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Hotels collect a lot of guest information during the booking process and stay. While not all the information is consistent across all channels (for example, direct reservations may carry fields of data OTAs do not provide), making sense of consistent data components is required to successfully understand your own hotel’s market segmentation.
They typically reserve directly with the hotel or through an online travel agency (OTA) or travel agent at non-negotiated rates. Some hotels break down transient business into subgroups such as OTAs, direct bookings , packages, and consortia. Properties can utilize niche OTAs to effectively target their guest demographics.
The use of yield management should factor in the costs of channels – from GDSs, OTAs, wholesalers, meta search sites and property websites to direct calls – and therefore how to better yield your inventory by channel, customer and more. What are the elements of hotel yield management?
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