Infrata-酒店直销成本不比分销成本低（英文）-2018.5-39页-2mb

Summary of Hotel Distribution Costs

Core Content

This report provides an in-depth analysis of the costs associated with direct and indirect distribution channels in the hotel industry, focusing on the impact of channel shift, particularly from Online Travel Agencies (OTAs) to Brand.com. It also examines the broader market dynamics influencing hotel distribution strategies.

Main Points

Net Contribution Per Booking

• The average net contribution from all direct distribution channels is €4.59 higher than from indirect channels.
• The overall net contribution from all channels is €80.94 per booking.
• When comparing only the OTA and Brand.com channels, the OTA channel generates an additional net contribution of €0.12 per booking.

Channel Shift Impact

• Shifting all OTA bookings to Brand.com results in a statistically insignificant change in net contribution (€80.94 to €80.92, a 0.03% decrease).
• However, this shift could lead to a significant drop in occupancy, necessitating increased spending in areas such as customer acquisition, online marketing, technology development, and customer services.

Billboard Effect

• The billboard effect refers to the increase in direct bookings due to OTA advertising.
• Up to 35% of hotel bookings can be attributed to this effect.
• If the billboard effect is removed, Brand.com would need to increase SEO spend by between €7 and €10 per booking to regain the lost traffic.

Cost Structure

• Costs vary significantly between channels and include fixed and variable components.
• Key cost categories include SEM/SEO, credit card fees, loyalty programs, sales & marketing, franchise, labor, CRO/Voice, GDS, commissions, and connectivity.

Market Dynamics

• The report highlights the impact of market dynamics such as consolidation, branding, loyalty programs, and transience on distribution strategies.
• These dynamics can either simplify or complicate the distribution chain, affecting overall costs and profitability.

Key Information

Distribution Channel Mix

• The average ADR for European hotels is €112, used as a baseline for the model.
• OTA market share is estimated at 19% when including offline bookings (vs. 26% from Phocuswright and 16% from TravelClick).
• Brand.com is modelled as a direct channel, though it may sometimes be considered indirect.

Channel-Specific Costs

• PMS (Property Management System): €1.8 per booking, no impact on channel shift.
• IBE (Internet Booking Engine): €1.5–4.1 per booking, varies by channel mix.
• CRS (Central Reservations System): €2.5 per booking, varies by channel mix.
• CRO/Voice: €7.6 per booking, varies by channel mix.
• Labour: €1.12 per booking, varies by channel mix.
• SEO/SEM Acquisition: 3.5% (loyalty), 12% (non-loyalty), increases with direct online distribution.

Cost Drivers

• Commissions: OTA commissions are 15%, while TA commissions range from 0–10%.
• GDS Booking Fee: €6.65 per booking, eliminated by direct distribution.
• Franchise & Royalty Fees: 5% per booking, may reduce at the group level with direct distribution.
• Loyalty Fees: 4.7% per booking, may slightly reduce with indirect distribution.
• Credit Card Fees: 1.5–2.5% per booking, likely to move with the channel.

Channel Analysis

• The model was developed in three stages: cost and revenue analysis, channel mix assessment, and cost allocation based on distribution scenarios.
• The analysis uses data from industry sources and includes assumptions about the current market share and cost components of each channel.

Key Trends

• Online booking is growing at 13% per annum and now accounts for 35% of the global market.
• OTA ad spend is significant, with Priceline and Expedia spending $5.8 billion in 2016, which is 37% of their revenue.
• Corporate travelers tend to have low propensity for channel switching due to specific needs and requirements.
• Leisure (independent) travelers are more responsive to online ads and have a higher propensity for channel switching.
• Leisure (group) travelers are less likely to switch channels and are typically booked directly.

Conclusion

The report concludes that while direct distribution may appear more cost-effective, the shift from OTAs to Brand.com can lead to complex cost implications and a potential drop in occupancy. The billboard effect is a significant factor in driving direct bookings, and its removal would require substantial investment in SEO and marketing. The study emphasizes the importance of understanding market dynamics and channel-specific costs to make informed distribution decisions.