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Chapter 9

Chapter 9. Place in Hospitality Marketing: Distribution. Distribution. The strategy of place Presence Representation Three levels of distribution Intensive distribution Selective distribution Exclusive distribution. Distribution Channel Members in Manufactured Goods. Merchant firms

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Chapter 9

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  1. Chapter 9 Place in Hospitality Marketing: Distribution Marketing Hospitality, 3rd ed., Hsu/Powers

  2. Distribution • The strategy of place • Presence • Representation • Three levels of distribution • Intensive distribution • Selective distribution • Exclusive distribution

  3. Distribution Channel Members in Manufactured Goods • Merchant firms • Retailers • Agents

  4. Need for Distribution in Lodging • Physical presence • Representation • Reservation network

  5. Central Reservation Network Travel Agency Carlson Wagonlit Thomas Cook http://www.carlson.com http://www.thomascook.com $6 to $8 Global Distribution System SABRE Galileo http://www.travelocity.com http://www.expedia.msn.com $3 to $5 http://www.travelwiz.com http://www.travelweb.com Switch Company THISCO Wizcom Alternative Internet Reservation Path G U E S T S $2 to $3 Central Reservation Service Hilton Hotels Sheraton http://www.hilton.com http://www.sheraton.com Hotel Property http://www.holidayinn.com http://www.innatirving.com Booking a hotel room via traditional reservation structure Booking a hotel room through the Internet

  6. Lodging Channels of Distribution • Lodging chains • Management contract • Franchise • Travel agents • Other channel members

  7. Lodging Franchise • Membership system • Franchise and membership services • National brand and marketing program • Reservation system • Quality assurance • Buying coops • Training programs • Impact

  8. Distribution Via Travel Agents • Travel wholesalers • Retail travel agencies • Services to travel agents • Toll-free number • Travel agent club • Commission payment plan • Incentives • Fam trip • Information packages

  9. Other Channel Members • Hotel sales representative companies • Incentive houses

  10. Foodservice Distribution Systems • Franchise system • Growth vs. control • Master franchisee • Encroachment • Intensive distribution—intercept marketing • Points of distribution (POD) • Hosts • Venues

  11. Foodservice Distribution Systems • Franchise system • Intensive distribution—intercept marketing • Intermediaries • Third-party delivery services

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