Why Connectivity Is Now Central to Hotel Performance

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For independent properties and hotel groups alike, connectivity is now a fundamental pillar of performance.
At D-EDGE, this belief has guided us from the outset. With over 550 active integrations, all designed and developed in-house in Europe, our hospitality ecosystem is recognised as one of the most reliable and high-performing on the market.
This expertise is consistently acknowledged by major distribution platforms, which grant us advanced partnership statuses year after year—“Premier” with Booking.com and Google, “Elite” with Expedia, “Strategic” with Agoda, and “Meta Partner” with Meta—testament to the quality, stability, and depth of our connections.

In this article, Thomas Hiley, Chief Product Officer at D-EDGE, shares key insights into understanding and harnessing the power of hotel connectivity. He also outlines the technological choices underpinning D-EDGE’s connectivity strategy—designed to address both current and future needs of hoteliers, regardless of their size or market.

Connectivity refers to the ability of technology systems to exchange data automatically in real time. In the hotel industry, it enables the synchronisation of information between internal systems (such as PMS, CRS, RMS, CRM) and external channels (OTAs, GDSs, metasearch platforms, payment solutions, etc.).

Its role is to ensure a seamless, uninterrupted flow of data—rates, availability, bookings, content, guest profiles—all need to be aligned, up-to-date, and accessible at the right time, on the right channel.

When well-implemented, connectivity becomes invisible: it enables a smooth, consistent, and reliable experience for both hoteliers and their guests. But when fragile or poorly managed, it leads to errors, inconsistencies, wasted time—and directly impacts profitability.

Effective connectivity expands a hotel’s commercial reach. By activating new channels, hoteliers can quickly and efficiently tap into new customer segments and highly targeted audiences. Beyond Booking.com and Expedia, complementary and alternative solutions are emerging—mobile apps, long-stay platforms, niche markets—and paving the way for new distribution opportunities.

As Thomas Hiley points out “Connectivity is no longer a technical function—it’s a strategic lever for commercial and financial performance.”

Yet one crucial aspect often goes underappreciated: connectivity’s role in controlling distribution costs. Hotels are no longer aiming for ubiquitous presence alone; today, they are building a more balanced, better-managed, and more profitable distribution mix that aligns with their commercial strategy.

“It’s not about the number of connections anymore—it’s about their ability to deliver a stronger ROI. The right channel, at the right time, for the right guest, with consistent data.” explains Thomas

⤷ The D-EDGE Approach

The D-EDGE CRS enables hotels to connect with all their distribution channels with outstanding precision. It ensures:

Instant updates of rates, availability, and content
Consistent data across all connected systems
Advanced distribution rules to prioritise the most profitable channels

The result: better visibility, fewer errors, increased conversion rates—and above all, a more efficient acquisition cost.

Example: Since 2015, Santika Hotels & Resorts (116 properties) has relied on D-EDGE’s CRS to connect its PMS, direct channels, and distribution partners. The outcome: an optimised distribution strategy supporting balanced and sustainable performance.

Within many hotel organisations, marketing and distribution functions are closely linked—often even managed by the same teams. Yet the tools and approaches used by each side are frequently disconnected. High-performance connectivity breaks down these barriers, enabling a seamless digital experience from the inspiration phase all the way to booking.

As Thomas Hiley rightly states, “Marketing and Distribution should no longer operate in silos. A coherent multichannel approach is essential—and connectivity is the key.”

⤷ The D-EDGE Approach

At D-EDGE, we have combined our expertise in digital marketing and hotel distribution to create an ecosystem designed as a true e-commerce platform.
Hotel websites become powerful conversion tools through deep integration with the booking engine and the addition of advanced marketing features such as:

Personalised offers

Targeted messaging

Remarketing features inspired by best practices in online retail

But the journey begins well before the guest lands on the hotel website. By connecting hotels to platforms like Google and Meta, D-EDGE enables digital campaigns to be activated at the research stage—capturing demand early and redirecting it to the most profitable direct channels.

Hotel connectivity is inherently complex—not only because it involves numerous actors and data flows, but also due to the variety of technical languages used across systems like PMS, CRS, RMS, payment gateways, and more.
To function seamlessly, these systems must be constantly translated and synchronised to ensure compatibility and frictionless operation.
In a context of staff shortages, hoteliers often lack both the time and the technical expertise to master each system and connect them effectively—yet these tools are critical to operational and commercial performance.

Thomas insists on the importance of shielding hotel teams from technical burdens: “That complexity should never be felt by the hotel. It’s our job, as a technology provider, to make it invisible and make life easier for front-line teams.”

⤷ The D-EDGE Approach

At D-EDGE, we design connectivity to simplify hotel operations. Our CRS can be used either as standalone modules or as a fully integrated suite—with automation built into every layer.

A standout example: the advanced connection with Booking.com now allows hoteliers to create and manage room types and rates directly from the D-EDGE platform—eliminating the need to navigate multiple systems.

This reduces errors, minimises manual tasks, and saves valuable time for front-desk and revenue management teams.

And it reflects D-EDGE’s philosophy: automate wherever possible to free up teams for what really matters. Other features further support this operational simplicity, including:

Channel Pools: to apply global distribution rules across multiple channels automatically
Status Pages: to monitor connection status in real time and act quickly in case of issues
Inventory Caps & Planning Rules: to automatically restrict availability on certain channels based on predefined strategies
D-EDGE Pay: to automate payment processes, manage virtual cards, and reduce the risk of fraud or chargebacks

Connectivity is not just about transferring data between systems—it directly shapes the quality of the digital guest experience, from the initial search to the booking and post-stay engagement.

With every booking counting more than ever, robust connectivity is a decisive advantage: it aligns each stage of the user journey and removes friction between inspiration, browsing, payment, and loyalty.

When systems are orchestrated correctly, a returning traveller can instantly access their preferences, personalised offers, loyalty points, and complete their booking using their preferred payment method—Apple Pay, Google Pay, cards, even vouchers or credits—without any friction.

Thomas Hiley

Chief Product Officer

D-EDGE

⤷ The D-EDGE Approach

D-EDGE provides a full-stack e-commerce ecosystem focused on guest experience, where every technological building block—booking engine, CRM, website, payment—is seamlessly connected.

The hotel website becomes a high-performing transactional channel, with a booking engine that responds in real time to rate, availability, and commercial rule changes
Acquisition campaigns—particularly via Google and metasearch—drive traffic into streamlined direct booking journeys
CRM integration enables personalisation from the first visit, activating targeted messages, specific offers, and automated remarketing
Payment solutions are integrated to offer a smooth checkout flow, tailored to local preferences (Apple Pay, virtual cards, deferred payment, etc.)

The result: Hoteliers enjoy higher conversion rates, increased direct bookings—which are more profitable—and stronger guest relationships, all thanks to a fully controlled, end-to-end booking experience with no reliance on third parties.

After outlining the pillars of high-performance connectivity, it’s time to explore the long-term technological choices that shape D-EDGE’s vision. From integration design to infrastructure decisions, everything is crafted to help hotels adapt, innovate, and connect to the right partners—with security, scalability, and performance at the core. The objective: to drive both revenue and guest satisfaction.

At D-EDGE, connectivity is not a static technical foundation—it’s a strategic architecture. It’s designed to accommodate new generations of systems, simplify integration, and maximise value for hoteliers.

“The hotel tech ecosystem is constantly expanding—PMS, RMS, CRM, payment gateways, upselling tools, analytics platforms… For a seamless experience, all these components must exchange data reliably, smoothly, and in real time” stresses Thomas.

⤷ The D-EDGE Approach

This connectivity-centric model is built on full in-house control of integrations. All connections are developed, maintained, and secured by our dedicated Partnership & Connectivity teams based in Europe. Each integration is certified, documented, and never reliant on scraping.
We continuously innovate to integrate the most advanced data exchange protocols on the market. Two recent examples illustrate this forward-thinking approach:

Oracle OHIP: D-EDGE is among the first CRS providers to offer a certified connection with Oracle’s new cloud-based interface. This enables expanded data exchange—room types, rates, restrictions, content—and unlocks the full potential of the world’s most widely used PMS.
Expedia: D-EDGE has implemented the latest booking APIs using GraphQL, offering richer, faster, and more structured data flows. This ensures better synchronisation and a more granular view of every reservation.

This innovation through connectivity strengthens interoperability, enhances the hotel’s digital scalability, and accelerates response to changing market demands.

With the continued growth in data volumes and bookings (+15% YoY via the D-EDGE CRS), infrastructure must evolve to ensure speed, resilience, and scalability. D-EDGE has chosen to build its CRS infrastructure on Amazon Web Services (AWS)—the global leader in cloud solutions.

Near-instant scalability during peak demand periods

Enhanced stability for schedule updates, which can exceed 100 updates per booking

Improved data flow security

In today’s increasingly technical and interconnected distribution landscape, the depth of integration is a strategic advantage. The more advanced the integration, the more the hotelier can automate processes, personalise offers, and optimise distribution.

⤷ The D-EDGE Approach

D-EDGE’s expertise is recognised by the world’s leading distribution platforms, which award us top-tier partner statuses in recognition of our integration quality and stability:

Premier Partner with Booking.com
Elite Partner with Expedia
Strategic Partner with Agoda
Premier Partner with Google
Meta Partner for performance campaigns

These partnerships grant early access to new API functionalities, enabling D-EDGE to quickly integrate platform innovations.

For instance, Booking.com recently launched a feature that allows hoteliers to create and manage room types and rates directly from the D-EDGE interface. Over 100 hotels adopted it within the first week—proof of the value of well-built, stable, and powerful integrations.

Successful distribution requires both global visibility and local relevance. It’s not enough to be connected everywhere—systems must also adapt to regional specificities, including payment preferences, dominant channels, regulations, languages, and guest behaviour.

⤷ The D-EDGE Approach

Integrations with all major global platforms (OTAs, GDSs, metasearch)
Strong local partnerships across Europe and Asia
On-the-ground teams in over 150 countries, speaking 20+ languages
Customised setup for each property, aligned with market focus and commercial priorities

D-EDGE supports over 17,000 hotels worldwide with a proactive local approach. Our teams act as an extension of the hotel’s own, bringing agility, market expertise, and cultural understanding.

Behind every successful connection lies essential human coordination. At D-EDGE, a dedicated Partnerships team works closely with tech providers across the globe.
This multilingual team, with expertise in hotel systems (PMS, RMS, CRM, payments, etc.), plays a dual role:

On the hotel side: ensuring each integration delivered is relevant, robust, and user-friendly

On the partner side: supporting connected solutions for smoother onboarding and faster adoption

This collaborative approach enables D-EDGE to deliver smart, reliable, and valuable connectivity for the entire hospitality ecosystem.

Our ambition is to build a connectivity ecosystem that benefits everyone—hoteliers, of course, but also solution providers. Effective, sustainable, and results-driven integrations happen when there is both technical and human collaboration

Thomas Hiley

Chief Product Officer

D-EDGE

In 2025, connectivity is no longer just about linking systems—it has become a foundational lever for managing distribution, enhancing the guest experience, and optimising hotel performance.

Smart connectivity means ensuring reliable data exchange, operational simplicity, scalable tools, and consistent data across all channels.

At D-EDGE, connectivity is part of our DNA. It drives our technological decisions, shapes our product roadmap, and informs our long-term vision. We see it as a genuine competitive advantage—one that empowers hoteliers to boost profitability, remain agile, and grow sustainably.