Interaction of yield management with online channel management and it's technologies in hotel enterprice

Online Travel Reservations which are developing significantly affected hotel enterprises as the internet spreaded around everywhere in daily life. Management of online distribution channels including Online Travel Agencies, Global Distribution Systems, hotel web sites, social media and mobile applications and information technologies used to administer those online distribution channels became significant for hotel enterprises. In this study, it is aimed to explore how online distribution channels are managed with yield management perspective in hotel enterprises and to determine in which ways online distribution channels affect hotel enterprises. For the purpose of the study, 10 yield managers working in five-star, domestic and international hotels in İstanbul were in depth interviewed face-to-face. Data set obtained from the interviews were coded and analysed via MAXQDA 12 qualitative research software. Therefore, two themes and ten categories were extracted. Hence, it was noticed the portion and the contribution of online distribution channels in cumulative sells are increasing day by day. As a result, yield management and online distribution channels were observed as working with interaction. In addition, it was noticed that without information technologies, revenue management and online distribution channels couldn't be managed properly, hotel enterprises would benefit from information technologies if used properly and online distribution channels have specific advantages on their own.