Choosing a channel manager deserves careful thought: it is a bit like entering a long-term marriage. Because of the initial setup and the integrations with all the other systems around it, it is not something you can change every few months.
Here are several factors to consider before signing up with a channel manager:
- Integrations with the widest possible range of channels. This is crucial. You do not want to find that you cannot connect every channel you need. Most providers will integrate with Booking.com, Expedia and Hotelbeds, but also consider important domestic or regional wholesalers that generate a significant share of your hotel’s bookings.
- An intuitive and flexible system. There is a basic rule with channel managers: the more flexibility you have when setting rates, supplements, discounts and offers, the more complex the system can become. You need to find a balance between flexibility and ease of use. Important tip: If you choose a very intuitive channel manager with limitations, make sure your commercial team understands them so that offers and promotions stay within what the system can support.
- Who will manage the channel manager? This could almost be part 2.1, because it is closely related to ease of use. If hotel reception teams or other employees whose main job is something else will handle updates and maintenance, avoid a system that is difficult to operate. Staff turnover and holidays can create serious problems if nobody keeps close control of rate distribution.
- Integration with your PMS. This can save your reservations team a great deal of time, freeing them up for reviews, upselling and other administrative duties. Important tip: Do not stop at asking whether it integrates with your PMS. Find out exactly what information will be transferred. Will commissions be deducted? Will agency and guest requests come through?
- Integration with another booking engine—or using the channel manager as your own. A connection to your booking engine is essential. This may be a personal view, but if we are logging in to Booking.com, Expedia and other extranets less often, why should we still update rates on our own booking engine manually? Another option I personally like is to use the channel manager as the booking engine, while a web development company builds the design, calls to action and other features around it. I would be interested to hear your views and experience on this.
- Price and contract term. Price is often a key factor, but watch out for limitations. Are unlimited integrations included, or is there an extra charge for each one? Is there a long minimum contract term? Are development costs charged separately?
- Support. The provider should have a well-trained support team that responds quickly, offers wide service hours or an emergency phone line, and, if possible, speaks your language. It can be difficult to explain an issue in your own language—imagine having to do it in another one.
I hope this checklist helps you make your decision—and above all, “may the odds be ever in your favour” 🙂