Distribution Is Strategy, Not Plumbing

Distribution is frequently managed as a technical task: connect the inventory, update the rates and monitor parity. But every channel choice also determines who sees the product, which customer relationship the business owns and how much it learns from demand.

Access has a price

A high-cost channel may still be valuable when it opens a market the business could not reach alone. The mistake is to evaluate every booking with the same logic. Channel economics should include acquisition, conversion, cancellation behaviour, repeat potential and operational fit.

Build a portfolio, not a dependency

A resilient distribution model combines reach with learning and control. The goal is not to eliminate intermediaries, but to know what role each one plays—and to ensure no single relationship quietly becomes the strategy.