Breakdown of bookings by channel (direct, OTA, GDS, etc.).
Channel Mix
Channel mix is the combination of distribution channels through which a hotel receives bookings: direct website, OTAs, GDS, physical travel agencies, tour operators, and more.
💡 In other words: it’s the “recipe” that blends all your channels to find the balance that brings the most revenue with the least dependency.
Importance
Effective channel mix management maximises revenue, reduces commission costs, and minimises reliance on less profitable channels.
Disambiguation
- Market Segmentation: focuses on classifying customers; channel mix focuses on where the bookings come from.
- Online/offline distribution: channel mix covers both and their proportion within the overall strategy.
Example
A hotel may aim for a channel mix of 50% direct bookings, 30% OTAs, and 20% GDS and tour operators.
👉 Where are your bookings actually coming from? It’s the “recipe” that blends all your channels to find the balance that brings the most revenue with the least dependency.
