We took a closer look at Hedna’s future looking state of distribution report 2024 to extract some of its findings.
While some of the findings – especially around online bookings is not that surprising, the devil as always is in the detail. Big hotel chains like Marriott are doing well with their own websites, getting about 36% of bookings directly. Medium-sized hotels don’t have the same marketing muscle, so they depend more on sites like Expedia for around 40% of their bookings. Interestingly, small independent hotels have figured out digital marketing pretty well – they’re getting 27% of bookings straight from their websites.
When it comes to technology, most hotels have the basics covered with booking systems and channel managers. The bigger hotels are splurging on fancy data tools, while smaller hotels are finding it harder to afford advanced marketing technology. There are significant investment gaps in advanced analytics, CRM, and marketing automation, particularly for mid-size and independent hotels.
The daily challenges hotels face are pretty revealing. They’re spending way too much time manually checking prices across different websites. They’re drowning in spreadsheets and reports. And keeping all their hotel descriptions and photos updated across different platforms is eating up loads of time.
Hotels are changing how they handle staffing too. They’re hiring more people, especially the mid-sized ones. There’s a big push to bring in digital marketing an distribution experts, and everyone’s trying to train their existing staff to be more tech-savvy.
There’s also this gap between hotels and their guests that needs fixing. Hotel staff are so buried in reports that they can’t focus enough on actual guests. They’re struggling to track who’s planning to travel and target their ads effectively. Plus, keeping prices consistent across all the different booking sites is giving them headaches.
The big picture is clear: hotels are going digital, but it’s not always smooth sailing. They need better tech tools that work together, staff who know how to use them, and ways to spend less time on paperwork and more time with guests.
Looking ahead, this report is basically a roadmap for hotels to stay competitive. The message is simple: embrace new technology, but be smart about what you actually need for your specific hotel. It’s not about having every new tool out there – it’s about having the right ones that make your hotel run better and your guests happier.
For the latest edition, see our take on HEDNA’s State of Distribution 2026.
Key Takeaways:
- The hotel industry is undergoing a significant digital transformation, necessitating strategic technology adoption and talent development.
- Addressing operational inefficiencies through automation and integration is crucial for streamlining processes and enhancing guest experiences.
- Understanding the unique needs and priorities of different hotel segments is key to developing tailored solutions and maximizing impact.
- Bridging the gap between hoteliers and guests requires leveraging technology to personalise interactions and deliver exceptional service.
Watch the video for a 3 minute overview!