HTT 303 Lecture Notes - Lecture 9: Search Engine Optimization, Social Media Marketing, Affiliate Network

• School: Ryerson University
• Department: Hospitality/Tourism
• Course: HTT 303
• Professor: daniel guttentag

Document Summary

Htt303 week 9: the internet and travel distribution. 80s: eaasysabre (for consumer: pre-internet, through networks like prodigy, request/reply-type system. 1995: lonely planet: a travel guide book company focused on backpackers. Roughly half of all travel bookings currently online. About 40% of us travellers book exclusively online. Lack of trust (payments, etc. : minimal customer contact. Consumers can easily compare prices from various distribution channels. I(cid:374)ter(cid:373)ediaries so(cid:373)eti(cid:373)es (cid:272)heaper; hotels" (cid:862)(cid:271)est a(cid:448)aila(cid:271)le rate(cid:863) guara(cid:374)tees (with conditions) The rise of brand. com and a level playing field for big/small players. Advantages: minimal fees (zero, or small % if outsourced booking engine, no competitors, customer data. Disadvantages: develop and maintain site, online marketing to attract customers. Informative relevant content for different customer segments. Aesthetics, style nice and consistent with brand image. Search engine optimization: designing a website so that search engines (eg. Google) rank the site"s pages (cid:449)ell (cid:894)i(cid:374) orga(cid:374)i(cid:272) results(cid:895) (cid:449)he(cid:374) rele(cid:448)a(cid:374)t ke(cid:455)(cid:449)ords are sear(cid:272)hed: content relevance.