How to define a distribution strategy?

Think about the number of rooms you have available to sell throughout the year (# of rooms times 365 days) and divide them over the months. Divide the rooms per month over the segments Business Individual, Business Groups, Leisure Individual and Leisure Groups. More information about these target groups can be found in the Inspiration Phase. Once you have defined your segmentation, think about how you wish to reach out to those travellers.

• Where do they come from, which are the top 10 nationalities?

• When do they travel, in which season, on which days?

• How do they book, direct, via a tour operator, via an OTA?

• What have they booked; room only, room with breakfast, packages?

• What have they paid; in rooms rate but also extra spending in the hotel?

Now you can define your distribution strategy. Choose 3 to 10 channels that will become your main focus, looking at the number of rooms you predict that they will bring you in the future. Start working from top to bottom to get your hotel listed on those channels. Start with opening up your BAR Rates (best available rate) which you can price flexibly. If you start with a simple set-up you already open up your hotel to potentially the world. Later you can add new price products such as a Packaged Rate or a Non-Refundable Rate or a Rate with Breakfast and you can add more room types such as Superior Room or Room with a View.