Distribution mix

The distribution mix is the combination of different channels through which products and services are marketed and sold to consumers. It encompasses both direct and indirect channels used by travel providers to reach potential customers. 

Direct channels include direct interaction between the provider and the customer without intermediaries, such as via the provider’s website, call centers, direct booking offices, and mobile apps. 

Indirect channels are intermediaries that help promote and sell travel products on behalf of providers, such as OTAs, GDSs, travel agents, and tour operators.

Distribution mix helps travel providers penetrate more market segments and reach a wider audience. It reduces dependence on a single channel and provides stability in varying market conditions.

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