Executive Summary (This is a document excerpt)

The global financial crisis hit the hotel industry particularly hard in 2009. A survey of 27 hotel professionals shows an expectation that business will have to be "bought" with low pricing for the balance of 2009, but cautious optimism exists for room demand and the revenue environment in 2010. When asked about their satisfaction with 11 different distribution channels, hotel distribution executives scored not only brand and property-level Web sites but also online travel agencies (OTAs) at the top for both booking volume and revenue production. In 2010, hotels will adjust their distribution plans, reducing their reliance on less effective, low-margin channels like wholesalers and increasing their use of direct Web sites, OTAs — and even global distribution systems.

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