Village Hotels becomes first UK brand to join Expedia's Optimised Distribution programme

The chain operates more than 30 properties across the UK in tourist hotspots like London, Leeds and Liverpool

UK hotel chain Village Hotels has become the first domestic brand to join Expedia Group’s Optimised Distribution programme to support its wholesale strategy.

Expedia says the programme provides travellers with better room rates and more accurate content across trusted third-party travel providers.

The OTA added that it helps hotels to reduce costs, generate incremental revenue, and provide travellers with consistent and credible content across B2B channels. 

Village Hotels operates more than 30 hotels across the UK in tourist hotspots like London, Leeds and Liverpool. 

Expedia estimates that the hotel industry loses 20% of its wholesale bottom line due to the cost and difficulty of having to maintain and monitor numerous distribution channels

By joining Optimised Distribution Village Hotels will be able to manage inventory and rates through one single source of demand to improve the shopping experience for travellers.

Greg Schulze, senior vice president, strategic travel partners at Expedia Group, said: “Our goal is always to put the traveller first and ensure they have a frictionless, end-to-end booking experience.

“Unfortunately, the current wholesale distribution landscape makes that difficult to achieve. Expedia Group’s Optimised Distribution simply ensures that the traveller gets the best price and most accurate content no matter where they choose to book. 

“Diversifying distribution allows hoteliers to reach the most travellers and we are really pleased to see Village Hotels take a crucial step in simplifying and streamlining their inventory process to trusted third-party providers.”

Kelly Cronin, revenue director of Village Hotels added: “We are delighted to be the first UK domestic brand to have joined the Expedia Optimised Distribution platform on a preferred basis.

“This will strengthen our wholesale distribution platform allowing us to present a more competitive offering whilst retaining full control over our pricing and channel mix delivery ultimately driving revenue across our hotels.”