Great Hotels of the World, the London-based subsidiary of the Hotel Performance Co., is introducing a new business and pricing model.
The value proposition of the model is threefold:
- To reduce distribution and representation costs by 30% or more
- To extend its member hotels’ marketing and distribution reach across the entire spectrum of electronic distribution channels, including the GDS, web, social and mobile platforms
- To simplify rate and content distribution across all channels
“The referral value of representation companies and affinity groups continues to diminish as travellers increasingly book reservations through new and emerging channels,” said Paul McManus, chairman of Great Hotels of the World’s advisory board. “The representation industry must adapt to the realities of today’s marketplace to remain relevant and to provide real value to their member hotels. The traditional hotel representation model is becoming obsolete.”
Great Hotels’ strategy integrates the elements of traditional representation with customized marketing solutions anchored by Evolution, the company’s technology platform.
Great Hotels offers several pricing options, including a subscription-based model wherein one annual licensing fee covers all sales and marketing services and distribution is free.