Hotel channel management market to see 8.3% CAGR growth by 2034

by | Dec 5, 2024

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by Tanya Girdhar John

Sri Lanka’s opening of its first hotel managed by an all-female team brought the attention of the world towards gender representation within hospitality workspaces. Amba Yaalu Kandalama, run by an all-female staff-from top management to maintenance-is a bold initiative given that women only comprise 10% of the country’s tourism workforce.

As we open the conversation about women in tourism and hospitality at large, there is no better time to focus on women’s impact within the sector than International Women’s Day.

Women in tourism: current impact and outlook

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Women currently make up 54% of the global tourism workforce

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In the hotel industry alone, women representation remains between 60-70%

So, where is the gender gap?

According to UN’s Global Report on Women in Tourism, majority of women in tourism work in the informal economy where they earn less and have less job security.

Female workers are underrepresented in leadership roles, currently holding less than 40% of the managerial positions within the sector.

Closing the gender gap–trends and opportunities 

Hospitality hub

The hospitality remains a hub of opportunities for women, who often dominate roles in accommodation, food and beverage services, and customer relations.

 

Rise of female travellers

The increasing number of female travellers is reshaping the travel industry. This is creating opportunities for female-run businesses that can cater to female traveller needs and preferences, such as safety, wellness, and personalised experiences.

Sustainable tourism

A 2023 study states that destinations with greater gender equality tend to have more sustainable tourism practices, showing the positive correlation between women empowerment and responsible tourism.

Entrepreneurial spirit

Women are entering entrepreneurship with ventures like boutique hotels, tour operations, and travel agencies, often with a focus on community-based tourism.

Addressing the challenges faced by women

Despite their significant contributions, women in hospitality and tourism continue to face numerous challenges:

  • Due to the gender wage gap, women in the industry often earn less than their male counterparts for comparable work which reinforces systemic inequalities.
  • Long hours or inflexible schedules, make it challenging for women who juggles family responsibilities and, sometimes motherhood alongside their career.
  • Women are often limited to stereotyped roles (i.e: receptionist, server) perpetuating traditional gender roles and discouraging them in leadership positions.
  • Many women in the travel and hospitality industries are unaware of their rights, available resources, and opportunities for professional development.
  • The lack of mentorship and resources makes it harder for women to acquire the skills and networks needed to advance their careers.

Strategies for women empowerment in hospitality

To create a more gender-inclusive hospitality and tourism sector, it is essential to implement comprehensive diversity, inclusivity and equity strategies for better employee welfare.

1. Addressing stereotypes with policy and advocacy

Industry stakeholders can advocate for policies that promote gender equality and empower women in the workplace while supporting organisations that are working to advance women’s rights in the industry. Challenging gender stereotypes within operations and in marketing and advertising materials, establishing the correct DEI strategies and awareness, addressing gender disparities in wages, and hiring and promotion practices are essential in ensuring workspaces remain safe and healthy and will encourage more women to participate within the industry.

2. Technology utilisation

Technology bridges the opportunity gap for women in tourism, enhancing access to training and mentorship and providing online platforms for them to connect, share resources, and network. Technology tools like mobile apps can also be used to promote women-owned businesses. In addition, effective roster management systems, cloud services that enable remote working, or performance tracking that alleviate biases in promotions and other opportunities will create workplaces that foster employee equality and equity.

3. Education and mentorship

UN Tourism has partnered with UN Women and external partners worldwide to bring gender issues to the forefront of the tourism sector. Similar initiatives, not only at the international level but also at regional and local levels, provide opportunities for women to learn and access equal opportunities within the industry. Scholarships, leadership training, financial literacy, entrepreneurship opportunities and networking opportunities for aspiring professionals are also helpful.

4. Flexible work arrangements

While equality is crucial in the industry, so too is equity; understanding and addressing the needs unique to women. For instance, on-site childcare facilities or childcare subsidies can make it easier for women to return to work after having children. Oftentimes, social responsibilities for women differ from their male counterparts, demanding their attention for other activities such as feeding hours. In such instances, flexible work schedules and remote work options enable women to balance work and family life.

Find the right technology solutions to empowers your employees. Book a Demo Today

Accelerate action for an empowered future

Imagine an industry where people are equally represented at all levels—from entry-level positions to C-suite executives—and empowered to reach their full potential, with their unique skills and perspectives creating a more inclusive, innovative, and sustainable future. As International Women’s Day 2025 urges all to accelerate action for gender equality, industry stakeholders are called to accelerate their commitment to realising the vision of gender equality within the sector. 

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In this blog

The hotel channel management market is expected to see an 8.3% CAGR by 2034. In this light, channel management integration is one of the most effective ways to ensure a hotel stays ahead of the curve. Managing online distribution channels efficiently is a critical factor for success. From improving visibility and boosting occupancy rates to maximising revenue, channel management systems have become indispensable tools for hotels looking to thrive. 

What is channel management integration?

Channel management refers to the practice of managing a hotel’s distribution across multiple online platforms, including Online Travel Agencies (OTAs), direct booking sites, corporate booking tools, and more. A channel manager is a software solution that integrates all of these sales channels, ensuring that a hotel’s room availability and pricing are automatically updated in real-time across all platforms.

In this blog, we explore the power of channel management in maximising profits in hospitality.

Why do hotels need channel management?

Why should hotels invest in effective channel management? There are several benefits properties can reap with the right hotel channel manager. A channel management solution integrated with property management systems can help with successful hotel operations, owing to many benefits.

  • Maximise visibility and reach

    • Today, a majority of travellers book their accommodations online, which makes it essential for a hotel to be visible across multiple online platforms. Leveraging an effective channel management system allows a property to be listed on multiple OTAs, global distribution systems, and local booking sites, significantly expanding a brand’s reach. Listing a property across multiple channels and effectively putting the hotel in front of a larger audience ultimately increases brand awareness and drives more bookings. When potential guests are searching for accommodation, being present on more platforms increases a property’s chances of being discovered, giving it a more competitive edge.

  • Dynamic pricing for optimised revenue

    • Effective channel management empowers hotels to leverage dynamic pricing strategies, ensuring they can optimise revenue across varying market conditions. This allows hotels to adjust room rates in real-time, aligning with fluctuations in seasonal demand, local events, competitor pricing, and overall market trends. For instance, in peak demand periods—holidays, festivals, or major events in the area—dynamic pricing allows hotels to raise room rates to capitalise on higher demand. This enables the hotel to maximise their Revenue per Available Room (RevPAR), ensuring that they earn the highest possible revenue from each room sold. Dynamic pricing also takes into account real-time market conditions and competitor behaviour. By constantly monitoring competitor rates and adjusting pricing accordingly, hotels can remain competitive while also ensuring they do not miss potential revenue opportunities.

  • Centralised control of operations

    • Managing multiple booking channels can often become overwhelming, especially when done manually. The benefit of a channel management solution is that it allows hotels to centralise all their operations in one easy-to-use interface. This means managing every channel from a central dashboard instead of the time-consuming task of updating availability, pricing, and bookings on each individual platform. Centralised control also enables hotel management to streamline operations, saving time and reducing human errors. Additionally, managers can effectively monitor everything from bookings to cancellations and manage inventory more efficiently, resulting in better control and accuracy, which will translate into increased guest satisfaction.

  • Comprehensive data for smarter decisions

    • A robust channel management solution also offers valuable data to help hotels make more informed business decisions. These systems allow decision-makers to analyse booking patterns, guest demographics, and the performance of individual channels, giving an understanding of which channels drive the most bookings and revenue. As a result, hotels can keep refining their strategies to focus on the most profitable sources. Data-driven decision-making can significantly enhance a hospitality organisation’s decision-making process, leading to more strategic revenue management.

Contact us today to learn more about how an effective channel management solution can help you maximise your revenue.

Tapping into a hotel’s full potential with channel management

In modern times, channel management integration is not simply a technology upgrade—rather, it is a strategic move that can unlock the full revenue potential of a property. By improving visibility, boosting online brand marketing, and enabling dynamic pricing a channel management system offers the tools you need to maximise your hotel’s success.

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Varadharajan Athmanathan | IDS NEXT

Author

Varadharajan Athmanathan

Vice President – Professional Services

He joined IDS Next in 2011 as a product specialist amassing an extensive understanding of hospitality technology and its use in daily hotel operations. His primary task of leading the IDS Next’s Technical Support Centre includes managing its 24/7 technical support operations.

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