Chapter_08-Global Distribution Systems And Channels.pdf

PowerPoint Presentation 03/01/2014 1 Copyright ©2012, 2005 by Pearson Education, Inc Upper Saddle River, New Jersey 07458 • All rights reserved1 Technology Strategies for the Hospitality Industry, 2nd[.]

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Technology Strategies for the Hospitality Industry, 2nd ed.

Peter D Nyheim and Daniel J Connolly

Global Distribution Systems and

Channels

Chapter 8

INTRODUCTION

• The area of global distribution is one of the most

complex aspects of the hospitality business and an

area that has been greatly impacted by technology

change with the rise of new channels or sales

outlets

– The term global distribution can be defined in this case

as attaining the broadest possible reach to the largest

available audience meeting a company’s target market

segments at the most affordable cost and with the

highest potential for winning conversion (i.e., generating

bookings).

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INTRODUCTION

FIGURE 8-1 Common Channels Used When Booking Lodging

Accommodations

Understanding Pathways to

Customers

Intermediary

Direct

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INTRODUCTION

• The thrusts of distribution are market reach

and penetration, branding, merchandising,

and revenue generation

– Supporting the global distribution function is a

global distribution system (GDS), that, in

effect, has become the circulatory system of the

lodging organization

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INTRODUCTION

FIGURE 8-2 The GDS Ecosystem

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IMPORTANCE OF GDS

• The roles played by a

GDS have evolved

over time—from one of

transaction-based

emphasis to one of

strategic value—but at

any one point in time, a

GDS fulfills five

important roles.

FIGURE 8-3 The Many Roles of a GDS

IMPORTANCE OF GDS

FIGURE 8-4 GDS-Related Core Competencies Essential for Competitive Advantage

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DEVELOPING A DISTRIBUTION CHANNEL

STRATEGY

• Finding and Competing for Electronic

Shelf Space

• Cost Implications

• Understanding Share of Distribution

• Maintaining Inventory Control: A

Daunting Challenge

• Inadequate GDS Technology

Infrastructure

• Inventory and Rate Management Issues

STRATEGY

FIGURE 8-5 Distribution Channel Evaluation

Criteria

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STRATEGY

• Rise in Number of Electronic

Intermediaries

• Shift in Balance of Power from Supplier

to Customer

• New Models of Distribution and Pricing

• Accelerated Rates of Change

• Relinquished Control of the Customer

Relationship

Agency Model

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15

Merchant Model

Opaque Model

• Opaque Product

• Opaque Price

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17

Auctions

Search and Meta Search

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TRENDS IN HOTEL AND RESORT GDS

• Disintermediation and Reintermediation

• Digital Divide

• Transparency: A Hope for the Future

• Bypassing Airline GDSs

• Leveraging Technology to Reduce

Overhead

• Mobile Apps (Applications)

• Shopping Bots

M-Commerce

Any time, anywhere access Location-based services SMS “push” capabilities Value-add services

Tiêu đề	Technology strategies for the hospitality industry
Tác giả	Peter D. Nyheim, Daniel J. Connolly
Trường học	Pearson Education
Thể loại	Book
Năm xuất bản	2014
Thành phố	Upper Saddle River

Định dạng
Số trang	10
Dung lượng	1,1 MB