Abstract
Digitalization is no longer a luxury – it is an opportunity. Over 60% of leisure and business travel arrangements are made online. Online Distribution Channels, including over 200 Online Travel Agencies (OTAs), and Channel Managers integrated with Property Management Systems (PMSs) are available for distribution of hotel services via the Internet. Hoteliers are challenged to work out effective strategy and should apply a multi-channel marketing approach to stay competitive. The assessment of distribution strategy tools in their typology, key characteristics, strengths, weaknesses, opportunities and risks is required to help the hotel management benefit from digitalization in increased efficiency, reduced operational costs, data analytics and lack of human error. The current study investigates adaptations of the hotel tech ecosystem to rapidly changing technologies in the digital travel market. The study utilizes a SWOT Analysis – a simple, yet powerful tool to streamline business strategy, and can be used for academic purposes in hospitality educational programs.
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Glossary
- Channel Manager
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B2B aggregator of online distribution services
- ChatBot
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Technology for two-way Instant Messaging Service
- CRS
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Computer Reservation System self-updating track keeper for inventory and rates integrating with other online distribution technologies
- CX
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Customer Experience a customer-value management tool
- Direct Online Channel
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A hotel’s own website for distribution of hotel services
- Flash Sales Websites
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Web-based dealers selling discounted products and services
- GDS
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Global Distribution Systems, CRS/WBE-based B2B software for direct booking from carriers and hoteliers with access for travel organizations
- HASMAI
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Hospitality Sales & Marketing Association International (U.S.)
- HTR
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Hotel Tech Report hotel sector media platform for updates on technologies
- Mobile Distribution Channel
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Smartphone-friendly software for eTravel
- Online Distribution Channels
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Online sales services for eTravel
- OTA Channel
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Online Travel Agencies selling customized travel services
- Payment Gates
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Online payment services
- PMS
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Property Management System for hotel business operations (check-in/out payments house keeping, etc.)
- RMS
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Revenue Management Systems Cloud-based services for data analytics and B2B connections
- SEM
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Search Engine Marketing
- Tech Ecosystem
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A dynamic adaptive interacting and interdependent network of actors working on a mutual innovative product or services
- Voice Channel
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A channel for reservations via hotel telephone lines
- WBE
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Website Booking Engine software to push bookings to a website
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Zamyatina, N.A., Solntseva, O.G. (2020). Hotel Tech Ecosystem: Adaptations to Online Distribution. In: Popkova, E., Sergi, B. (eds) Scientific and Technical Revolution: Yesterday, Today and Tomorrow. ISC 2019. Lecture Notes in Networks and Systems, vol 129. Springer, Cham. https://doi.org/10.1007/978-3-030-47945-9_21
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DOI: https://doi.org/10.1007/978-3-030-47945-9_21
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