Small businesses often have a hard
time ranking in search engines, which are the number one source of organic
consumer traffic.
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Negative Effects of the Internet on | eHow.com - 1 views
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In class we spoke about how the internet has an impact on small businesses and how small businesses are having a hard time being compared to the bigger businesses. This article talks about how they are being ranked in the search engines. When a consumer goes online to search for a product, he or she will like at what the article refers to as an established brand such as hp or dell in computers oppose to smaller brand names which although theyre known theyre being bypassed by these big brand names. The article talks about the "bid per click" bases that business advertisers use to promote on google. This makes it hard for a smaller business to compete with a bigger business because of their promotion level. It is very expensive.
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Ahead Of The Bell: TripAdvisor Upgraded To 'Buy' : NPR - 0 views
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travel spending has remained stable despite the dismal global econom
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Many feared that aggregators like TripAdvisor relied too heavily on Google to direct customers to their sites
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Travelers that book their trips using online travel agencies constantly check reviews from other travelers. Google is a commonly used search engine. If they start providing reviews of hotels and airlines to the customers, customers will read the first choice in the search (themselves) and not much of the second or thir option. I think that google is trying to innovate their technology and advancing to other venues such as this one and the glasses that they feel will replace or complement smart phones.
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Google is trying to grow their business market share not only by being a search engine, but exploring other markets. I read that they had partner with Motorola to make phones and their newest invention soon to come, the smart phone glasses. In this article we see them becoming an online review site for hotels and airlines competing with companies like TripAdvisor, which relies a lot on people that "google" them.
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shared by da7327 on 16 Sep 17
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HNN - Revenue and cost strategies for boutiques, independents - 0 views
www.hotelnewsnow.com/...ies-for-boutiques-independents
hospitality business GDS hotel revenue booking technology travel
shared by da7327 on 16 Sep 17
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Without the power of a brand sales team and the tools that they provide, your independent hotel’s sales efforts need to ensure that they are utilizing the right channels to effectively capture transient demand.
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While global distribution system business is mostly pay-to-play, it provides exceptional return on investment in the right markets.
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Direct bookings are the most cost-effective business for boutique hotels, so it is always the goal to drive business to our own booking channels. Identifying what percent of business you need from group sales, GDS and online travel agencies is paramount to a successful revenue strategy.
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Identify your hotel’s ideal rooms-to-space ratio to optimize profits on any piece of group business and to ensure your revenue manager and sales team are on the same page.
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If your hotel has an in-house food-and-beverage department, then capitalizing on these events is even more critical to achieving financial success and should be incorporated into your revenue strategies
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A destination is a high contributing factor in the decision-making process, so your sales team should highlight all of the attractive aspects of the local area.
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Your social media platforms create a stage for your hotel’s voice to be heard, so their importance is far greater than they would be for a branded hotel. Develop creative packages and collateral that capture the guest experience to set yourself apart from a franchised hotel.
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Your website should be constantly updated with local happenings, events and hangouts to keep up with search engine optimization (SEO) changes that stress local focused searches
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The article introduces how to manage revenue and cost strategies for boutiques and independent hotels. Compared to big brand hotels, boutique and independent hotels have less brand power, and less power of a brand sales team. So, they need to find the right tools to adapt and fit their own property. Firstly, GDS is a good source to gain an exceptional return on investment, but it costs a lot to adopt for small or mid-sized hotels. Thus, direct bookings can be the most cost-effective way for them to choose. By identifying the sales from group and OTA, revenue can increase and optimize profits. Hotel can hold events as one of the ways to increase revenue. Mixing F&B and event can achieve financial success. Also, independent hotels can use destination marketing to emphasize tourist spots and host more business trip. Lastly, the importance of social media and website is very high for boutiques and independents. As they constantly update their site, search engine optimization should be kept up with. Considering GDS system in the context of small property, they are not afforded to adopt the system though it has a lot of benefits to increase revenue. Thus, they should find the right tool to adapt while considering the budget or common booking tool utilized.
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Hospitality Marketing Services | Sabre Hospitality - Tools & Technologies | E-Marketing... - 0 views
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Sabre Hospitality Solutions has designed essential applications and products that will push your Internet Marketing program to a higher level of performance .
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Sabre Hospitality Solutions has designed essential applications and products that will push your Internet Marketing program to a higher level of performance
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Sabre Hospitality Solutions has designed essential applications and products that will push your Internet Marketing program to a higher level of performance.
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offer a wide range of cutting-edge and user-friendly Internet Marketing tools that enable direct online sales transactions, track and analyze Website traffic data and conversions, integrate emerging technology, and facilitate cost-effective Customer Relationship Marketing (CRM).
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The CMT uses a text editor that is similar in functionality to Microsoft Word, allowing a non-programmer to manage and edit content on their Website in real time. Clients are able to edit basic body text and insert interior images throughout their Website, thereby virtually eliminating Website maintenance costs.
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Sabre Hospitality Solutions provides a full e-commerce solution that enables you to build and manage an E-store that generates significant incremental revenue.
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Sabre Hospitality Solutions' Interactive Proposal Service (IPS) is a proprietary system that allows a property to respond to RFP's in a highly customized fashion.
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Our Flash map solution integrates standard interactive components for any set of floor plans.
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Our behavioral targeting engine serves potential guests content based on how they are navigating through the Website; and profiles their keyword search that has led them to the Website.
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Sabre Hospitality Solutions developed a proprietary Content Management Tool (CMT) based on the needs of our clients.
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The CMT is developed in a secure environment and is extremely user friendly, empowering our clients to confidently and efficiently manage copy on their Websites. Sabre Hospitality Solutions designed and developed this application in-house, and the application is used in multiple hospitality Websites.
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Our E-store solution includes a flexible, easy-to-use product catalog, pre-programmed shopping cart utility, secure checkouts, and automated order management and processing functionality.
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This article talked about Sabre Hospitality Solution which is the user-friendly e-marketing tool. The Sabre Hospitality Solution will push your internet marketing program to a higher level of performance through the following five essential elements. First, Sabre Hospitality Solutions developed a proprietary Content Management Tool (CMT) based on the needs of the clients. Second, Sabre Hospitality Solutions provides a full e-commerce solution that enables you to build and manage an E-store that generates significant incremental revenue. Third, behavioral targeting engine of Sabre Hospitality Solutions serves potential guests content based on how they are navigating through the Website; and profiles their keyword search that has led them to the Website. Fourth, flash map solution integrates standard interactive components for any set of floor plans. Fifth, Sabre Hospitality Solutions' Interactive Proposal Service (IPS) is a proprietary system that allows a property to respond to RFP's in a highly customized fashion. -
Sabre Hospitality Solutions has designed applications and products to push the e-marketing program to a higher level. It offers a wide range of e-marketing tools. Sabre Hospitality Solutions developed a proprietary CMT based on the needs of the clients. This friendly empowering the clients and is widely used in multiple hospitality websites. It also provides a full e-commerce solution that enables you to build and manage and e-store that generates significant incremental revenue. In addition, the behavioral targeting engine serves potential guests content and the flash map solution integrates standard interactive components for any set of floor plans. Finally, it is a interactive proposal service. This unique online presentation of your proposal will ensure your product stands apart form other competitors.
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GDS, OTA and Meta: What's the difference? | HotelMinder - 2 views
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GDS, OTA and Meta: What’s the difference?
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The article covers the topics discussed in this week's topics related to Global Distribution Systems (GDS) and Online Travel Agency (OTA). It goes in detail regarding the difference and benefits of each. The landscape of the traveling industry changed in the late 1900s with the introduction of the GDS from the airline industry. Although costly, hotels are able to provide unsold rooms at a cheaper rate in order to secure bookings. Similarly, OTAs have gained popularity with the rise of use and reliance of the internet. Most beneficial of a OTA is more visibility for the hotel, since they invest a significant amount of capital in advertising. Whether a hotel is deciding whether or not to invest in a GDS or OTA, it is important to do a cost benefit analysis in order to determine which may be more beneficial to the property.
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how can they help your hotel gain more online visibility and sell more rooms?
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Hotels usually sell their rooms for 30% cheaper on GDS
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GDS is a rather costly selling channel that mainly allows the sale of rooms in larger quantities to bigger companies (for corporate guests) or travel agencies (leisure travellers). Thus, small independent hotels usually do not need GDS.
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With the rise of the internet, many websites began selling rooms without the need for human interaction. These sites very quickly gained important market share,
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Metasearch engines are becoming important in the travel industry
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We do encourage hotels to use OTA to be more visible online
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OTA’s invest a lot in online marketing
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Rather than trying to compete with them, it would be better to see them as another selling distribution channel instead.
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many different accommodation options at one glance
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developed metasearch engine tools.
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With travellers using the internet more than ever to search and book hotels
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Increasing your online hotel visibility can be done in many ways.
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hey usually do many different searches and visit several websites.
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GDS: Global Distribution Systems
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OTAs: Online Travel Agencies
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GDS stands for “Global Distribution System”
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Travel agencies use GDS to get real-time availability, and preferred rates on flight tickets, hotel rooms and car rentals all over the world as it allows them to be very reactive when asked for a quote.
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OTA stands for "Online Travel Agency"
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They were first created by airline companies during the 1950’s to broaden hotel and car rental businesses by enabling automated transactions between travel service providers and travel agencies (traditional and online).
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The three biggest GDS systems are: Amadeus, Sabre and Galileo (now owned by Travelport)
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real-time availability
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Central Reservation Services (CRS), such as Sabre, allow hotels to sell their rooms to all GDS simultaneously. However, it is up to the hotel whether to connect with only one or two GDS directly, without the need for a CRS. The good news is that some channel managers are also able to connect with GDS systems.
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The most popular example is Booking.com, although Expedia (for corporate guests) and Hostelworld (for more economical accommodation options) are also well-known.
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Your hotel can usually be listed on an OTA free of charge by adding your hotel photos, descriptions, rooms, rates, etc. You can then choose how many rooms you’d like to sell through the OTA. The availability you’d like to sell as well as the room rate is your decision, and although appearing on the OTA is free, you will have to pay a commission of approximately 15% to 20% every time you get a booking.
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Through this system OTA, the middleman, will always take a form of commission.
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Although they produce rather time-consuming work as you need to log into each of their extranets to update daily availability and rates, you can very easily connect an OTA to a channel manager to automate, or at least greatly facilitate these tasks.
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They were created shortly after OTAs and display the current rates of many different hotels in a given destination.
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Today, OTA’s are a must, and although metasearch engines are slightly more technical to manage, they can also be an attractive selling channel to consider.
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For small independent hotels, GDS is usually too costly to be considered.
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This article introduces GDS, OTA and Meta in a short space. GDS stands for Global Distribution System, GDS is a rather costly selling channel that mainly allows the sale of rooms in larger quantities to bigger companies. Small independent hotels usually do not need GDS. OTA stands for Online Travel Agency. meta stands for Metasearch Engines. For small hotels, the cost of GDS is high and it is generally difficult to adopt. OTA and meta are two methods worth considering.
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2016 Digital Marketing Trends to Implement into Your Hotel Marketing Strategy - E-Marke... - 0 views
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The success of your search engine optimization efforts is heavily dependent on your hotel’s activity on social media. Google tends to favor social media accounts that frequently post and interact on different channels.
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In 2016, we can expect more hotels using social media advertising to receive more engagement and interaction. Therefore, be sure your hotel is allotting a marketing budget for social media advertising.
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It is important that in 2016 more than ever before, your hotel integrates a mobile strategy which must include a responsive website and a mobile compatible booking engine.
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Videos again will continue to dominate in 2016 especially YouTube
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This article talks about some of the key digital marketing trends that hotels should implement in order to stay relevant. OTAs continue to dominate the market offering competitive pricing. Hotels need to ensure rate parity is in play and that they are setting themselves apart from the OTAs. Social search optimization and social media marketing are becoming more important in today's society. Hotels need to ensure their posts are social search optimized in order to have better placement in Google searches. They can also choose to advertise through social media platforms. This article also states that mobile optimization is more than just a trend. Travelers are increasingly using their mobile devices to play trips including booking hotels. Hotels need to make sure their websites are optimized so guests can easily make reservations. This article also recommends that hotels feature special offers for those guests who book using a mobile device. This is key for setting themselves apart from OTAs. Video marketing is the final trend discussed in this article. Creating videos is a great way to stay relevant and also connect with guests. Having videos on your website also helps your social search optimization because guests will typically spend more time on the site, which ultimately improves your ratings. -
In 2016, hospitality marketing MUST include e-marketing in order to stay relevant. E-marketing methods should take into account social media marketing, as well as mobile compatibility and videography to increase traffic to your sites.
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Emerging distribution channels add variety - 1 views
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By focusing on new methods of selling and engaging consumers or creating demand for hotels, several of these new channels are creating interesting segmentation opportunities.
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These evolving channels can be categorized into three major types: new search models, mobile/last-minute models and new discount channels, dissecting the broader impact of social media when it comes to online bookings
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Roomkey.com, which is similar to the TravelWeb portal of the past, represents the attempt of the brands to launch their own version of an OTA. While suppliers remain optimistic about Roomkey.com, it has yet to really catch the eye of consumers and still needs considerable improvements before it starts to offer a viable alternative in the eyes of the consumer.
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A variety of interesting newer selling models including tingo.com, backid.com, guestmob.com and hallst.com, can be categorized in a consumer discount group
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Over the last few years, social media has emerged as a new “channel,” impacting guest satisfaction, OTA channel conversations, brand evaluations and revenue.
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Now with the emerging social-media channels, user-generated content effects not just brand perception but also revenues.
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This article discusses the development of new electronic distribution channels for hotel suppliers and consumers to use. There has recently been an emergence of new search engines such as roomkey.com and room77.com that offer a different booking experience than the more established Expedia.com or Orbitz. Roomkey.com is offering a search for high quality hotels with price transparency and links to direct booking on the hotels website. www.roomkey.com Room77 is interesting because it shows the rates of many other OTA websites, all the standards plus some less common sites. You can choose what OTA site you want to book from. The highlight is that room77.com offers floor plans of hotels where you can see the view from multiple rooms and even how far the closest elevator is. www.room77.com Another important emerging channel is mobile phone applications that are geared toward last minute travelers. These channels typically offer a limited inventory at up to a 30% discount. The discount group is yet another new development in distribution channels. Websites such as Tingo.com offer an automatic refund if the price drops after you book your reservation. www.tingo.com Social media also has to be considered. Online reviews can have a tremendous impact on future bookings and hotels have to take this into consideration. -
Great help for my Strategic Management Class! Thank you...I wish though, there would be more numbers...But thanks anyway
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Red Lion Hotels Partners with TravelClick to Create Hyper-Local Web and Mobile Platform... - 0 views
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TravelClick is renowned as an industry leader in designing and producing award-winning hotel websites.
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Red Lion Hotels will leverage TravelClick's website design services to showcase each individual property's local personality through its own unique hyper-local online storefront. The resulting online experience will fuse mobile, social media and interactive map technologies.
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"TravelClick is excited to partner with a hotel company that wants to differentiate itself as Red Lion is doing with this investment.
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This article is about how network works for the hotel. TravelClick is a leading provider that designs and produces websites for hotels. Each hotel can have its own unique hyper-local online storefront with information. The Red Lion Hotel is one of the cooperators with the TravelClick. TravelClick designed a special web and mobile platform for the hotel. The guests of the hotel can find the information such as where to have the best breakfast and where is the good place to go. The hotel will excite them to go out and enjoy and encounter. This can give the guests special experience and let them have much fun. The hotel aims to use this way to make a differentiation from other hotels. In my opinion, the competition of the hotels likes the battle, the hotel must differentiates itself from others and let the customers to remember it. The network can help the hotel a lot. It not only has the traditional function of making introduction and reservation, it also can be used for marketing. For instance, TravelClick will serve as Red Lion's agency of record in all matters impacting search engine optimization (SEO), pay-per-click (PPC) and display marketing. The resulting online experience will fuse mobile, social media and interactive map technologies. Make a good use of network can help the hotel manage itself well and attract more guests. -
This article is about how network works for the hotel. TravelClick is a leading provider that designs and produces websites for hotels. Each hotel can have its own unique hyper-local online storefront with information. The Red Lion Hotel is one of the cooperators with the TravelClick. TravelClick designed a special web and mobile platform for the hotel. The guests of the hotel can find the information such as where to have the best breakfast and where is the good place to go. The hotel will excite them to go out and enjoy and encounter. This can give the guests special experience and let them have much fun. The hotel aims to use this way to make a differentiation from other hotels. In my opinion, the competition of the hotels likes the battle, the hotel must differentiates itself from others and let the customers to remember it. The network can help the hotel a lot. It not only has the traditional function of making introduction and reservation, it also can be used for marketing. For instance, TravelClick will serve as Red Lion's agency of record in all matters impacting search engine optimization (SEO), pay-per-click (PPC) and display marketing. The resulting online experience will fuse mobile, social media and interactive map technologies. Make a good use of network can help the hotel manage itself well and attract more guests.
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I agree with you. Hotels need to differentiate themselves among competitiors in order to attract more business. This online experience made by TravelClick could work as a competitive advantage for some hotels that need to make their name known in new markets.
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Bing to launch event-planning feature - Telegraph - 1 views
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Microsoft's search engine Bing is to launch a new event-planning feature that will make it easier to organise nights out.This is a battle with google for the dominance of searching engine. And this is the first time in the history that a major searching engine launches a fully comprehensive events listing with all the details needed to ensure a fun night out.
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shared by mandi6123 on 29 Jan 15
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Why you need a travel agent - 0 views
: http://www.forbes.com/sites/larryolmsted/2012/01/20/why-you-need-a-travel-agent-part-1
Hospitality travel agent GDS Search engine
shared by mandi6123 on 29 Jan 15
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I thought this was fitting considering the discussion tropic this week. Until reading our discussion board article this week I truly had no idea so many people still use travel agents. With all the search engines such as expedia, kayak, Travelocity etc... Why would we need a travel agent? Well this article explains why. They are the experts and have access to things most people do not. They do something for the customer a search engine has been unable to replicate they can customize and give advice. I agree with this article that if you are taking a quick trip with no special add on expedia or kayak are the way to go. However; when you are looking for something special a travel agent can be an invaluable resource. One thing is they can tell you first hand their experiences with the same trip and they can get things such VIP tickets to the super bowl that you will not find on expedia. Travel agents are still relevant just not in the capacity they once were. Travel sites have made booking travel simple and fast; but when talking that special vacation where to water 5 star service a travel agent may be a good option to consider.
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shared by augu010 on 22 Jan 20
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Flight Booking Process: Structure, Steps, and Key Systems | AltexSoft - 0 views
www.altexsoft.com/...tructure-steps-and-key-systems
flight booking process structure steps systems Travel tech
shared by augu010 on 22 Jan 20
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An airline uses a software solution called Passenger Service System (PSS) comprised of a central reservation system (CRS), airline inventory system, and departure control system (DCS).
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It’s responsible for storing and managing all flight-related information, inventory, and ticketing.
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contains schedules, fares, reservations and ticket records. Its goal is to support bookings through different distribution channels. It stores a database of fare tariffs, rules and booking conditions, all considering different zones, classes, and inventory buckets.
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The GDS data from is then distributed among booking platforms and directly to travel agents who request it.
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All the systems mentioned above are connected via APIs or an EDIFACT protocol and distributed via GDSs. So, if an Online Travel Agency (OTA) wants to access flight information, it must connect to a GDS or third-party API for fares and schedules.
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Flight search
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Reservation management
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Passenger name record (PNR) is a personal code that contains a traveler’s information and itinerary.
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Ancillary services include an ability to reserve a particular seat, additional baggage, extra legroom, or in-flight meals.
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Being a member of a frequent-flyer or airline loyalty program, a passenger can use earned miles accumulated from each flight, or points for purchasing extra services from airlines.
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To receive a ticket with a PNR (sometimes called a booking confirmation number), a traveler must pay the fare.
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A payment gateway is a third-party service that not only processes all financial operations between customer and merchant, it also ensures data safety.
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As soon as the payment was processed by the payment gateway, the airline’s CRS can generate a booking confirmation number and issue an electronic version of a ticket.
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Based on a flight’s itinerary, airport baggage management systems like SITA’s BagManager or ARINC SmartBag generate code and issue a baggage tag with it each time luggage is checked-in through an airport agent or a self-service drop.
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Since there are no ticket agents anymore and you don’t need to call them to reserve a paper ticket, today’s flight booking pipeline is considered to be simpler than before. But still, a single booking requires a number of different operations, all bound to one another.
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This article goes into detail of the processes involved in flight booking and how GDS's play a role in this process. GDS's allow for airlines to disburse their flight information to various search engines which allows the consumer to have it at their hands in a matter of minutes. Booking is now made easy and GDS's have decreased the work load of hotels and airlines alike.
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The Benefits Of A Location Marketing Solution For Resorts And Hotels | Inquivix - 1 views
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A location-based digital marketing strategy utilizes the physical location data of potential customers to target them with online or offline messaging that is highly personalized. When it comes to the resort and hotel industry, the target audience is potential guests, those currently staying at your establishment, and even returning visitors.
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proximity
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The ads a potential customer will see on their social media platforms, while visiting a website, or even on their search engine results pages can be made more relevant based on their real-time location data.
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This means less time wasted on search engines or social media platforms looking for things, and more time spent actually enjoying them.
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As more potential guests nearby start visiting your website, learning about what your resort has to offer, and becoming impressed, you will naturally be able to increase more direct bookings at your resort.
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Geo-targeting is a method of determining the location of a user to deliver personalized messages on their smartphone application or push notifications based on their proximity to your business.
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Geo conquesting also creates a boundary, but instead of being around your hotel or resort, this boundary exists around your competitor or competitors.
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Apart from using search engines like Google, smartphone applications, and sms, you can use social media to display relevant advertisements to users. If you have convinced them to follow your social media page when they connected to your Wi-Fi, you can easily target these new guests and show them what else you are offering at your venue.
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Beacons are devices that use Bluetooth technology and are great for understanding guest behavior as they roam around your premises.
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For example, if your target market is travelers from South Korea, you need to know the online, social media, and smartphone usage behavior of this audience for your marketing efforts to be on point.
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This blog post delves into the world of location-based marketing, shedding light on its mechanisms and significance within the hospitality industry. It demystifies the workings of location-based marketing, where businesses use location data to target and engage potential customers. The post explores how accurate location information enables personalized offers and advertisements, enhancing customer experiences. Furthermore, it emphasizes the importance of location-based marketing to the hospitality sector, as it empowers hotels, restaurants, and travel services to reach the right audience at the right time. By leveraging location data intelligently, the hospitality industry can create compelling marketing campaigns, foster customer loyalty, and ultimately boost revenue and customer satisfaction.
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The OTA Billboard Effect or the Lazy Man's Approach to Hotel Distribution - 0 views
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HeBS digital Blog Archive for the ‘Online Travel Agencies (OTAs)’ Category The OTA Billboard Effect or the Lazy Man’s Approach to Hotel DistributionMonday, August 1st, 2011 The following article is Max Starkov’s latest contribution to the “Successful eMarketing” blog on HOTELS magazine’s website The existence of the so-called billboard effect is not a new marketing phenomenon. It has existed long before the online channel became a reality. As confirmed by many studies, any marketing exposure by a hotel produces a billboard effect: when you launch a banner advertising campaign; when you purchase a full-page ad in the New York Times travel section; when you launch a paid search campaign on Google, etc. The OTA Billboard Effect Lately Expedia reps have been aggressively using a new Cornell Hospitality Report, namely “Search, OTAs and Online Booking: An Expanded Analysis of the Billboard Effect” to convince hoteliers that they should use Expedia in order to generate more bookings from the hotel’s own website due to the so-called “Billboard Effect.” The Cornell Report, based on data from Expedia and InterContinental Hotel Group (IHG) from 2008-2010, is a continuation of a previous report on the subject, heavily supported by Expedia. The report’s analysis determined that when an IHG property was listed on the first results page of Expedia, this created an increase of between 7.5% and 14.1% in bookings for the same property on IHG’s own brand website. In other words, this is a confirmation for Expedia’s billboard effect, which hoteliers should take into consideration when griping against the 25% plus merchant OTA commission. When these “billboard effect bookings” are taken into consideration, Expedia’s commission “would effectively be reduced to single digits,” states the Cornell Report. Hoteliers, rejoice! We have found the perfect recipe for success: we do nothing as far as marketing the property website is concerned. Instead, we plaster Expedia with our sales promotions and wait for the travel consumers to come to our own website and book. As discussed, the billboard effect is not strictly an OTA territory. In my view, the Cornell Hospitality Report is a one-sided research project, very proactively supported by Expedia, similar to the first report on the billboard effect published in 2009. Cornell, the finest hospitality institution in the U.S., should know better than to come up with this half-baked “scientific” research, which does not account for the complexities of hotel distribution as well as the “digital information cloud” we all live in and the resulting marketing and distribution channel convergence which directly affects the purchasing habits of today’s hyper-interactive travel consumers. This report makes conclusions that do not take into account, among many other things, the following: Complex Travel Planning Patterns in Hospitality Many surveys show that people are shopping around on a number of hotel and travel websites before narrowing down their search. Typically in hospitality, these sites include a hotel search on a search engine e.g. Google (65% market share), an OTA website, TripAdvisor, the hotel’s own website, etc. Therefore jumping from an OTA website to a hotel branded website and vice versa is at least partially due to particular travel research patterns unique to the users and not due to the so-called billboard effect: Step 1: “I always search on Google first where I identify a property I like” Step 2: “I go to Expedia and see what the rate for this property is” Step 3: “I visit TripAdvisor to read my peer reviews for this hotel” Step 4: “I visit the hotel website and book if I like the location, rate and what I have read and seen about this hotel”
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Hotels are clearly focusing on marketing as a major source of revenue in this day and age. HEBS Digital (Hospitality eBusiness Strategies) is an online blog and eMarketing refuge for those in the hospitality industry. With statistics and research to support the growing advertising claims, they give light to major opportunities in marketing on the internet.
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shared by sherylehlers on 13 Jun 23
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12 Ideas for Your Hotel's Social Media Marketing Strategy in 2023 - 1 views
www.cloudbeds.com/...tel-marketing-and-social-media
social social media social media marketing media marketing technology hospitality hotel
shared by sherylehlers on 13 Jun 23
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social media is one of the most crucial tools in any hotel’s marketing strategy for promotion and advertisement. Social networks can give your property exposure like never before to help increase brand awareness and drive more direct bookings.
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promote your hotel as an experience,
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Social media marketing requires consistent posting, testing, and optimization across various social media channels to attract new customers and build brand awareness.
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Engagement.
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Brand awareness.
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Analytics
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Acquisition.
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Content marketing
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Customer service
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TikTok
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Facebook
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YouTube
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Instagram
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find an influencer that aligns with your hotel’s brand and voice
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Snapchat.
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key to standing out is to develop your brand’s voice and consistently share your values to attract like-minded travelers to your property
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5 most popular social channels in 2023
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you must emphasize features that make your hotel stand out, including your unique design, beautiful surroundings, local food specialties, and nearby attractions worth sharing.
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launch a marketing campaign that offers exclusive loyalty discounts. This approach shows both past and potential guests that you value their loyalty and are willing to recognize them with rewards.
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launching contests on various platforms, you engage with a larger portion of your customer base and accumulate more followers.
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To maintain active engagement and foster new bookings, you need to make sure you:
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Regularly share updates
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Answer prospect inquiries in a timely manner Add new, high-quality images and videos Showcase your property’s best features Promote a unique guest experience
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tools like Hootsuite or Sprout Social to help manage your accounts by allowing you to schedule future posts in bulk and view and manage all your social media platforms from one dashboard
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Influencers are usually content creators or bloggers who are viewed by their followers as brand ambassadors and people who share authentic experiences.
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Once you’ve found your brand’s voice, your visual content, videos, descriptions, and interactions with travelers must be consistent with your brand culture and follow brand guidelines where possible
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By strategically adding popular hashtags to your content, you make your social media posts more searchable and easier for potential guests to find
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digital marketing tool you can use is paid social media campaigns
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Facebook ads are probably the most popular way to target your audience, and from the Facebook Ads Manager platform, you can also create ad posts for Instagram.
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a “call to action” button that links directly to your booking engine so visitors browsing your social media page can get to your booking engine in one click.
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Love it or hate it, TikTok is the social platform taking over the world of social media marketing. Increasingly travelers are using TikTok to research and plan their upcoming trips, especially Gen Z’s and millennials, who make up 80% of platform users (between 16-34 years old).
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To increase your online presence and rank higher in search engine results, 2023 is when hoteliers need to prioritize short-form video content as part of their marketing plan.
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Highlight activities or local places to visit, like restaurants or cafes, in exchange for a repost on their social platforms.
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Social media marketing is impacting the hospitality industry and if you don't already have a strategy you need to start one. You can do this by reviewing your goals which might include increasing engagement, brand awareness, analytics, acquisition, content marketing or customer service. Next you will want to pick a social channel to implement your strategy on and be creative with it. Whatever you decide strategy wise start small and build on it to reach new customers and build loyal ones.
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Hotel Internet Marketing by Vizergy - 0 views
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Cornell Hospitality Research reports more than 80% of travelers do at least one travel related search when planning. But the most beautiful hotel website design is essentially useless if it cannot be found. Professional, recurring SEO is a key component of hotel Internet marketing and allows you to rank prominently on Google and Bing.
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Pay-per-click (PPC) advertising
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display remarketing
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Establish strong relationships with your past and future guests, build loyalty and offer specials with do-it-yourself or full-service email marketing. HTML designs match your brand and link to social media, while the content engages recipients.
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Be found across the Web's largest local search network.
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A strong social media presence is vital to your property and should be integrated into your overall hotel Internet marketing. Travel shoppers connect with one another, but also connect with properties via social media. Properly setting up and managing Facebook, Twitter, YouTube, etc. is key.
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Hotel internet marketing leader, Vizergy introduces us 6 methods of emarketing for hospitality industry. They are: SEO (search engine optimization); PPC (pay-per-click advertising); Display Remarketing; Email Marketing; Local; Social.
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Is Orbitz steering Mac users toward pricier hotels? - CNN.com - 0 views
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(CNN) -- Is Orbitz trying to get Mac users to book higher-priced hotels?
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"What we have found is ... that Mac users are 40% more likely to book four- or five-star hotels than PC users," Harford said. "That lines up with (the fact that) Mac users are typically more willing to spend more money on higher-end computers."
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The equipment we use in technology such as out computer is not a determent of what prices we pay. Orbitz is showing mac users higher prices on hotels simply because they use a mac instead of a PC. The CEO states thats not a fact but facts prove that mac users are 40 % most likely to book a 4 or 5 star hotel. The engineers from Orbitz are experimenting with predicting what the consumer will search for and not giving mac users a higher price on hotel nights. Technology has now become a sterotype is how consumers are feeling by the futy posted in twitter. At the end of the day the consumer can search for different hotels prices and rooms no matter if a mac or pc user.
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Hotel Giants Work Together to Launch RoomKey.com, an Innovative New Hotel Search Engine... - 0 views
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Finding the right hotel is complex and, unlike booking a flight or reserving a car, it is a personal decision process - one which no one understands better than hoteliers. We believe Roomkey.com will provide consumers with an innovative resource that will give them unprecedented confidence in their booking decisions
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Six of the world's leading hotel companies, Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corporation, InterContinental Hotels Group, Marriott International Inc. and Wyndham Hotel Group, launched Roomkey.com, an innovative new online hotel search engine. It enables consumers to search and book directly with the hotel, and it gives consumers confidence that they have made the right choice by providing accurate hotel information straight from the source. The brain behind this project is John F. Davis III, Chief Executive Officer of Room Key, who is a highly experienced hospitality industry visionary with a history of entrepreneurial successes. The technology platform for RoomKey.com was acquired from hotelicopter, an innovative flexible hotel search and direct platform, which allows Room Key to evolve and enrich the user experience quickly. Additionally, hotelicopter's affiliate platform provides destination marketing organizations with a hotel marketing platform that helps drive more direct bookings to their local hotels, now under the Room Key Solutions brand. Shafiq Khan, Senior Vice President of eCommerce, Marriott International, said, "Room Key's new and unique offering will embody the best of what hotel company websites offer consumers, giving them confidence in their booking decisions - a personalized and welcoming experience that offers flexibility, accuracy, and benefits of booking with the hotel companies' proprietary sites." Now is time for consumers to use new "Rom Key"and make their way to hotel rooms around the world.
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E-Commerce for the Hospitality Industry | News | The Moscow Times - 0 views
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The hospitality industry has always been among the first to capitalize on new technologies. Costumers are constantly seeking new sources of information to help them make decisions before purchasing services.
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E-business is taking over one business segment at a time. In the last few years, hospitality and e-business have been going hand and hand. Hospitality is always trying to stay on top of trends and even more with e-business. E-business does not seem to be slowing down but only getting bigger with our industry. Most of our hotel and restaurant reservations are all via Internet. As well, most people search to find the perfect place to travel and book a hotel by using the Internets search engine. Hotels need to find the right channels on the Interest that our guests are using in order to get the most out of our e-business world.
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Increase Hotel Bookings With These PPC Strategies | Hotel Marketing - 0 views
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PPC is a way to quickly get your marketing message in front of the people who are likely to have an interest in your offers.
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Some keywords are tough to rank for, even with the most rigorous SEO program. An example would be if your city holds an annual event. It would be great to gain bookings from people who search for information on the event. But gaining quality placements in the organic search results for event-related phrases may not be feasible as a quality Search Engine Optimization program can take time. That’s when bidding and gaining exposure through PPC advertising on event related phrases could be done for a short amount of time proceeding and during the event.
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Promote last minute bookings with a sense of urgency (book for tonight for only $79).
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With a remarketing campaign you can target people who have reserved a room through your website, contacted you through your website, visited your website or visited similar websites.
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Sometimes the organic competition is strong. We find this to be the case for hotels, even in small markets. If you are just starting an SEO program for your website, odds are it will take some time to start seeing traction with the search engines. But with PPC, even the smallest hotels are on the same playing field as the largest chain hotels.
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Great ideas on when to use PPC marketing campaigns for hoteliers. The thoughts are valuable even though it's written by a marketing company who are trying to sell the service.