(English) The optimal hotel distribution mix: keys to maximizing RevPAR profitably and sustainably

In a recent industry roundtable, hotel leaders agreed on a crucial point: the optimal distribution mix is no longer about choosing between OTAs and direct channels. The focus has shifted toward building a flexible strategy that puts true profitability at the center.

Beyond the classic debates, the discussion highlighted how to integrate metrics like customer acquisition costs, lifetime value, and new technologies — especially artificial intelligence — into smarter decision-making.

1. Beyond the Direct Channel: A Strategic Vision

The direct channel is not always the most profitable option. Each booking carries hidden costs in marketing, booking engines, payment gateways, and promotions. The real key lies in understanding the value each customer brings throughout their lifetime, not just the room rate.

👉 Granularity and clean data: analyzing each channel and guest profile allows for more accurate, sustainable decisions.

2. Profitability and Sustainability of the Mix

The distribution mix should not be defined by rigid percentages. Experts agreed that strategies must remain flexible and adapt to demand and market context.

• Less is more: working with fewer partners and tour operators gives better control over margins and disparities.
• Loyalty matters: regardless of the booking channel, a returning guest should always be integrated into the loyalty strategy.

3. Acquisition Costs and Attribution

Measuring the real cost of acquiring customers is still a major challenge.

While some hotel groups already apply attribution models, most do so partially or manually. The future lies in smart CRMs and AI tools that enable more precise and continuous tracking.

4. Key Levers to Optimize Distribution

The panelists highlighted several practical tactics:

• Loyalty clubs to strengthen long-term relationships.
• Exclusive products on the hotel website: room types, cancellation policies, or perks not available on OTAs.
• Metasearch strategies and segmented campaigns for controlled visibility.
• Softbrand collaborations to access luxury markets and faster positioning.
• Influencers and brand ambassadors to tap into new audiences.

5. Artificial Intelligence: The Next Revolution

AI will not replace strategy, but it can optimize processes: price opportunity detection, cancellation management, personalized offers, or even smart call centers.

However, experts warn: without a solid base of clean and structured data, AI will only act as a patch.

Conclusion

There is no universal formula for the optimal distribution mix. Each hotel must design its own approach based on:

✔️ Real measurement of costs and profitability.

✔️ Guest loyalty and long-term value.

✔️ Careful partner selection.

✔️ Smart use of technology and AI.

Only by combining these elements will hotels be able to maximize RevPAR profitably, sustainably, and in line with the future of the market.

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