1. “Does the technology solve the
problem or is it just adding another
admin tool?”, and
2. “How does this new tool integrate
with the existing data and solutions,
to provide me with greater visibility
of my whole business?”
It is these aspects of choosing the right
mix of technology and integrating them
in a customised manner, which can give
hoteliers the competitive advantage.
From a distribution point of view, channel
managers solve the initial problem of
distribution to online travel agents.
But often they do not cover the full
distribution landscape when it comes
to GDS and further IDS, meta search
and net rate agreement distribution.
Only a few channel managers in the
market cover the full landscape, and
hoteliers want to have the choice and
flexibility of selecting a product that
they feel is right for their property. This
can prove difficult because companies
running Central Reservation Systems
(CRS) are inundated with requests for
new connections and the queue for new
integrations is getting increasingly longer.
Traditionally, because of the complexity
of onward distribution and rate
configurations, CRSs are also reluctant to
allow smaller channel managers to send
ARI (availability, rates and inventory).
Channel managers are designed in a
simple way to mainly distribute to OTA
extranets which are a lot simpler than
GDS and IDS distribution, especially
when the needs of corporate and
consortia distribution is considered. This is
where a PMS/CM switch allowing smaller
channel managers and PMSs to connect,
becomes essential. A combination of
technology, vigorous certification checks
and years of experience in the GDS
market is needed for hoteliers to benefit
from optimised independent connections
keeping management to a minimum.
ARI distribution is not the only area
where integration is required. Further
integration can be achieved with
review platforms to control your online
presence, parity integration to control
distribution channels and allow a more
considered and targeted rate strategy
while remaining within parity.
Lastly, one also needs to consider RFP
management and the integration of the
technologies available in the market
today. Most independent hotels make
little use of corporate and consortia
opportunities due to the disparities
between online RFP tools in the
market. While Lanyon RFP still holds
over 75% of all corporate requests for
pricing, there are many more new tools
disrupting the market by gaining access
to desirable corporate and consortia
clients which independent hotels can take
advantage of. The need to integrate these
technologies has never been greater,
allowing independent hoteliers to enter
new markets and demand opportunities
quickly and efficiently. Integration ranges
from the centralisation of all online RFP
tools and ‘spreadsheet RFP’ requests,
to automated rates loading, all of which
are a reality today with the right hotel
representation partner.
software comparing websites, such
as Capterra, Software Advice or
Serchen.
•
Consultants. Many independent
hotels and management groups are
actually asking consultants to help
them figure out which solutions
fits their business the best. It can
certainly save you some time and
money.
Bottom line is there are many tools
in the market today which are able to
cover all aspects of online distribution,
RFP management and communication
management. The key is to choose the
right ones and allow these to integrate
through technology solutions and proven
processes where technology is still behind
the constant influx of tools entering
the market. The ultimate aim is to allow
already busy hoteliers to manage all of
these aspects within the time available to
them each day.
How to Make the Most Informed
Choice
The vendor selection process is complex,
so here are a few things to consider.
Who can help you?
•
•
•
Other hoteliers. Ask staff in different
hotels about the systems they
use. Even if you’re not looking for
anything specific at the moment,
it’s good to be aware of what are the
best solutions out there, and whether
they fit your business. Besides, it’s
always reassuring to select a service
which is referred by someone you
know and trust.
Your current service provider.
You’re happy about your vendor or
service provider, but you would like
additional features? I recommend
you ask them about the supported
partners they work with. Your vendor
will likely recommend services which
seamlessly integrate with their
solution.
Comparing sites. Want to have
an overview of different products,
and read trusted reviews? Try
About the author
Josef Lapka (https://uk.linkedin.com/in/
joseflapka) is the Executive Director of
Business Operations at HotelREZ Hotels
& Resorts (www.hotelrez.com). He has
been instrumental in ensuring HotelREZ
enables independent hotels to freely select
additional technology to the HotelREZ
CRS, such as a PMS or channel managers
and provide the most flexible approach to
integration. Read more here (https://www.
hotelrez.net/new-pms-interface-rezswitch/)
about REZswitch, PMS interface.
Josef started his career at HotelREZ in
2011, having worked previously for the
Canterbury Christ Church University in
Kent and as a freelance developer. Josef has
a Masters Degree in Digital Media and IT
from the University of Portsmouth.
Headquartered in London, HotelREZ Hotels
& Resorts is one of the world’s largest
companies dedicated to marketing and
connecting independent hotels to the Global
Distribution Systems (GDS) used by travel
agents and corporate bookers; as well as
the leading travel websites, the hotel’s own
website and the HotelREZ call centre, all via
one login to one system.
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