Industry Update
External Article14 August 2020

Pandemic Forcing Hoteliers To Fast-Track Tech Adoption And Revisit Distribution And Marketing Strategies

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The travel standstill has afforded hotels and their partners a chance to revisit distribution and marketing strategies and processes which in better days have mostly operated on a "if it ain't broke, don't fix it" maxim. But hotel conversations today have had to change and now largely revolve around adjusting commercial models and new marketing strategies.

"There is an expectation that the pandemic will drive a change in commercial modelling," said Frank Trampert, Sabre's managing director and chief commercial officer, EMEA & APAC, Sabre Hospitality Solutions.

"Several of our clients are taking advantage of the pandemic by revisiting their technology solutions that they have had in place."

He noted, "The hotel industry had been a laggard in [technology] adoption, and was sort of was limping a little bit behind. We now see much more aggressive strategies around preparing the business for future distribution and future to meet the personalisation expectations of the customers."

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