Story hotel --- distribution channels Research Paper

Story hotel --- distribution channels - Research Paper Example For instance, through its website and other internet-based social networking sites, the hotel offers online booking services, reservations, customer care services, and coupon rewards. This enables it to connect with the clientele in real-time over the virtual space. Theorists of distribution channels agree that the essence of a reliable distribution channel lies in its capacity to spread information about the nature, value, and quality of products to the specific markets (Ranchhod & Gurau, 2007). In the hotel and hospitality industry, the goods and services may vary in range, complexity, value and quality. Similarly, the kind of targeted clientele often vary in line with the variables of geography, locality, gender, socioeconomic status, race, culture, and many other variables. At the same time, changes in time and lifestyles often affect the nature of preference and the demands of the market. The strategies adopted by Story Hotel are meant to make use of these aspects of business by utilizing the synergistic aspects of the positive forces while developing strategies to overcome the stifling influence of negative forces. Macroeconomic factors determine the manner in which a distribution channel impacts on the targeted clientele (Ranchhod & Gurau, 2007). ... Essentially, Story Hotel’s multiple distribution channels are designed to attract two broad categories of customers. These include leisure and business customers. The market reach of the distribution channels is flexible in the sense that it spurns from the local clientele to the international groups. One of the strengths of the distribution channel as controlled by Story Hotel is that it is able to attract and retain customers by regulating its distribution channels in a manner that portrays its competitive advantage on the market. This strategy makes it possible for the hotel to maintain and increase the volume of clientele locally and globally, besides breaking into new market segments previously controlled by competitors. The Hotel also relies on a system that enables it to break into unexplored market segments at the local and international arena. For instance, the regulation of prices has made the hotel a favourite choice of people from across the socioeconomic ladder. S tory Hotel markets itself as a favourite destination both for the domestic customers and those from across the space. Through the internet resources, the Hotel disseminates the right kind of information that would be of value to customers who want to make their travel budgets ahead of the journey. Some of the information relayed to customers includes issues of location. The internet distribution channels provide resourceful information, which would help the targeted clientele to make informed decisions as to matters of convenience. The strategic location of the hotel, according to the information supplied from the online sources, offers vantage opportunities for the customers to access other services and amenities around the city (Story