels in the United States shows the property-direct channel provides the greatest amount of demand and revenue (54.3% and 46.5%, respectively). The online travel agency-merchant/retail channel accounts for 4.6% of total demand and 4.3% of revenue. The OTA-opaque channel accounts for 2% of demand and 1.2% of revenue. The OTA-opaque channel also showed the greatest average daily rate increase of all the channels in 2010 versus 2009 with a 2.3% growth rate. Total U.S. ADR growth in 2010 was 1.9%. Get the full story at HotelNewsNow.com