Your hotel distribution strategy plays an important role in your business, and understanding your true demand in light of dynamic distribution developments has become more crucial to your profits than ever before.

This changing audience behavior has led to seismic shifts among the major distribution players. For instance, the rise of the experiential travel trend has led to the growing demand we see today for alternative accommodations through sites like VRBO and Airbnb. In 2017, more than 330 million people searched the Airbnb website for accommodations. This is leading B&Bs, independent, and boutique hotels to take advantage of Airbnb’s marketing power, showcasing their properties on the platform for fees that are significantly lower than most online travel agency (OTA) commissions.

Changes like these require hotel managers to view their business from new angles and necessitates taking a fresh approach to their distribution strategy.