Dear WuBookers, being available on multiple OTAs is now a must for many hoteliers, but to ensure that everything works well, it is necessary to have advanced and secure management and control tools. One of these is definitely the channel manager which, integrated with the PMS, ensures an optimal connection between the various platforms and the management software.

Roberto Ferrini, Connectivity Manager at WuBook, knows a thing or two about this.

We asked to explain a little more about how the connection with OTAs works and why it is essential that everything works perfectly.  

The Channel Manager: an essential tool

Let’s start with the basic definitions: the channel manager is a technological solution that makes it possible to easily and simultaneously manage the supply and sale of an accommodation facility’s rooms across multiple distribution channels, such as OTAs.

Zak, WuBook’s PMS, is equipped with a proprietary Channel Manager that transmits rate and room availability information to the various portals, and records the reservations received. We can imagine it as a two-way sorting channel by which data to and from the OTAs is released and stored in the correct way.

An essential component that also fits perfectly within a developed and diverse technology ecosystem.

“The PMS is as if it were the main software,” explains Roberto, “to which various accessory software is connected. A simple case may be home automation, or the ability to manage electronic room keys or access codes,” a growing trend in recent years. “Other examples,” he continues, “may be RMS, or revenue management software. These process and calculate the best prices at which to sell rooms at each time of year. Through integration, the prices are imported directly into the PMS which, through the Channel Manager, sends them to the various OTAs.”So it is clear that this is a tool with numerous potentials, which must ensure reliability and efficiency on both sides: if something goes wrong, it is mainly the hotel that loses out, but Online Agencies can also be penalized.

Possible consequences of an inefficient connection

“If the software is unreliable,” Ferrini warns, “the integration may not work properly with consequential fallout on the facility’s guests” and, by extension, on the hotel. The greatest risk, in fact, is that of incurring in the dreaded overbooking which, if unplanned, can cost the hotel dearly both in practical terms and in terms of reputation.

A circumstance that, in other ways, does not even play into the hands of the OTAs, who are committed to offering safe solutions, protecting the end customers.

“It is convenient for OTAs that accommodations use channel managers and PMSs, because by doing so they have the opportunity to increase the availability of rooms for sale“: excluding the danger of overbooking, hotels and B&Bs can in fact propose all their accommodations, without fear.
Another aspect to consider is the constant updating and maintenance of integrations between OTAs and PMS. “It is essential to be aligned on new developments, new government regulations and new features,” points out the Connectivity Manager. More specifically, the direct relationship with many agencies is the key to avoiding disruptions. In fact, any malfunctions “can create problems with shared customers and consequently friction with the partner OTA. This is also why the commercial management of the relationship is very delicate.” And it is one of the distinguishing factors of WuBook and its organization.

The guarantees of an excellent connectivity

We asked Roberto what makes Zak particularly suitable for those looking for a stable yet evolved solution. “WuBook has a very particular policy regarding integrations and connections with OTAs or third-party partners,” he replies. “We try to select a few and usually the best ones“: instead of connecting them all without distinction, the WuBook team prefers to focus on the quality and security of the connections.

A philosophy that also allows the development of special features, so-called “add ons,” small plugins custom-built for the connected OTA. “They are extra features, dedicated to some specific partners. They are paid for because they offer ad hoc connectivity and customized use of Zak in relation to the integrated software.”

In other words, WuBook not only offers standard protocols, but also adapts to market needs, expanding its features to ensure optimal service to both sides of the supply chain, hoteliers and OTAs. A not insignificant aspect for an international business, which, however, maintains an artisanal approach of attention to detail and listening to individual needs.

This is confirmed by Ferrini who, in closing, reveals something more about his daily activities. “I usually interface with managers in different countries and gather their needs. If they point me to an OTA that is particularly performing in a country or is in high demand by WuBook’s current or potential customers, I move in and try to establish a relationship with the partner in question.” An openness to the new that can only benefit everyone, including portals.