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a commercial mindset

Hotels & Hotel schools are missing a trick (or two!)

Are you a hotel company seeking to upskill teams with a more commercial mindset and digitally savvy? Are you an ambitious hotel school or university looking to produce a new breed of graduates who are more commercially savvy and industry ready? Then please read on…

Hotelladder.com is a passion project of Vineeth Purushothaman, who until early 2024 headed Distribution and Commercial Planning at Wyndham Hotels & Resorts for Europe, Middle East, Africa and Eurasia.

During his recent 7-year tenure as a commercial leader in Europe, Middle East, Africa & Eurasia (EMEA) at Wyndham Hotels & Resorts, with its portfolio of over 9000 hotels, he had the privilege of closely working with, observing and training numerous hoteliers, new team members, graduates and interns. And whilst fascinated and impressed by experiencing their unique perspectives and talents first hand, he also spotted genuine opportunities to enhance their commercial mindset to achieve a competitive edge in a fast changing marketplace.

With over 80% of hotel bookings anticipated to be made online by 2027, learning distribution strategies and techniques for effectively managing how hotel rooms are sold and distributed to bookers is critical. By overlooking the importance of distribution in hotel training and hospitality education in general, hotels and hotel schools are likely to find that their teams and graduates are ill-equipped to navigate the complexities of the industry effectively.

With the majority of hotel bookings happening online, hotel teams and hotel school graduates must grasp the significance of effective commercial and distribution strategies. From brand websites and metasearch to online travel agencies (OTAs) and wholesalers, to online group booking capabilities and global distribution systems (GDSs), they need to understand the intricacies of each channel and how to effectively manage them. This knowledge will enable them to optimise occupancy levels and drive revenue.

This conviction of a gap/opportunity was further reinforced through the time Vineeth spent with hundreds of hotel general managers across EMEA, providing them with training on distribution. Traditionally, hotel general managers were not a target audience for this type of training. However, current industry realities dictate otherwise, as distribution continually emerges as a topic these accomplished managers desire to gain more understanding and training in.

Embracing the shift towards digital platforms and adapting to new distribution models is vital for professionals aiming to lead in their respective industries within the hospitality sector.

We are looking to collectively shape the future leaders of the hospitality industry, equipping them with the comprehensive commercial skills and mindset necessary to make a lasting impact. By prioritising a holistic understanding of distribution strategies, sales, marketing, and revenue management principles, we can ensure graduates are well-prepared to navigate the complexities of the rapidly evolving industry landscape.

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