First we have to define what is a hotel distribution or marketing channel, it works as a network of intermediaries between potential customers and our hotel, it helps us to have more exposure online and of course, to specify the largest number of reservations through its websites. Each sales channel is different, so we must be clear about the target we want to reach by defining which OTA (Online Travel Agencie) we are going to work with.
This issue is very common for chains or hotel groups that have specific departments to take charge of this task, since it is a fundamental pillar in the hotel industry, but if we talk about small or independent hotels, it is a somewhat confusing process since not in all the cases have a person expert in e-commerce or revenue management issues.
A very marked segment that is monopolizing a large part of the market are the so-called "Millennials", we explain a little about the characteristics of this generation:
They are born between the 80's and 2000, we are talking about 30% of the world population, which has very particular habits in terms of consumption. This generation relies heavily on technology, the internet and social networks that are your number one reference when planning a trip, do research in several sources before booking, that's why we emphasize this type of client / guest. They look for traveling to have unique experiences to show on their social networks and that is where the tools they use to achieve this part come in.