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For eBusiness & Channel Strategy Professionals

Hotels Will Rely On The Web To Survive 2010

November 3, 2009

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Authors

  • By Henry H. Harteveldt
  • with Carrie Johnson,
  • Elizabeth Stark,
  • Kate van Geldern

Why Read This Report

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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Table of Contents

  • Hotel eBusiness Professionals' Outlook For 2010: Fair, Not Great
  • For Hotel Professionals, 2009 Is The Year That Put The "Ugh" In "Ugly"
  • Hotels' 2010 Channel Focus Will Be On Their Own Web Sites And OTAs
  • RECOMMENDATIONS

  • Hotels Have A Lot Of Work To Do To Make Their Digital Channels Better
  • HOW FORRESTER CAN HELP

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  • Supplemental Material
  • Related Research Documents