Customer acquisition costs and channel commissions are eroding the profit contribution from room sales. This one-day workshop covers how to build a framework to measure your costs of distribution and get visibility on the net profit contribution of all your channels to market. We cover third party channels such as OTAs, your own direct channels and the investment in digital spend, through PPC and metasearch.The workshop introduces the distribution channels and associated business models available to a hotel, focusing on evaluation of cost per channel to accurately assess net channel profitability. We look at how to incorporate digital and channel spend into customer acquisition costs, and provide a basic starter pack for participants to start building their own channel profit contribution toolkit. This information is used to inform a distribution strategy support better decision making over choice of channel, streamline acquisition costs, and protect profit.Participants have the opportunity to work with case studies to evaluate channel cost and profitability and identify which channels to select to distribute inventory according to forecast demand.
Thursday, February 9, 2017 9:30 AM - 5:30 PMGMT Time
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