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eBusiness for Hoteliers - Panacea or Pain?
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Location: London |
 | Description: | The internet has radically changed how consumers shop for travel. This has had a dramatic impact on the way hoteliers market and sell hotel rooms to travel shoppers. Due to the rapidly changing online environment, some hoteliers struggle with how to extract more value out of their presence online while others have found success.
Over the course of five specific topics, Henry Harteveldt, Vice President and Principal Analyst at Forrester Research, will discuss the impact of the internet on travel shopping and how hotels can turn the internet channel from pain to panacea.
1. How to Motivate the Content-Sensitive Traveler
2. The Role of Visual Content in Travel Shopping
3. The Pillars of Success in Travel eBusiness
4. OTAs and TPIs – The Gateways to Purchase Consideration
5. What Hoteliers can learn from Online Retailers | | Event Date: | 14 December, 2009 | | Appearance By: |
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How to Leverage Content Online
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Location: London |
| Description: | Laurence Bernstein, Managing Director of The Bay Charles Consulting Company explains what online content is and how hoteliers can leverage user-generated content as well as their own content on social media sites and online travel agencies. In this episode, you will learn the importance of telling your hotel’s story to the travel shopper wherever they’re posting reviews and visual content and how to address and prevent negative reviews of your hotel online. | | Event Date: | 05 October, 2009 | | Appearance By: |
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Search Goes Visual
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Location: London |
| Description: | Internet users are gravitating toward video. Search engines like Google, Bing and Yahoo are developing features based on consumer behavior by incorporating visuals (photos and videos) in their search results. Hoteliers need to embrace video as a way to promote themselves online:
- Video is becoming more important to helping travel shoppers find your hotel online
- Video brings a level of stickiness to your website and listings and allows you to control the experience
- Video is an effective way to tell your story and talk specifically about your value proposition
In this episode, David Attardi explains how he effectively launched videos for B.F. Saul’s 18 hotel properties and his tips for producing and distributing video. | | Event Date: | 07 December, 2009 | | Appearance By: |
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Video: What Travel Shoppers Want
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Location: London |
 | Description: | People connect with video. When researching hotels online, travel shoppers want to see two types of videos: professionally shot and guest produced. They want to be enticed but they also need validation. In this episode with Tom O’Rourke of O’Rourke Hospitality Marketing, you will learn:
- The roles of professional and guest videos
- Tips for developing inspiring videos
- Why travel shoppers want to see video | | Event Date: | 22 February, 2010 | | Appearance By: |
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