Distribution et Revenue Management

📈 Gloria Thalasso & Hotels partnered with Mirai in 2014 to revamp their distribution model, increasing direct sales from 2.7% to 35% by 2023, peaking at 45%. Located in Gran Canaria and Lanzarote, they feature a 7,000 m² Thalasso, Europe’s largest. Their marketing strategy achieves a 99% impression share and a 37% call conversion rate. Innovations like Mirai Twin 3D and B2B platform boost agency satisfaction and cut intermediation costs, enhancing autonomy and profitability.

🖼 Maximize rental profits by targeting off-peak travelers like remote workers, retirees, and families outside school holidays. Lower platform saturation increases visibility, click rates, and customer satisfaction. Maintain rental activity after summer for annual profitability, avoiding excessive price drops by offering seasonal bonuses. Capture a diverse audience through themed marketing and SEO strategies, ensuring year-round occupancy and steady income. Enhance guest experience with local partnerships and personalized services for long-term success and online reputation.

🏠 NUMA Group, led by CEO Christian Gaiser, adopts a multi-brand strategy with NUMA for convenient stays and Native by Numa as a premium lifestyle brand. Targeting key cities like Rome, Paris, and Vienna, they aim for properties with 80-300 units in culturally rich areas. Operating in 42 cities across 15 countries, NUMA manages 10,000 active units. The strategy blends high-end service with unique experiences and efficient technology, appealing to real estate investors.

💰 Selon une étude d'Expedia publiée récemment, 98% des hôteliers subissent jusqu'à 6% de pertes de chiffre d'affaires annuelles dues à une mauvaise gestion tarifaire. Plus de la moitié d'entre eux connaissent ces pertes chaque semaine. Les hébergeurs actifs utilisent généralement 4 à 6 partenaires de distribution, rendant difficile la cohérence tarifaire sans solution centralisée. Expedia constate que 99% des professionnels voient une solution centralisée comme essentielle pour réduire ces pertes. Aux États-Unis, cela peut coûter en moyenne 40,100 $ par an.

🏖 The Surin Phuket, in collaboration with D-EDGE, enhanced its digital strategy by aligning with travelers' natural journeys. This approach prioritized timing, relevance, and customer intent over massive advertising, resulting in measured, sustainable, and profitable growth. The strategy reinforced the hotel's visibility and attractiveness, maintaining its refined essence and drawing guests seeking authenticity and exclusivity in a saturated market.

💸 In a competitive hotel industry, Revenue Management is essential for profitability and competitiveness. Common mistakes include viewing it as mere price adjustment, neglecting data analysis, lacking clear objectives and marketing budget, and not integrating it into management routines. Effective Revenue Management requires strategic planning, objective setting, and regular data analysis. Training staff in Revenue Management practices can optimize results, ensuring all levels from reception to management understand and apply the right pricing strategies.

📆 Europe du Sud (Italie, Grèce, Espagne) connaît sa shoulder season en avril-mai et septembre-octobre. Les destinations tropicales comme les Caraïbes et Hawaï la vivent en mai-juin et octobre-novembre. Les voyageurs profitent de faibles tarifs et moins d'affluence. Les hôtels peuvent utiliser des tarifs dynamiques et cibler des niches comme les digital nomads. Météo agréable et personnalisation plus facile favorisent des séjours enrichissants. Maximisez la valeur perçue avec des offres packagées et partenaires locaux.

🛫 Booking, a leading OTA in Europe, applies a commission of 15-20% on confirmed reservations, influenced by location, accommodation type, and extras. Commissions also apply to non-refundable bookings and late cancellations. Payments are due monthly. Exemptions exist for canceled stays, no-shows, and invalid credit cards. Participation in marketing programs like Genius can increase commission rates. To reduce commissions, creating a direct booking website is recommended. French VAT is 10% for most accommodations and 2.1% in certain regions.

💰 +15% de réservations et +10% de chiffre d’affaires additionnel en 30 jours, grâce à l'Automatic Rate Match (ARM) d'Expedia. Qui ? Expedia. Quand ? En un mois. Où ? Expedia Partner Central. Quoi ? ARM ajuste automatiquement les tarifs par rapport à Booking.com et Agoda. Comment ? En ajustant les prix au moins une fois par jour. Mise en garde : peut réduire l'ADR, RevPAR, et GOPPAR. Conseils : ne pas activer en continu, fixer des garde-fous, renforcer la valeur du canal direct.

📈 En 2025, la présence digitale des hôtels ne suffit plus; la conversion est cruciale. Entre 62% et 64% du trafic hôtelier provient des smartphones, mais 75% des visiteurs ne sont pas prêts à acheter, cherchant plutôt des informations. Près de 40% vérifient si les tarifs directs surpassent ceux des OTAs. Tony Loeb discute de ces défis dans un récent podcast pour optimiser le marketing digital hôtelier.