A robust distribution strategy is key to driving bookings for hotels during tough economic conditions and being part of the Choice Hotels Asia-Pac global distribution network has distinct advantages for franchisees in this region according to CEO Trent Fraser.

“Our distribution strategy brings together our direct channels – the ChoiceHotels.com website, our App and call centre – and indirect channels to drive reservations,” says Mr Fraser.

“We have relationships with all major consortia in the Asia Pacific region and internationally. We also bring a solid and growing network of corporate clients with preferential rates across the hotel portfolio,” he says.

Choice Hotels Asia-Pac has negotiated competitive partnerships and preferred status relationships with corporate TMCs, as well as all the major Online Travel Agents (OTAs) and Global Distribution System (GDS) providers.

“These deals are driving local and international corporate, leisure, group, and sports reservations to our hotels and give hotel owners within our group access to advanced listing features with the OTA services.

“Our franchisees tell us that our distribution network is a key factor when they decide to join us and is something they would find impossible to build or maintain on their own,” Mr Fraser says.

Driving direct bookings

In 2018 Choice Hotels International rolled out its cloud-based global reservation system (GRS) called choiceEDGE, a state-of-the-art global distribution platform and the first new GRS from a hotel company in over 30 years.

“The technically advanced platform meant we were ready for the recent explosion in online booking growth, allowing us to process reservations from multiple channels and maintain near real-time information on availability and rate changes,” says Mr Fraser.

“Investment in these channels has paid dividends. We’re had a record year in 2022 for direct online bookings with bookings through ChoiceHotels.com and the Choice Hotels App up 88 percent on 2019,” he says.

The Choice Privileges loyalty program, which is a key driver of repeat bookings, has reached over 530,000 members in Australia and New Zealand and is growing rapidly.

“Our franchisees enjoy the benefits of these distribution channels, and for many it’s the key to building their client base and showcasing their property to the world,” says Mr Fraser.

Delivering results

Choice Hotels Asia-Pac recently released 2022 Results and once again the pure-play franchise group has delivered strong RevPAR (revenue per available room) results for its hotels, achieving 31 percent increase in performance on 2019 figures.

Mr Fraser says the current economic conditions have created a perfect storm for hotels who are considering joining a pure-play franchise group like Choice Hotels Asia-Pac.

“Staff shortages and high demand make it hard for business owners to look ahead and ensure their property is well positioned to stay front of mind for guests going into 2023.

“Being part of the Choice Hotels Asia-Pac group means you have a team of experts working with you to drive reservations, grow revenue and support your hotel business.”

For more information about Choice Hotels Asia-Pac’s global distribution strategy visit joinchoicehotels.com.au