Since then, it’s been a continuous learning curve. Because in business, nothing stays the same - and that’s exactly why strategy matters and why I'm back budgeting, setting goals, and building strategy again.

The same principle applies to distribution and digital paid media marketing. If you’re not actively reviewing your current performance, how can you plan for future success?

A solid budget strategy goes far beyond forecasting room nights, rates, or segment growth.

It must answer key questions:

• Which channels are we targeting?
• Why are we targeting them?
• What are our goals?
• What resources - time, budget, and people - do we need to achieve them?

Whether it’s transient, corporate, meetings, groups, weddings, or spa, each segment requires a tailored distribution strategy. Hoping for improved performance without investing in marketing, executing demand-driving tactics, managing pricing effectively, and enhancing guest satisfaction is wishful thinking.  I will always remember the strapline of a commercial meeting from days gone by - "Hope is NOT a strategy!" - you have to invest money, time, energy, and planning.

Strategising for Success

Success isn’t just about being on the right channel at the right time with the right price. That old adage - right time, right place, right price - might have worked when distribution was simpler. 

But today, there are far more “rights” to consider: the right guest, right product, right room type, right value-add, right message, right experience, right team alignment—the list goes on. It’s no longer about ticking a few boxes. 

True performance comes from a holistic, well-integrated strategy that considers the full picture.  And, that strategy won't be static.  How you achieve a target goal from one activity may dictate how you move forward, whether you change tack, or stay on path.  The overarching goals may remain the same - most of the time - but the tactics to get you there will evolve.

And, distribution success is a team sport. From rooms to sales, marketing to front desk, F&B to spa, M&E to housekeeping—every department plays a role in driving performance.

Guest sentiment, a measure that is impacted from multiple departments, will play a part in your success.  Including the improvement of your rating scores on OTAs and Tripadvisor as part of your distribution strategy is crucial.

Where are you in the process?

Depending on your financial year start, you’ll either have completed your budget, thinking about starting, or nearly completed its creation.  And if you are still in the throes of writing the commercial strategy to complement the budget, now is the time to lay the groundwork for a strategy that delivers real results.