Each Friday, the HotelNewsNow.com editorial staff picks the most compelling (or downright gutsy) quote and reader comment from the previous week.
Quote of the week
Here’s a “You said it” first. Both our quote and comment come from the same article: “OTA debate stresses better channel management.”
The debate in question took place last week at the NYU International Hospitality Investment Conference in New York, during which panelists argued about the lack of sophistication in many hotel distribution strategies, writes HotelNewsNow.com’s Stacey Higgins.
While topics ranged from rate parity to incremental demand, the most disturbing reality facing the hotel industry is the outright ignorance surrounding many channel management strategies, panelists and revenue management consultant Cindy Estis Green said.
“Operators are saying, ‘We don’t know how else to get the business. We don’t know what other levers to push,’” Estis Green said.
Comment of the week
Commenter allansimpson was disgusted by the quote—not because he disagreed with Estis Green, but rather because he was so disappointed by his industry peers:
“Quote: “Operators are saying, ‘We don’t know how else to get the business. We don’t know what other levers to push,’” Estis Green said. Has it come to this? That hotel operators have become so hooked on OTAs and rate parity (surely the most stupid notion to ever strike an industry?) that they can't work out what else to do? Good marketers and sales people all around the world must be screaming, "nooooooooooooo!!!!!!!!!" Yet it appears that the industry is stuck in the rut that focuses on price, when it really wants to be in a groove that focuses on the customer experience and articulating the benefits the customer will experience. Want to see what a stunned Mullet looks like? Ask any hotel reservations agent or "sales" associate either of the following questions: 1. What does your hotel do that will suit me better than the one down the road?" 2. Why should I buy it from you? I bet the answers you get are at best, fumbled. The addiction to price points means that hotels only rarely stock up on their marketing vitamins. When they do it's a joy to behold, and the exception rather than the rule. Price is only one selling lever. There are others!”
What to join the conversation? Post your comments to “OTA debate stresses better channel management.”
