Definition: What is a Channel Manager?

A Channel Manager is a software application that helps businesses, particularly hotels and other property-based enterprises, manage their inventory and bookings across different online platforms. 

There are several platforms that property owners can use to list their properties, including Lake, Booking.com, Expedia, Agoda, Airbnb, and others. These platforms are commonly referred to as Online Travel Agencies (OTAs). The purpose of a Channel Manager is to simplify the process of managing these platforms, prevent overbooking, and improve overall efficiency.

Channel Managers integrate with your Property Management System (PMS), which handles daily operations such as reservations, customer data, and payments. By automating inventory distribution and rates on various booking channels, Channel Managers help property owners optimize their occupancy rates and revenue. This technology allows property owners to reach a wider audience while maintaining real-time synchronization and rate parity.

Some features of a Channel Manager include:

• Real-time updates: As soon as a booking is made or canceled, inventory is updated across all connected channels.
• Pooled inventory model: This model prevents double bookings and ensures that rooms are always available for sale on multiple channels.
• Rate management: Channel Managers help set different rates for each OTA, maintain rate parity, and adjust pricing based on revenue management strategies.

When selecting a Channel Manager, it is important to consider various factors such as availability, cost, support, software, and integration capabilities. Different service providers, including SiteMinder, Cloudbeds, and RateGain, offer distinct features and pricing structures tailored to different types and sizes of properties.

In summary, a Channel Manager is a valuable tool for hoteliers and property owners to manage their distribution strategy and improve efficiency. By utilizing a Channel Manager, businesses can remain competitive in the current market, expand their reach, and increase their revenue.

Origin of the Term

“Channel Manager” is a combination of “Channel” and “Manager.” “Channel” originally referred to a narrow body of water and evolved to include “that by which something passes or is transmitted.” “Manager” comes from “manage,” meaning “to effect by effort,” and implies handling more minor concerns.

Usage

A Channel Manager is an essential tool for businesses looks to gain visibility on multiple online platforms. It centralizes and automates updating your distribution data, making managing customer data, price rates, and room availability efficient.

 With a Channel Manager, any changes you make in your central system will automatically reflect across all connected channels. Additionally, it ensures your property’s information is always up-to-date, keeping you ahead of the competition.

Some key benefits of using a Channel Manager include:

• Real-time updates: Any changes to your central calendar or pricing will instantly synchronize across all connected booking websites.
• Data centralization: Having a single dashboard to manage all your channels makes monitoring competitor activity, overseeing account profiles, and training channel partners easier.
• Increased efficiency: Automation features help you save time by virtually eliminated the risk of errors, allowing you to focus on growing your market share.

Choose a Channel Manager provider wisely by considering their features, pricing, and reputation. A well-implemented Channel Manager can significantly boost your distribution strategy’s success. Invest in a Channel Manager to streamline your online presence and stay ahead in the digital landscape.

Related Terms

Channel Partners: These are the businesses or individuals that help you distribute your products or services to end customers. They might be resellers, distributors, or agents who help you reach a broader audience.

Channel Architecture: The framework your company uses to organize and manage your channel partners. This structure supports the distribution of your products from producer to customer.

Indirect Channel Partner Engagement: This refers to activities and strategies companies use to manage relationships with their channel partners, such as selecting, enabling, and compensating them to maximize sales potential and foster growth.

Channel Automation Tools: These are tools and software that help channel managers organize and streamline various tasks related to partner management, like overseeing account profiles, monitoring competitor activity, and tracking performance.