HomeNews2013 ArticlesOnline travel channels a success

9.1. Online travel channels a success


Online travel channel sales a success!

Those that have been hard at work investing the resources and effort to implement online sales channels have reported sales success! In a relatively short time ResRequest properties have reported that online sales channels have added impressive revenue cream every business owner dreams of. 

With internet penetration increasing and customers taking to the web, building a strong online sales strategy appears to be a lucrative strategic investment for ResRequest properties. There are several options available to our ResRequest customers which we have documented in our Online Options Book. One aspect of an online sales strategy is investing in online sales channels. These channels are websites who act as web-based travel agents. Their entire focus is on finding ways to attract keen buyers to their websites in order to make a sale.

In the past, availability, rates and bookings were manually co-ordinated between the channel and the property and only big hotel chains could invest in automating business with channels. This has changed with the introduction of interfaces between reservation systems. We are now able to communicate electronically and automatically send availability, rates and bookings from ResRequest to these channels through our connector module.

Our clients were cautious with their approach to this new sales area until the end of last year when a few pioneer ResRequest properties invested resources, time and patience into an online channel strategy. In a few months these properties established relationships with online vendor agents such as Expedia, Agoda and Booking.com. They setup the ResRequest channel connector module and started working with their vendor partners to ensure that they get the best return on their channel investment.

Soon after this effort, rumblings of unprecedented earnings reached our ears and we enthusiastically celebrated our client's successful forage into this exciting new revenue stream.

By now you're either dreaming of creamy financials or salivating over your keyboard and waiting for the sign pointing toward the holy grail. So here it is, the key ingredients you will need for this new sales model are: your resources to setup and manage this channel strategy (remember this takes time and effort), a connection between ResRequest and the channel, and a relationship with each channel.




Let's review each of these ingredients closer. 


To get value from this new revenue stream, you will need to invest the resources, time and patience to manage your channels. 

I can almost hear you sigh saying: "I thought you said this was 'online'?" And I did say online, but online channels are just an 'e' version of a travel agent. You are the product, the channel is the agent and ResRequest electronically connects your data together.

You are still ultimately doing business with a company that has specific rules and methods of working. The electronic connection is simply automating the detailed data lookups. You still need to nurture relationships, negotiate rates, manage specials and stay in touch with your channel partner so that you can be sure to deploy all the tricks to get your property listed at the top of their search engine! 

The technical connection between the channel and ResRequest is just one part of others needed to make this work for you. Properties who have seen success from their online channels are the properties that have allocated resources internally to develop and deploy a channel strategy. They have recognised that like any sales strategy, dedication and effort are required to make it work. 



ResRequest has developed a connection bridge to three connector partners: Nightsbridge, eRes and SynXis. Each of these connector partners distribute your data to a host of channels and travel websites.

The diagram below illustrates how your ResRequest data electronically reaches your channel partner.

Even with a connector in place, there are still data setups that need to be managed in both the connector partner and the channel partner's system. This is another reason an allocated resource is necessary!



There are a host of channels available through each ResRequest connection partner. Some of these channels are for listed searches only while others deal in online availability and sales.

Two of the most successful channels amongst our pioneer properties are Expedia and Agoda. We contacted these popular channels to find out who our lodges can talk to in order to become more familiar with the type of business they can bring you and how they work. To find out more about what these renown channels can offer you, click the links below:

See our detailed Channels List for a list of channels offered by our channel managers.

Remember that you will need to establish a relationship with each channel you choose to do business with. That allocated resource should also fill this role perfectly! 



What does it cost me?

Along with investing resources in this project, be prepared for connection fees and, of course, the channel commission. The general price expectation is: (Your Resource & Time) + Channel Manager Fee + the Channel's Commission.

Here is a breakdown of these costs:

These prices are subject to change and should be confirmed by the respective vendor.


What next?

If you are interested in taking the next step to deploy this new sales channel, join us at our vendor cocktail party to kickstart a relationship with some of our channel partners. Click here to find out more about this event, or contact our Call Centre so that we can talk you through the process.



See related Online Options topics:

Online Options for ResRequest Customers (Overview)
Sell Bed Nights to Direct Guests on Your Website
Sell Bed Nights to Agents
Sell Bed Nights through Partner Sites
Sell Bed Nights through ResConnect Agents
Sell Bed Nights through Mass Market channels


By: Jill Bennett-Howes
March 2013

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