Research Report

According to "De-Mystifying Distribution" a study produced by HSMAI (Hospitality Sales and Marketing Association International), hotel companies need to develop a comprehensive strategy for online distribution, and quick. "In these times of high opportunity and high risk, the hotel industry is in the early stages of developing a tool kit to manage this rapidly changing distribution landscape," argues study author Cindy Estis Green. In addition the study offers a list of 20 recommendations including: hotels should invest in distribution-related technology, focus on staff training, experiment with "promising" new online channels, and track all marketing efforts carefully.