The whitepaper, Envisioning the Future of Hotel Distribution and Online Marketing, is based on research conducted in late 2015 with hotelier delegates of World Travel Market London. It found that hoteliers see overcoming the challenges of a fast-paced online environment, advancing technology and ever-increasing consolidation within the OTA space as priority. “Most people involved in hotel distribution and online marketing would agree that the whole area is in turmoil right now, with both technology and consumer expectations evolving extremely rapidly,” says Dr Peter O’Connor. “At the same time, competition in the online environment continues to become more intense, with the result that hotels need to pay much more attention to how and where they are being sold, as well as invest in the right systems and expertise to ensure they can compete effectively in this highly turbulent environment.” Hotelier participants were asked what their key challenges and concerns were in relation to distribution and online marketing – now and over the next three years. Topping the list was the guest experience, with hoteliers admitting they invest too much of their already-limited time and resources into driving one-off transient bookings which lead to high guest acquisition costs. Get the full story at SiteMinder