Increasing Revenue and Decreasing Cost: The Promotion of Direct Distribution Channels in Hospitality

The main objective of this research is to analyze the Revenue Management in hotels oriented to the promotion of direct sales channels, in order to increase the revenue of the units and to avoid possible expenses in commissions to third parties by the hotel, namely the indirect sales channels. In this case, the application of the Revenue Management concept is very beneficial in that hotels can apply the proper procedures and strategic decisions to minimize commission costs and generate the optimal amount of revenue, which is the main objective of this study. For this, it will be necessary to develop a concise study, regarding segmentation, and to understand what kind of benefits will be convenient for them, to build direct loyalty without any other intervention. Through a literature review, as a basis of study and the application of a quantitative study, creative proposals for rewards and strategies and suggestions for good practices are formulated to promote direct purchase by consumers and build loyalty so that they always book directly with the hotel unit.