Worldhotels.com has vowed to stay loyal to the trade despite pledging major developments in its direct booking technology.
The marketing consortium, which represents more than 500 independent properties worldwide, is developing its own booking and yield management systems with the aim of eliminating third-party technology suppliers.
Worldhotels.com senior director of business development Igno Gurgas said: “The booking engine technology will power our revamped website, allowing customers to not only reserve their room but book flights, transfers and other add-ons.
“It is important our members reach clients direct, but we are not forgetting the trade. Around 60% of our bookings come from agents and travel management companies and we expect this to continue.”
Gurgas said improved technology acted as an incentive for hotels to sign up with worldhotels.com, in addition to its global network of 30 sales offices.
The group claims its presence in London and other British cities needs to be increased and is courting hoteliers at World Travel Market.
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