Hotel Preferred Partnership: A Strategic Hotel Growth Programme for Smarter Distribution

Managing hotel distribution has become one of the most complex challenges facing hoteliers today. As markets fluctuate, costs rise and booking behaviour evolves, hotels are under increasing pressure to refine their hotel distribution strategy in ways that deliver growth without sacrificing control.

The Hotel Preferred Partnership has been designed for a specific group of hotel partners who are ready to take a more strategic approach to B2B hotel distribution. It is not a product or a service in the traditional sense, but an exclusive commercial agreement built around performance, alignment, and long-term value.

Rather than applying a standard distribution model, this hotel growth programme adapts to your business, your priorities, and your market reality, helping you strengthen your competitive position in an increasingly crowded global hotel distribution landscape.
 

Hotel distribution strategy: key challenges for today’s hoteliers

A strong hotel distribution strategy is no longer about being everywhere. It is about being visible in the right places, to the right audiences, at the right time, while maintaining control over rates, costs, and resources.

The growing complexity of hotel distribution management

Hotel distribution management now spans multiple B2B partners, regions, and commercial models. While this can increase reach, it also adds operational strain. Managing availability, pricing, and content consistently across channels requires expertise and time, which are often in short supply.
 

But as complexity increases, so does the risk of inefficiency. Fragmented setups can lead to duplicated effort, limited visibility into performance, and weakened rate control – all of which impact profitability.

Fragmentation in global hotel distribution

Global hotel distribution opens the door to new markets, but it also introduces uneven demand patterns, varying booking windows, and different expectations from travel sellers. Without a structured approach, hotels can struggle to balance reach with relevance.

Visibility alone is not enough. You need to ensure that your distribution strategy supports your commercial goals, rather than diluting them across too many channels.

Why B2B hotel distribution remains critical

B2B hotel distribution continues to play a vital role in attracting high-value demand. Long-haul travellers, corporate clients, and extended-stay guests often book through travel agents and tour operators, making this channel essential for hotels seeking stable, higher-quality bookings.

The challenge is not whether to participate in B2B hotel distribution, but how to manage it in a way that supports ADR, protects brand positioning, and delivers predictable outcomes.

Competitive advantage through smarter partnerships

In this environment, your competitive advantage is increasingly shaped by how effectively distribution is managed. More hotels are moving away from purely transactional agreements and towards strategic partnerships that align with their growth ambitions and operational realities.

This shift is driving demand for hotel growth programmes that prioritise long-term performance over short-term volume.
 

Hotel Preferred Partnership: a hotel growth programme built around your goals

The Hotel Preferred Partnership is designed for hotels looking to strengthen their distribution strategy through a closer, performance-led relationship. Each agreement is tailored individually, based on the collaboration approach and mutual commitments established with each hotel.

This approach allows hotels to unlock tangible benefits across revenue, cost control, and visibility, while retaining control over commercial direction.

Accelerated growth without compromising rate integrity

Preferred Partners benefit from incremental occupancy driven by smarter segmentation and demand forecasting, rather than broad discounting. This supports revenue growth while protecting ADR and improving RevPAR.

'It’s an agreement that is bringing year on year, 60% growth for us.' - Jaime Faus, General Manager, Pullman Paris Montparnasse

Improved hotel distribution management and cost control

By simplifying B2B hotel distribution and reducing duplication across partners, the programme supports more efficient hotel distribution management. Clearer commercial structures and streamlined operations help reduce hidden costs and improve margin visibility.

Greater financial security and predictability

Depending on the commercial model agreed, hotels can benefit from guaranteed revenue or advanced payments. This provides greater certainty in planning and reduces exposure to short-term market volatility.

Stronger visibility in global hotel distribution

Preferred status increases visibility in qualified B2B searches, helping you to attract demand that aligns with your hotel’s business objectives. This includes a higher share of long-stay bookings and reservations with longer lead times.
 

'Our partnership with HBX Group allows us to streamline distribution and be incredibly targeted in the type of customers we attract.' - Daniel Miller, Director of Global Account Management, Clermont Hotel Group
 

How the Hotel Preferred Partnership works in practice

The Hotel Preferred Partnership follows a structured framework that balances clarity with flexibility. Each phase builds on the last, creating a hotel growth programme that evolves along with your business.

1. Understanding your hotel distribution strategy and priorities

The process begins with a detailed assessment of your hotel’s challenges, objectives, and operational setup. This includes understanding your revenue goals, distribution complexity, and appetite for predictability or flexibility.
 

These insights shape a tailored commercial agreement designed to address specific friction points and unlock additional growth.

2. Aligning objectives for sustainable hotel growth

Success is defined collaboratively, using data-driven forecasts and clear performance metrics. Shared targets, transparent tracking and regular reviews ensure that expectations remain aligned and realistic over time.
 

'Our relationship is human-to-human. We share insights and challenges, and create plans that benefit both sides.' - Fernando Vives, CCO, Minor Hotels

3. Activating targeted B2B hotel distribution

Once aligned, the partnership moves into activation. This may include targeted sales initiatives, marketing campaigns, and tactical actions designed to capture incremental demand from high-value B2B segments.
 

Preferred Partners benefit from enhanced visibility, improved forecasting, and access to a global network of commercial experts supporting performance across key markets.

4. Continuous optimisation and performance improvement

Hotel distribution management does not stand still. Performance is monitored continuously, with proactive guidance to help hotels adapt to changing market conditions. Preferred Partners also gain early access to new tools and innovations, as well as priority support.
 

Frequently asked questions about the Hotel Preferred Partnership

What is the Hotel Preferred Partnership?

The Hotel Preferred Partnership is an exclusive commercial agreement designed to support hotels looking to improve their hotel distribution strategy, performance and long-term growth through a closer B2B partnership.

Who is the Hotel Preferred Partnership for?

It is designed for hotels who meet specific eligibility criteria and who are seeking greater control, predictability, and efficiency in B2B hotel distribution.

How does this differ from a standard distribution agreement?

Unlike standard agreements, this hotel growth programme includes activation, enhanced visibility and dedicated commercial support aligned to your business objectives.

Can I protect ADR while growing B2B hotel distribution?

Yes. The programme supports ADR-driven strategies by avoiding discount-led growth and focusing on yield management and rate integrity.

Does consolidating B2B hotel distribution reduce reach?

No. Consolidation improves efficiency and control while maintaining access to a broad global hotel distribution network.
 

Strengthening hotel competitive advantage through partnership

In a complex and competitive market, a clear hotel distribution strategy is essential to sustainable performance. The Hotel Preferred Partnership offers a structured, performance-led hotel growth programme for hotels looking to strengthen their competitive advantage through smarter hotel distribution management.

As an exclusive agreement, it is not available to all hotels. If you are keen to explore this opportunity, speak to your HBX Group account manager to confirm eligibility and discuss how the partnership could support your goals.

Register your hotel with HBX Group today to begin leveraging the benefits of B2B hotel distribution, including access to more than 60,000 travel distributors in close to 200 source markets worldwide.
 

Register your property