Article · June 5, 2025 · Rodolphe Lenoir

Distribution, a strategic lever in travel

Why distribution is a key strategic lever in the travel sector

In many travel organisations, distribution is still too often pushed into the background. Yet it is an essential link between supply and demand.

In many travel organisations (transport, hospitality, parks and so on), distribution is still too often pushed into the background. Dedicated roles are rare, policies vague or non-existent, channel performance insufficiently tracked. Yet distribution is an essential link between supply and demand. Here are 5 major reasons to steer it proactively and strategically.

1. Distribution is a marketing shop window

Direct or indirect, it is the first shop window for your products and services. While content is usually well controlled on direct channels, that is not always the case on indirect ones. The quality of descriptions, visuals and merchandising requires constant attention.

2. Distribution costs are significant

They can reach 20% of revenue. In hospitality, Booking’s average commission is 15%. The costs of direct distribution (advertising, IT, staff, physical agencies) are often underestimated - sometimes higher than those of indirect distribution.

3. The right distribution mix optimises sales

A policy favouring direct sales makes sense, but cannot cover every segment. A well-structured third-party network can generate incremental sales without cannibalisation. What matters is a segmented, actively managed and well-steered approach.

4. Distributors are a source of inspiration

Often experts in their field, they master customer expectations, user experience and technological innovation. Drawing on Booking’s best practices can improve the performance of your own website.

5. Distribution is at the heart of technology choices

Choosing the right technologies is fundamental to controlling content, costs and customer experience. With the arrival of AI, new channels are emerging, requiring a scalable, customer-oriented technology architecture.

How to regain control of your distribution

At IMPACT CONSULTANTS, we have developed proven methodologies to help travel players move towards a more efficient, agile and controlled distribution. Our main advice: don’t let your distribution happen to you - steer it!

An article written by Rodolphe Lenoir.

IMPACT CONSULTANTS
← {{ t.allArticles }}
{{ current.cat }} {{ current.date }} · {{ current.author }}

{{ current.title }}

{{ current.kicker }}

{{ current.title }}

{{ b.c }}

{{ b.c }}

{{ b.c }}

→{{ b.c }}

{{ b.c }}

{{ current.excerpt }}

{{ t.readFull }} →

{{ t.more }}

{{ r.date }} {{ r.title }} {{ t.readInline }} →