The Biz at BTN Podcast · Business Travel News

2024 What to Watch 05 - Will Pinnell - Distribution Revolution Not Just for Airlines

·23 min

Michael Baker interviews Will Pinnell from HRS about attribute-based shopping in hotels, a trend applying NDC concepts from airlines to hotel distribution. They discuss how GDS technology was built for flight comparison shopping, not hotel personalization, and how traditional hotel tech stacks with separate CRS and PMS systems limited amenity merchandising. Will explains how APIs are enabling these systems to communicate, loyalty programs provide guest context for personalization, and virtual payments generate digital invoices with level-three data showing what amenities guests actually purchase. This data then informs negotiation with hotels about what amenities should be included in corporate travel contracts.

As heard by us

Hotel shopping is framed through a practical, attribute-based lens.

Episode 5 takes a clear look at attribute-based shopping for hotels and draws a useful parallel to how NDC is changing airline sales. Michael Baker and Will Pinnell keep the discussion rooted in operating detail, moving from upgraded rooms and suites to welcome packages, spa…

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Why you'd press play

You want the hotel side of attribute-based shopping before it settles into the next routine in corporate travel.

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