Distribution Strategy:  Shifting Share in a Competitive Market

Most hotels in the United States operate in relatively mature markets in which incremental demand is hard to find. The reality is that most hotels acquire demand in three ways: looking to other hotels in the same market to try to shift the market share to their hotels, trying to provide incentives to travelers already planning to come into a market to shift their stays from one time period to another, or by trying to shift demand that may come from a less profitable channel into a higher value channel.

The primary techniques to accomplish these shifts are in three main areas of focus, which we will explore here. 

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