marketingHospitalityNet··1 min·For: Owner, GM, Revenue, Marketing, Investor
Misdiagnosing the Hotel Industry’s Demand Origin Problem
The hotel industry has spent two decades treating OTA dependence as a channel problem, when it is actually a fundamental issue of who controls the guest introduction. Maintaining control over the demand origin is critical for independent luxury hotels to protect their margins and guest relationships.
Key Takeaways
- 1Recognize that OTA dependence is a structural demand origin issue rather than just a distribution or marketing cost problem.
- 2Shift focus from "channel rebalancing" to owning the point of introduction before guests reach intermediary platforms.
- 3Address the gap between who controls the guest introduction versus who manages the physical experience to protect luxury margins.
Source: HospitalityNet
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