Great Hotels of the World has introduced a new business and pricing model it believes will “shake up the hotel representation industry”.
The company’s new model will focus on reducing distribution and representation costs by 30% or more, while extending its members’ reach in electronic channels, GDS, social and mobile platforms.
Citing the traditional model as “obsolete”, GHOTW said it will still adopt customised marketing but use its evolution CRS system to help members grow more online, as well as simplify rates 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. The representation industry must adapt to the realities of today’s marketplace in order to remain relevant and to provide real value to their members,” explained Paul McManus, chairman of GHOTW’s board.
