An evaluation methodology for hotel electronic channels of distribution

Abstract

Electronic channels play an increasingly important role in hotel distribution, with most companies utilising a portfolio of channels to reach the customer in an effective manner. However channels cannot simply be added ad infinitum as they emerge; system complexity, technical factors and the management overhead associated with using multiple channels mean that choices must be made between alternative solutions. However, little is understood about how an electronic channel of distribution might be best evaluated. This study, combining both qualitative and quantitative approaches through a Delphi study, explored expert opinion on the key factors involved. Factors generated in the initial round of the study were subsequently refined, rated and ranked by the expert group to identify the key factors for consideration in both the channel adoption and continued use decision making process. In contrast to existing literature on channel evaluation, this revealed that operational and performance factors, rather than financial or strategic issues, should be of prime consideration in the adoption process.