What is meant by dual distribution in the travel industry?

Dual distribution in the travel industry refers to a strategy where suppliers, such as hotels or airlines, utilize two different channels to sell their products or services. In this case, suppliers engage in both direct sales to consumers, often through their own websites or direct marketing efforts, and indirect sales through intermediaries like travel agencies.

This method allows suppliers to reach a broader audience by catering to different consumer preferences. Some travelers may prefer booking directly for potential benefits like enhanced customer service or loyalty points, while others might consult with a travel agency to receive expert advice and curated experiences. By using both distribution channels, suppliers can maximize their market reach and enhance their sales potential, meeting the varying needs of consumers.

This approach contrasts with the other options, which propose limited distribution strategies—either exclusively direct sales, independent agency operations, or using solely online platforms. Such options do not capture the comprehensive nature of dual distribution, which is characterized by the simultaneous use of both direct and indirect sales channels.