Sales, Marketing, and Distribution
Channels and economics
Distribution runs through OTAs, metasearch, wholesalers, retail agencies and direct channels. Each carries different commission and control trade-offs. Direct booking protects margin and customer data; OTAs buy reach. Rate parity clauses and channel conflict are recurring issues-know that selling the same room cheaper on your own site can breach agreements.
Marketing to inbound guests
Source-market segmentation drives messaging: Chinese-language social platforms, Korean blogs, English-language content for long-haul. Content should address practical anxieties (language, rail navigation, cash vs card, luggage). Influencer and UGC campaigns work but need disclosure compliance.
Sales mechanics
Familiarisation trips, trade shows, B2B contracts with allotments and release deadlines, and dynamic pricing. Understand conversion funnel basics and the difference between lead generation and closed bookings.
Traps
Questions test whether you distinguish marketing reach from profitable revenue, or ignore commission impact on margin. Another trap: assuming a higher headline price is always worse-value framing and inclusions matter. Watch for advertising compliance: exaggerated claims and undisclosed paid promotion are regulated.
Worked example
A ¥200,000 package sold via an OTA at 18% commission nets ¥164,000; sold direct at a ¥10,000 discount it nets ¥190,000. Rule of thumb: compare net revenue, not gross price.