Impact of choice of distribution channel on marketing strategy of Hotel industry

Sumedha Grover; Dr. Amit Kumar Pandey

Volume : VI, Issue : VIII, August - 2016

Impact of choice of distribution channel on marketing strategy of Hotel industry

Sumedha Grover, Dr. Amit Kumar Pandey

Abstract :

The distribution channels in the hotel industry are oadly divided into traditional and online distribution channels. Traditional Distribution Channels include GDS, Travel Agents and call centres. Online Distribution channels majorly consist of online travel Agencies, Direct Websites and Social Media. The paper focuses on the evolution of various distribution channels and its impacts on marketing strategies followed by the hotels. Online distribution channel require high tech technology to support its functioning. A detailed survey was conducted with 153 respondents to determine the preference of distribution channels used by consumers to book hotels. Various important attributes such as convenience, discount, trust, loyalty, value for money, etc. were taken into consideration and respondents were asked to rate them. Other important aspects were covered in the questionnaire such as type of hotel booked by them, frequency of hotel visits and amount of money spent during the stay. The survey declared that finally three segments were created.