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Article Excerpt
Travel buyers' ability to prove they have shifted marketshare to preferred hotels--while crucial in 2004 as they' angle for the most favorable rates--remains problematic due to the inconsistent quality of the data they receive.
Across the spectrum of managed travel, data accuracy is hardly a new issue, but up to now the most intense focus has been on the airline side. The sense among buyers and hotels, however, is that, fueled by market conditions, 2004 will be the year the quality of hotel data becomes a major concern.
"We get a lot of questions about moving marketshare and about compliance, but the data that is used is not always accurate," said Christi Hedrick-Waters, preferred hotel program coordinator at Piano, Texas-based EDS, noting that hotels often draw on flawed market intelligence as a resource. "As a buyer, we use those reports as a guideline, but they're not the Bible. In fact, there are a lot of reports out there that hotels focus on, but the information they contain can be questionable."
The discrepancy can be significant. "Hotels will tell us they're looking at a report that...
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More articles from Business Travel News
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