Distribution Channels and Management in the Swiss Hotel Sector

Abstract

This research investigates how the hospitality sector in Switzerland has embraced the new world of (online) distribution. It analyses the role of existing distribution channels, and gives insights into channel management methods used. Data is gathered through an online survey among Swiss hotels resulting in 196 usable questionnaires. Findings show that direct booking channels remain the dominant sales tools in Switzerland, although their proportion in the distribution mix has been decreasing steadily in the last years. The Internet Distribution System channel reaches 16.4% and thus is the channel with the highest growth rate in 2011. A cluster analysis on multi-channel distribution strategies results in four groups: multi-channel distributors, electronic distributors, real time distributors, and traditional distributors. Further, it is shown that more than half of the hotels manage rates and availabilities manually and only one out of four hotels has implemented a channel manager able to manage different channels

An investigation of multiple devices and information sources used in the hotel booking process

“…Respondents return to their PCs (74%) and traditional phones to make the final hotel booking. In this study, 13% of travellers used phones to book hotel rooms, similar to results reported by Schegg et al (2013). These findings confirm the importance of accessible content through multiple devices, as well as having the appropriate staff to respond to phone enquires and bookings.…”

“…In 2014, over 75% of US travellers owned a smartphone, while 44% of US travellers owned a tablet . With the increasing ownership of multiple devices, and the expansion of smartphone and tablet ownership among the travel population, the assumption that online travel planning was performed on a personal computer or laptop may no longer be justified (Schegg, Stangl, Fux, & Inversini, 2013;. More recently, reported travel planning was increasingly performed on multiple screens, and activities started on one device could be transferred, repeated or completed on another screen.…”

Investigating Multiple Devices Used in the Hotel Reservation Process

“…Respondents return to their PCs (74%) and traditional phones to make the final hotel booking. In this study, 13% of travellers used phones to book hotel rooms, similar to results reported by Schegg et al [25]. These findings confirm the importance of accessible content through multiple devices, as well as having the appropriate staff to respond to phone enquires and bookings.…”

Análisis del impacto de las OTA en las reservas de los hoteles. caso de estudio: Bogotá

“…In the early 70s, the big hotel chains began to use computerized reservations systems or crs in order to manage their inventory of vacant rooms (Martínez, Majó, & Casadesús, 2006). Currently, the majority of hotel reservations are made by electronic means that facilitate marketing strategies and sales opportunities (Schegg, Stangl, Fux, & Inversini, 2013). Nowadays, guests are more informed about their destination due to the fact that they search for information online and therefore they create a previous image that will allow them to manage the reservations (Li, Pan, Zhang, & Smith, 2009).…”