During HostSpeaker, organized by our partners at Host at the Lisbon Tourism Fair (BTL), Paula Servera shared Dingus’ perspective on the evolution of hotel distribution and the need for properties to adopt a more analytical and sustainable approach to their commercial strategy.

Our SVP Strategy & Growth recalled Dingus’ long-standing trajectory as a technology provider specialized in distribution, with more than two decades of experience and over 500 direct connections. However, she stressed that the goal of her presentation was not to delve into the technology itself, but rather to explain how hotels can “sell better” by prioritizing quality, control, and efficiency instead of simply increasing the number of channels.

Servera explained that, far from the trends of previous years—when adding channels without limits was common—hoteliers now face more sophisticated challenges. Among them, “reducing dependence on certain distributors, increasing net profitability, and maintaining operational control over prices, availability, and conditions. What matters,” she emphasized, “is no longer how many channels a hotel has, but the role each one plays and the real value it brings to the business.”

During her talk, Servera highlighted that there is no universal distribution mix, since optimal results depend on factors such as the type of hotel, source markets, seasonality, and brand strategy. The objective is “to align product, commercial strategy, and distribution channels.” To assess the sustainability of each channel, Dingus proposes a model based on five KPIs:

  • Contribution and dependency
  • Net profitability
  • Demand quality
  • Operational efficiency
  • Risk and control

The session emphasized the need to evolve toward more comprehensive metrics, reminding attendees that “high-volume channels can often be the least profitable or the ones generating the most operational pressure.”

The balanced mix matrix: a strategic tool

During her presentation, Paula Servera introduced the distribution mix matrix developed by Dingus, designed to support strategic decision-making. The model combines business contribution (scale) and the real value of each channel (sustainability). Based on these two dimensions, channels are classified as strategic, opportunistic, risky, or dispensable.

She highlighted that this classification allows hotels to prioritize resources, reduce exposure, and optimize demand quality, all of which are essential elements of a robust distribution strategy.

To illustrate the practical application of the model, Servera presented some of our solutions:

  • DataHotel, the analytics platform that consolidates commercial and distribution information to facilitate analysis and planning.
  • The Global Distribution Map, which centralizes B2C, B2B, and direct connectivity in one unified management environment.
  • The Dingus CRS, designed to ensure consistency, control, and scalability in distribution rules, pricing, and availability.

The presentation concluded by highlighting the need to align operational KPIs with strategic OKRs, ensuring that distribution decisions follow a clear and measurable direction consistent with the overall objectives of the hotel or chain. Attendees were also invited to review their distribution map with the Dingus team to identify improvement opportunities, optimize resources, and strengthen their commercial strategy.

Cristina Torres. Dircom Dingus
cristina.torres@dingus.es