Distribution Channels in the Small Hotel Sector: ‘I want to be the boss of my rooms’
Author
Dipoli, Victor
Term
4. term
Education
Publication year
2017
Submitted on
2017-07-29
Pages
85
Abstract
Internettet har ændret måden, hotelværelser sælges på, men små overnatningssteder har fået begrænset opmærksomhed i forskningen. Teori antager ofte, at de er i en svag position og afhængige af mellemled i distributionen. Denne undersøgelse ser på, hvordan små, uafhængige, familiedrevne hoteller i Sydtyrol håndterer deres distributionskanaler (veje til kunder som direkte salg eller via tredjeparter). Gennem dybdegående interviews med fire brancherepræsentanter og en onlineundersøgelse blandt tre- og firestjernede hoteller (118 svar) undersøger studiet deres nuværende samarbejde med tredjeparter og udfordrer antagelsen om nødvendig afhængighed. Resultaterne viser, at hotellerne kun i begrænset omfang bruger mellemled, fordi langt de fleste bookinger kommer direkte. De lægger stor vægt på personlig kontakt med gæsterne, som tredjeparter ikke kan bidrage til. Den stærke tillid mellem hoteller og gæster skaber mange faste kunder og effektiv mund-til-mund-omtale. Mellemled opfattes ikke som en hjælp mellem udbud og efterspørgsel, men som en forstyrrelse af den direkte relation, hotellerne ønsker. Tredjeparter bruges primært som et ekstra markedsføringsværktøj, især online rejsebureauer (OTA’er), der gør det muligt at nå et globalt marked. Da den nuværende forretningsmodel fungerer godt, er hotellerne skeptiske over for nye distributionsmetoder og foretrækker at afvente, at nye teknologier bliver modne, frem for at være først ude.
The internet has reshaped how hotel rooms are sold, yet small accommodation providers have received limited research attention. Theory often assumes they are disadvantaged and dependent on intermediaries in distribution. This study examines how small, independent, family-run hotels in South Tyrol manage their distribution channels (routes to customers such as direct sales or third-party platforms). By analysing their current cooperation with third parties, it challenges the idea that small hotels must rely on intermediaries to be effective. The study uses in-depth interviews with four industry representatives and an online survey of three- and four-star hotels, yielding 118 responses. Findings show that hotels in the region make limited use of intermediaries because the vast majority of bookings come directly from guests. They place high value on personal interaction, which third parties cannot provide. Strong trust between hotels and guests leads to many repeat visitors and effective word-of-mouth publicity. Intermediaries are seen not as facilitating the match between supply and demand, but as interfering with the direct relationship hotels seek. Third parties are used mainly as additional marketing tools, especially online travel agencies (OTAs) that help reach a global audience. Since their current business model works well, hotels are cautious about new distribution methods and prefer to wait until new technologies are established rather than be first movers.
[This abstract was generated with the help of AI]
Keywords
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