Implementing the Direct Booking Decagon Methodology: A Comprehensive Approach to Innovating Hotel Distribution Channels Through Systemic Strategies and Customer-Centric Practices

* 100% SUBSIDISED BY HRDA (ANAD) *

This brand new seminar focuses on the most advanced hotel marketing techniques aimed at increasing direct bookings.

One of the most pressing priorities in the hospitality industry is reducing hotel businesses' dependence on distribution channels that, due to their oligopolistic position in the market, impose unfavorable terms of cooperation on hotels.

This is observed:

1. In the tour operator sector, where there is an increasing concentration of market share and control by a progressively smaller number of companies.
2. In the sector of the so-called online travel agencies (OTAs), where just two groups – Booking and Expedia – control the largest share of online hotel bookings through their digital platforms.

Many hotels and other hospitality businesses, either small family-run establishments or large hotel chains, lack in the knowledge of how to leverage the available tools of Digital Guest Acquisition and Digital Distribution to develop and implement an effective distribution strategy.

This seminar specifically aims to bridge the gap in know-how and online sales skills. Acquiring these skills will enable participating hotels and other accommodations to:

1. Gain better control over their room distribution.
2. Increase net revenue.
3. Develop the customer segment that contributes the most to profitability.

Additionally, the ability to sell rooms directly protects hotels from potential adverse market developments, a fact that became particularly evident during the recent bankruptcies of European tour operators and most notably, during the pandemic.

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Part of the Optional Recognised Diploma

“DIGITAL HOTEL DEVELOPMENT & INNOVATION STRATEGIES

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The strategies, techniques, and methodologies for leveraging direct bookings should involve key professionals, such as:

This programme is of Vital and Strategic Importance and includes 16 hours of training and 4 hours of an instructor visit in a consulting role at your company

The visit is designed to support the practical application of your acquired knowledge, tailored to your company’s needs.

Additionally, during the meeting, you will have the opportunity to analyze your current booking policy. With the help of the experienced instructor, you will identify weaknesses and ways to improve them. Dr. Koutoulas will also suggest alternative methods to increase direct bookings based on your business's model and capabilities.