{"id":6462,"date":"2026-08-10T15:35:14","date_gmt":"2026-08-10T18:35:14","guid":{"rendered":"https:\/\/hsmailatam.org\/?p=6462"},"modified":"2026-08-25T18:47:28","modified_gmt":"2026-08-25T21:47:28","slug":"conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel","status":"publish","type":"post","link":"https:\/\/hsmailatam.org\/en\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\/","title":{"rendered":"Do you know the true cost of your hotel&#039;s distribution?"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><em>Diego Acosta, Director of Alliances at Flex Pay and member of the HSMAI Revenue Optimization Advisory Board<\/em><\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When we talk about hotel distribution, it&#039;s common to compare only the commissions paid to OTAs with the cost of direct bookings. But that perspective can lead to incorrect conclusions.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">That was one of the main points discussed recently by the HSMAI Revenue Optimization Advisory Board. The group debated how to more accurately measure the true cost of acquiring a reserve and how that analysis can lead to much smarter business decisions.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The main conclusion was clear: a direct booking is not always the most profitable.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The cost of the reservation goes far beyond the commission<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For many years, the industry compared distribution channels almost exclusively based on commission percentages. Today, that logic is no longer sufficient.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A booking made through the hotel&#039;s website can involve various investments that don&#039;t always appear in traditional analyses, such as:<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">digital media campaigns<br>marketing agency fees<br>conversion tools and booking engines<br>loyalty programs<br>technology<br>payroll of the Marketing, Sales and Reservations teams<br>customer acquisition costs<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When all these elements are taken into account, the true cost of direct selling can be significantly higher than imagined.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">As one of the participants in the discussion pointed out, investing to increase direct bookings does not necessarily mean keeping a larger share of the revenue.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Measure better to decide better<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Another important discussion was about the level of detail needed to calculate distribution costs.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Some hotel groups already use Business Intelligence platforms capable of consolidating data from various sources and bringing the analysis closer to the level of each reservation.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Although that level of accuracy still presents an operational challenge, the consensus was that seeking more comprehensive information is essential to improving business decisions.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, some participants warned about the risk of turning that search into an overly complex exercise.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">More important than finding an absolutely perfect number is developing consistent indicators that allow for reliable comparison of channels over time.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Net RevPAR doesn&#039;t tell the whole story<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Net RevPAR (Net Revenue Per Available Room) has become an important indicator for evaluating distribution performance.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">However, several participants pointed out that it also has limitations.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the establishment&#039;s profile, especially in long-stay hotels, other metrics may better represent the real profitability of each channel.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The consensus was that no single indicator can fully reflect the efficiency of the distribution.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Invisible costs are also part of distribution<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Another frequently overlooked issue is indirect costs, which rarely appear in distribution analyses.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">These include:<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">benefits offered by loyalty programs<br>upgrades<br>Breakfast included<br>Commercial costs associated with relationship programs<br>Structure of the sales teams responsible for groups and events<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">When these investments are left out of the analysis, it becomes much more difficult to accurately compare profitability between channels.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">As one of the Advisory Board members summarized, ignoring the costs of loyalty programs means failing to analyze an important part of the equation.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The growth of automated campaigns<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Another point discussed was the evolution of Google&#039;s automated campaigns, especially Performance Max (PMax), based on artificial intelligence, which allows you to promote a hotel across all Google channels (Search, YouTube, Display, Gmail, Discover and Maps) from a single campaign.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The tool allows you to reach potential guests at different stages of the buying process using artificial intelligence to optimize campaigns.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Although it does not eliminate competition from OTAs, it can help strengthen the direct sales strategy when used in a planned way.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For many hotels, understanding this type of tool has gone from being a competitive advantage to a necessity.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Distribution should be analyzed as an investment<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The big takeaway from the discussion is that distribution should not be analyzed solely as a commission cost.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">It represents a set of investments in technology, marketing, relationship building, sales, and customer acquisition.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The better a hotel understands these costs, the greater its ability to decide where to invest and which channels actually generate the highest returns.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, the goal is not simply to increase direct bookings, but to understand which channels generate the greatest return for the business.<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Questions for your team<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Does your company know the total acquisition cost of each distribution channel?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What indirect costs are not yet part of that analysis?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is direct booking really the most profitable channel for your hotel, or is that perception based solely on commissions?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do the indicators used today help measure profitability or only revenue?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How can Marketing, Revenue Management, and Sales work together to improve distribution profitability?<\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>","protected":false},"excerpt":{"rendered":"<p>Diego Acosta, Director de Alianzas de Flex Pay y miembro del HSMAI Revenue Optimization Advisory Board Cuando hablamos de distribuci\u00f3n hotelera, es com\u00fan comparar \u00fanicamente las comisiones pagadas a las OTAs con el costo de las reservas directas. Pero esa visi\u00f3n puede llevar a conclusiones equivocadas. Esa fue una de las principales reflexiones discutidas recientemente [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6512,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[13,50],"tags":[36],"class_list":["post-6462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hoteleria","category-revenue-management","tag-revenue-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfConoce el verdadero costo de la distribuci\u00f3n de su hotel? - HSMAI Latam<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hsmailatam.org\/en\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfConoce el verdadero costo de la distribuci\u00f3n de su hotel? - HSMAI Latam\" \/>\n<meta property=\"og:description\" content=\"Diego Acosta, Director de Alianzas de Flex Pay y miembro del HSMAI Revenue Optimization Advisory Board Cuando hablamos de distribuci\u00f3n hotelera, es com\u00fan comparar \u00fanicamente las comisiones pagadas a las OTAs con el costo de las reservas directas. 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Esa fue una de las principales reflexiones discutidas recientemente [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hsmailatam.org\/en\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\/\" \/>\n<meta property=\"og:site_name\" content=\"HSMAI Latam\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-10T18:35:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-25T21:47:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hsmailatam.org\/wp-content\/uploads\/2026\/08\/foto_artigo_distribuicao_hotel-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"603\" \/>\n\t<meta property=\"og:image:height\" content=\"301\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ana Kelly\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Kelly\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/hsmailatam.org\\\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hsmailatam.org\\\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\\\/\"},\"author\":{\"name\":\"Ana Kelly\",\"@id\":\"https:\\\/\\\/hsmailatam.org\\\/#\\\/schema\\\/person\\\/19839e2feb61be86d9a814d36231b5d4\"},\"headline\":\"\u00bfConoce el verdadero costo de la distribuci\u00f3n de su hotel?\",\"datePublished\":\"2026-08-10T18:35:14+00:00\",\"dateModified\":\"2026-08-25T21:47:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/hsmailatam.org\\\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\\\/\"},\"wordCount\":897,\"image\":{\"@id\":\"https:\\\/\\\/hsmailatam.org\\\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hsmailatam.org\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/foto_artigo_distribuicao_hotel-1.jpg\",\"keywords\":[\"revenue management\"],\"articleSection\":[\"Hoteler\u00eda\",\"Revenue Management\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/hsmailatam.org\\\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\\\/\",\"url\":\"https:\\\/\\\/hsmailatam.org\\\/conoce-el-verdadero-costo-de-la-distribucion-de-su-hotel\\\/\",\"name\":\"\u00bfConoce el verdadero costo de la distribuci\u00f3n de su hotel? 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Pero esa visi\u00f3n puede llevar a conclusiones equivocadas. 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