Demystifying Distribution 2.0

Managing Your Online Presence . . . . . . . . . . . . . .100 Overview of major issues . . . . . . . . . . . . . . . .100 –branded websites, individual hotels within a chain Building the website . . . . . . . . . . . . . . . . . . . .102 –navigation, content management, consumer security, booking engines Online marketing . . . . . . . . . . . . . . . . . . . . . . .108 –SEM, SEO, email, online advertising, social media, local search HOT TOPIC—Tips for email marketing . . . . . . . . . . .115 HOT TOPIC—Behavioral targeting . . . . . . . . . . . . . .117 Metrics—measuring website effectiveness . .124 –online marketing evaluation, website analytics Revenue Management . . . . . . . . . . . . . . . . . . . . . . .127 HOT TOPIC—The bottom line for managing prices . . . . . . . . . . . . . . . . . . . . . . . . . . . .130 Crafting a Distribution Strategy . . . . . . . . . . . . . . .131 Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .131 HOT TOPIC—Forget corporate, leisure and group-who is the customer? . . . . . . . . . . . . . . . . . . .132 Risk assessment . . . . . . . . . . . . . . . . . . . . . . .133 Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .134 Channel analysis . . . . . . . . . . . . . . . . . . . . . . .134 HOT TOPIC—Viewpoint of an independent resort . . . . . . . . . . . . . . . . . . . . . . . . . .135 Online marketing strategy-hotel website . . . .137 Online marketing strategy-all other feeder websites . . . . . . . . . . . . . . . . . . . . . . . .137 Recommendations to Hotel Executives and Owners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .136 Frequently Asked Questions (FAQs): Distribution Strategy and Management . . . . . . . .138 Frequently Asked Questions (FAQs): Internet Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . .140 Acknowledgments and Resources . . . . . . . . . . . .144 Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .146 Author’s Biography . . . . . . . . . . . . . . . . . . . . . . . . . .155 ASK THE EXPERTS Valyn Perini, Executive Director, OpenTravel Alliance . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Mike Kistner, COO and President, Reservations and Distribution Services, Pegasus . . . . . . . . . . . . .48 Dorothy Dowling, SVP Marketing and Sales, Best Western . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 Steve Fitzgerald, Head of Hotel, Car, Rail Distribution, Sabre Holdings . . . . . . . . . . . . . . . .75 Jean de Durfort, Head of Amadeus Hotel Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80 Brad King, Managing Director, Travel Advertising, Yahoo! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85 Tammy Peter, Vice President, Global Distribution Strategy, Wyndham Hotel Group . . . . . . . . . . . . . . . .99 Susan Thronson, Sr. Vice President, Global Marketing, Marriott International . . . . . . . . .103 Rob Torres, Managing Director Travel, Google . . .110 Pam Streeter, VP, Distribution and Marketing, Interstate Hotels and Resorts . . . . . . . . . . . . . . . . . .123 Henry Harteveldt, Managing Director Travel, Forrester Research . . . . . . . . . . . . . . . . . . . . . . . . . .128 Bill Carroll, Senior Lecturer, Cornell University School of Hotel Administration . . . . . . . . . . . . . . . .142 13 PUBLISHED BY THE HSMAI FOUNDATION

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