According to recent Skift research, more than 32 percent of hotel bookings are generated from OTAs (Online travel agents), so showcasing a hotel property on distribution channels has never been more important to attract business.

Technology plays a vital role in that effort, which is why we’re investing significantly in distribution to help you win the attention of consumers wherever they might be shopping.

We’re introducing Oracle Hospitality Distribution – a solution that’s part of the Oracle Hospitality Cloud Suite – which allows brands and independent hotels to connect their room rates and availability directly with leading OTAs, as well as all direct and indirect distribution points. For hoteliers, this advancement eliminates the need for third-party intermediaries and additional interfaces, creating a real, direct connection with OTAs.

The first phase of the new distribution solution launches connectivity to Booking.com and Expedia Group, which represent the largest OTAs in the world. These new connections are available to all versions of Oracle Hospitality’s OPERA Cloud Property Management.

“We are excited to launch the Oracle Hospitality Channel Connect, which allows OPERA PMS users to directly manage their connection on Booking.com,” said Eddy Veldhuizen, director of connectivity partnerships, at Booking.com. “One of the many benefits the new integration will offer to hotels is the choice to distribute directly from their PMS, which can reduce operational workload when logging into fewer systems to manage their properties on our platform. We are very much looking forward to further collaborate on building new functionalities within this partnership.”

Hotel distribution is a complex process that demands exceptional agility and responsiveness for success. According to a report about distribution by industry research firm Skift, “In a market where demand fluctuates strongly, and a myriad network of channels compete for sales of the same room inventory, hotels need to understand how the different channels operate and have a clear strategy in place to allow for the best possible distribution of their rooms. At the end, for hoteliers it all comes down to proper management. There is a reason the different channels exist.”

Oracle Hospitality Distribution allows hoteliers to manage the process more effectively with channel management of rates directly from OPERA.

“As a leader in the property management software industry, Oracle provides the innovative technology and high-quality connections that lead to great traveler outcomes,” said Lisa Chen, vice president, Expedia Global Lodging Connectivity & Solutions. “Our new partnership unlocks instant scale to Oracle OPERA customers to reach Expedia Group’s high-quality travelers while also providing our travelers with the benefit of additional lodging options.”

Laura Calin, Oracle Hospitality’s vice president of strategy and solutions management, said: “We are excited to be working with the leading OTAs in the industry to help our hotels grow their business and improve operational efficiencies. This new distribution solution will help hotels simplify their collaboration with OTAs and more effectively manage their channels.”

Oracle Hospitality Distribution will be expanded soon with a new API marketplace, which will establish a forum where distribution partners can easily connect with OPERA customers. In addition, Oracle Hospitality will be providing hotels with new direct connects to a wide range of distribution partners, including booking engines, GDS, channel managers, wholesalers, and additional OTAs. By creating such opportunities, hotels and brands will be able to improve the way they activate and manage their channels – showcasing all their product availability to a global audience.

View source