Green Final Exam Cecilia FILIPPI - MBA 2B

OTAs

• OTA stands for « Online Travel Agency ». It is actually all websites providing you the opportunity to book your hotel room for instance with your flight through the internet, giving you much detailed information at the same time. Many travel agencies have developed this form of internet presence.

• Examples of OTAs: Expedia, Hotels.com, Booking.com, Lastminute.com, Govoyages…

DIRECT BOOKINGS

• It can be defined as the moment when a passenger purchases a trip with a supplier, especially a cruise line, without the involvement of a travel agent for instance.

• In a word, it involves purchasing directly from a supplier without using a travel agent.

• For example: when you choose to book directly from a hotel official website, you use direct booking.

LAST MOMENT BOOKING APPS

• Last moment booking apps are all the mobile (smartphone) applications which gave customers the opportunity to book a hotel at the very last moment for the same day and possibly get some discounts using these apps.

• Kayak, Priceline, Orbitz, Travelocity, Expedia, Hotel Tonight, Very Last Room all offer this oppotunity.

INTERACTIVE CAMPAIGNS

• Implementing an interactive campaign involves giving the comsumer an active role in this campaign’s implementation, beyond just tweeting or liking your facebook status… It makes your social media campaign stand out and have much more impact on the consumers as they are getting more involved.

• For example: McDonald’s Pick’ n’ Play Billboard using SoLoMo.

SEO• SEO stands for Search Engine Optimization.• It can be defined as the strategies or tactics used

to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine such as Google, Yahoo, Bing…

• For instance, if you want our hotel to appear among the first search results, you can add some key words with which your hotel website is going to appear in the first results and, therefore, improve your hotel website visibility.

ROOMKEY

• Roomkey is a booking platform founded by six hotels groups: Choice Hotels International, Hilton Worldwide, Hyatt, IHG, Marriott and Wyndham Hotel Group.

• The website shows the BAR of the hotel with the TripAdvisor ranking and reviews. There is no direct link to the hotel website or booking website.

• No extra fees, no penalties to any change or cancellation.

• You can have hotel rewards points• Guests are booking directly on the hotel

website and do not have to register on Roomkey.com.

• This is a « coopetition » between all these hotels’ groups (competitors who collaborate).