Green exam


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Green exam

  1. 1. G REEN E XAMKnowledge ExpertiseSEO •SEM •IQ Digital •Direct Booking •SoLoMo •Case studyDionisio Andreia24/01/2012
  2. 2. 24/01/2012 Green Exam Knowledge Expertise - EXCERCIE 1 -  OTA: It‘s a travel agency is aExpedia private retailer or public service that provides tourism related services to the public on behalf of suppliers such as airlines, cars rentals, cruise lines, hotels, railways, and package tours. In addition to dealing with ordinary tourists most travel agencies have a separate departement devoted to making travel arrangements for business travelers and some travel agencies specialize in commercial and business travel only. There are also travel agencies that serve as general sales agents for foreign travel companies, allowing them to have offices in countries other than where their head quarters are located. Most consumers are aware of the benefits that online travel agencies, OTAs, provide in assisting them in making their travel arrangements. The values of OTA is : empower consumers in researching travel destinations ; provide increased inventory and choices, transparency and comparison shopping between flights, hotels, other amenities; offer lower prices and travel specials; provide consumer reviews and other intel on destinations and hotels; and give consumers the ability to Blink booking quickly and easily make travel arrangements. Examples: Expedia, Voyages-sncf, Travel city, Orbitz, lastminutes, Priceline, Webjet, etc.  Last Moment Booking Apps : Consumer use a mobile device to book a hotel room within 24 hours, and the various reasons for doing so. Many last- minute holiday bookings are made late at night. The most commonly cited reason (selected by 50% of these respondents) was necessity; they had consumed one or two drinks too many and elected to spend the night in a hotel. 1
  3. 3. 24/01/2012 With shifting consumer expectations due to the proliferation of last-minute booking apps, hotelsHotel to nihgt must consider the implications of offering rooms via the last-minute mobile channel. The promise of reducing empty rooms via last-minute bookings is nothing new – last minute travel has always been big in Europe, where the close proximity of dozens of relatively inexpensive destinations encouraged many consumers to care less about advance planning in favor of a lower priced getaway. The consumer will book hotels last-minute when the deals are there for hotels they want, and when the inventory tightens up, they will shift back to advance bookings to lock in the hotel they want. And for the price conscious consumer, there will be dozens of tools across channels to help them secure the best price for their travel dollar. Example : Last-minute, Blink Booking, Hotel to night, Expedia.  SEO : It‘s the process of affecting the visibility of a website or a web page in a search engines "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engines users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn‘t involved, as it is with paid search ads.  SEM : It is the process of gaining traffic from or visibility on search engines. The phrase is also sometimes shortened to ―search marketing.‖ SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (Using tools like Google Adwords or Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local 2
  4. 4. 24/01/2012 providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices. SEM is an umbrella term that covers two broad areas: Gaining traffic through free SEO efforts and Gaining traffic through paid search advertising. In some contexts, the term SEM is used exclusively to mean pay per click advertising, particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition. Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and search retargeting. Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company‘s products and/or services are valuable. Some of the latest theoretical advances include search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and pay per click SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor. Interactive Campaigns: Many companies decide of outside the box and creating innovative campaigns that engage fans and actually work. These companies harnessed the power of social media and took it out into the real world, with brilliant results.Example : Friskies Plus Playhouse isa playground for rescue cats createdby Facebook fans, which is filmed andstreamed onto Facebook. Fans of theFriskies Facebook page can controlthe cats‘ toys in real time and see thecats‘ reactions. It‘s a cute idea thatrequires participation andengagement while maintaining thebrand‘s presence at all times.KLM have done some pretty coolsocial media campaigns over the pastfew years, and this one is a greatexample of how big brands can relate to consumers on a human level by meetingthem in person and giving them a small gift! KLM found passengers who hadmade it clear online that they were flying KLM- cue a quick brainstorm over what 3
  5. 5. 24/01/2012gift would suit this person based on their social media profiles, and a dash to findthem in the airport before they boarded their flights. Hyundai created anengaging large scale iPhone Controlled Racing Game in Times Square, which, asthe video shows, garnered a lot of attention from passers-by. The draw was aracing car game, projected on the huge screen, wirelessly controlled via iPhone. Itlooked like a whole lot of fun and was a well timed event, happening in earlyDecember, when many people would have been out doing their Christmasshopping.Orange, the mobile network provider did something pretty innovative by gettingattendees at the Roxy Pro 2011 surf event to sign up with their Facebook account,and that data then transferred onto a bracelet that contained RFID technology.This meant that people could check in their location, tag and take photos whichwould upload to their profiles. By doing this they were also in with a chance towin daily prizes. It‘s a great example of how a company can make an event bettershared and publicised by enabling easier Facebook engagement. - WHAT TYPES OF BOOKING IS ROOM KEY ? It‘s an Hotel Booking application. Founded by a group of leading hotel companies, Room Key‘s mission is simple: offer travelers direct access to a broad network of hotels around the globe, provide accurate and comprehensive information, make it easy for travelers to discover what‘s right for them. Room Key‘s experienced hospitality management team has partnered with great hotel brands to provide this one-of-a-kind search and booking experience. The motivation for hotel companies isto drive bookings to a less-expensive direct channel rather than costlier OTAs likeExpedia, Travelocity and Priceline. bookings also give consumers thechance to earn loyalty points and allow hotels to handle guests and any customer-service issues from the moment they book.A recent report from TravelClick showed bookings grew 6.1% lastquarter (to 25% of all transient booked rooms), while OTAs accounted for 12%.Preliminary data from a distribution channel analysis by STR and the AH&LAlast year found the OTA portion to be at 10% in 2010. Though, Adam Saks, themanaging director of Tourism Economics, extrapolated from the study that OTAbookings cost the hotel industry $2.5 billion. 4
  6. 6. 24/01/2012Like with many third-party distributors, Room Key charges hotels commissionsfor the reservations the site delivers. The fees are negotiable based on variousfactors, including the size of the hotels or chain.Most of the partners have an opt-out arrangement for their owners, who areautomatically enrolled in Room Key. Best Western, with its unique membershipmodel, is the opposite with an opt-in approach. Room Key is just anotherstorefront, another distribution channel. - 5
  7. 7. 24/01/2012 - EXCERCIE 2 -Digital IQ is an assessment of how well companies understand the value oftechnology and weave it into the fabric of their organization. Growing your DigitalIQ entails more than merely adopting the latest tools or having a large ITbudget—it is about integrating technology into the way a company plans,innovates, measures results, interacts with customers, and ultimately createsvalue.Despite the greatest economic crisis since the Depression, retailers saw revenuesfrom e-commerce increase in 2009, signaling a shift from bricks to clicks. By 2014U.S. online retail sales are forecasted to increase to $250 billion and the webinfluences 46 percent of offline purchases. In a new study, NYU Stern Professor ofMarketing Scott Galloway and a team of experts from L2, a think tank for digitalinnovation, evaluated and ranked 82 prestige specialty retail brands‘ Digital IQ.The study measures site and e-commerce strength, digital marketing and mobilecapabilities, social media savvy and search engine marketing and optimization.The results reveal a relationship between a firm‘s Digital IQ and its year-on-yearrevenue growth, suggesting digital competence may be a forward-looking indicatorfor sales.Four Seasons, Hilton and Marriott Top L2′s Second annual Digital IQ Index:Hotels. This study reveals that differentiated content on site and mobile bookingsdrive traffic and high margin revenue. The research demonstrates a clearrelationship between hotel brands‘ Digital IQ and shareholder value.The Digital IQ incluse : Web (2.0) and social media adoption is anemic given their power to drive traffic and sales. Less than half incorporate video on their sites, only 32 percent offer ratings and reviews, and only 23 percent offer online chat, all shown to boost sales and conversion; Social media acumen is the strongest predictor of high Digital IQ. While most brands maintain a presence on Facebook, YouTube and Twitter, the size of communities and robustness of social media programs varies greatly; The 17 percent of retailers that incorporate the Facebook ―like‖ button on their site demonstrate 80 percent higher average traffic growth. Incorporation of the ―like‖ button has grown 75 percent month-on-month; Mobile marketing : Only 25 percent of brands maintain mobile sites and 35 percent have Smartphone applications. Only six brands have tablet- specific applications; Flash sale brands including Gilt Groupe, Rue La La and Haute Look demonstrate the highest category three month traffic growth (38 percent); 6
  8. 8. 24/01/2012however, their sites and marketing lack differentiation resulting in anaverage category Digital IQ. 7
  9. 9. 24/01/2012 - EXCERCIE 3 -Customer Discover PathMost startups lack a process for discovering their markets, locating their firstcustomers, validating their assumptions, and growing their business. A fewsuccessful ones do all these things. The difference is that the ones that succeedinvent a Customer Development model. This post describes such a model.The Customer Development ModelCustomer Development is designed to solve the problems of the ProductDevelopment model I described in the four previous posts. Its strength is its rigorand flexibility. The Customer Development model delineates all the customer-related activities in the early stage of a company into their own processes andgroups them into four easy-to-understand steps: Customer Discovery, CustomerValidation, Customer Creation, and Company Building. These steps meshseamlessly and support a startup‘s ongoing product development activities. Eachstep results in specific deliverables.The Customer Development model is not a replacement for the ProductDevelopment model, but rather a companion to it. As its name shouldcommunicate, the Customer Development model focuses on developing customersfor the product or service your startup is building. THE CUSTOMER DEVELOPMENT MODEL 8
  10. 10. 24/01/2012Four StepsWhile startups are inherently chaotic (and will never be run from a spreadsheet orchecklist inside your building,) the Four Steps of Customer Development aredesigned to help entrepreneurs leverage the chaos and turn it into actionabledata; Customer Discovery focuses on testing hypotheses and understanding customer problems and needs – in front of customers – by the founders Customer Validation is where you develop a sales model that can be replicated and scaled Customer Creation is creating and driving end user demand to scale sales Company Building transitions the organization from one designed for learning and discovery to a well-oiled machine engineered for execution.Market TypeIntegral to the Customer Development model is the notion that Market Typechoices affect the way the company will deploy its sales, marketing and financialresources. Market Type changes how you evaluate customer needs, customeradoption rate, how the customer understands his needs and how you shouldposition the product to the customer, etc. As a result different market typesmodify what you do in in each step of Customer Development.Customer Development is IterativeLearning and discovery versus linear execution is a major difference between thismodel and the traditional product development model. While the productdevelopment model is linear in one direction, the customer development model is acircular track with recursive arrows.The circles and arrows highlight the fact thateach step in Customer Development is iterative. That‘s a polite way of saying,―Unlike product development, finding the right customers and market isunpredictable, and we will screw it up several times before we get it right.‖ (Onlyin business school case studies does progress with customers happen in a nicelinear fashion.) The nature of finding a market and customers guarantees thatyou will get it wrong several times.The Customer Development model assumes that it will take several iterations ofeach of the four steps until you get it right. It‘s worth pondering this point for amoment because this philosophy of ―It‘s OK to screw it up if you plan to learn fromit‖ is the heart of the methodology. 9
  11. 11. 24/01/2012The Facts Reside Outside Your BuildingCustomer Development starts by testing your hypotheses outside the building.Not in planning meetings, not in writing multiple pages of nicely formattedMarketing Requirements Documents, but by getting laughed at, ignored, thrownout and educated by potential customers as you listen to their needs and test thefundamental hypotheses of your business.Failure Is an OptionNotice that the circle labeled Customer Validation in the diagram has anadditional iterative loop going back to Customer Discovery. As you‘ll see later,Customer Validation is a key checkpoint in understanding whether you have aproduct that customers want to buy and a road map of how to sell it. If you can‘tfind enough paying customers in the Customer Validation step, the model returnsyou to Customer Discovery to rediscover what you failed to hear or understand thefirst time through the loop.Customer Development is Low Burn by DesignThe Customer Development process keeps a startup at a low cash burn rate untilthe company has validated its business model by finding paying customers. In thefirst two steps of Customer Development, even an infinite amount of cash isuseless because it can only obscure whether you have found a market. (Havingraised lots of money tempts you to give products away, steeply discount to buyearly business, etc., all while saying ―we‘ll make it up later.‖ It rarely happensthat way.) Since the Customer Development model assumes that most startupscycle through these first two steps at least twice, it allows a well-managedcompany to carefully estimate and frugally husband its cash. The company doesn‘tbuild its non-product development teams (sales, marketing, businessdevelopment) until it has proof in hand (a tested sales road map and validpurchase orders) that it has a business worth building. Once that proof isobtained, the company can go through the last two steps of Customer Creationand Company Building to capitalize on the opportunity it has found and validated.Customer Development is For Winners and WarriorsThe interesting thing about the Customer Development model is that the processrepresents the best practices of winning startups. Describe this model toentrepreneurs who have taken their companies all the way to a large profitablebusiness, and you‘ll get heads nodding in recognition. It‘s just that until now, noone has ever explicitly mapped their journey to success.Even more surprising, while the Customer Development model may sound like anew idea for entrepreneurs, it shares many features with a U.S. war fightingstrategy known as the ―OODA Loop‖ articulated by John Boyd and adopted by theU.S. armed forces in both Gulf Wars – and by others. 10
  12. 12. 24/01/2012Customer Engagement for the Morgan Hotel Group :The Customers have different egagement points : booking : through booking App, OTA, website, etc. Discovery : official website, Hotel and Group information, Tripadvisor comments, blog, forum, etc. Inspiration : Social Media, word of mouth, search (google, SEO), design of website, etc.Thus, the approach of the customer who wants to book a room will be: it will firstcompare the hotel with the competition and learn (forum, blog, social media, etc..),It will then go to the website the hotel will analyze it and look at the calendar, theevent in the hotel and around the hotel, and once made are opinions on the hotelreserve. For booking, good SEO is necessary not to lose a customer. As the pictureshows, the Morgan Hotel Group is well referenced. The customer can quickly findthe website and book directly. 11
  13. 13. 24/01/2012Excercie 4 - SOLOM OWhat does SoLoMo mean?In recent years an increasing shift in media habits can be observed. The massiveproliferation of smartphones has opened up new fields of marketing and greatsenormous potentials. Within these developments a new trend - called ―SoLoMo‖- isarising. Although there is no consistent definition to this trend, SoLoMorepresents a movement that meets the needs of users and integrates their dailyoffline life into the online world. It is a combination of social applications andcreating local content on mobile devices. The three basic pillars of SoLoMo ‗Social‘,‗Local‘ and ‗Mobile‘ offer a modern perspective of how to interact with customers.It means to offer users an added value by supporting his needs and wants tointeract and recommend with his community wherever he is at the moment. Social- in the sense of an online community. Similar to existing social networks like forexample Facebook, the recipients can interact and produce their own content,which they share with other customers wherever and whenever he is on hismobile phone. The new aspect and perspective for companies is the local 12
  14. 14. 24/01/2012component. To offer the customer an added value when he is close to a shop helpsto apply for a new target group and bound them to a brand: walk-in customersSo, SoLoMo emerged as a result of the growing popularity of smartphones, andprovides greater local precision to search engine results via geo-locationtechnology. The GPS technology integrated into these devices provides moreaccurate geo results than the "IP mapping" approach necessary for home or officePCs.Also, big search engines are recognizing that there is a large - and virtuallyuntapped - market in local search. Thats because there are a lot more "mom andpop" operations out there than firms with a national or international scope. Whensearch engines started incorporating more and more local results in search engineresults, they proved the size of the local market on the Internet.Finally, in order for search results to have accurate local results, they needaccurate information about local businesses. Good local search results just arentpossible unless what "local" actually means is made clear. This has proved to beproblematic for browser-based search requests. But as an increasing number ofsearches are being driven by apps, this problem has disappeared simply becausemost apps have a larger arsenal of tools that allow them to determine exactlywhere the user is. 13
  15. 15. 24/01/2012 14
  16. 16. 24/01/2012RequirementsThe technological development in the mobile sector is one basic requirement forthe rise of SoLoMo. Applications as Near Field Communication (NFC), QuickResponse Codes (QR-Codes) and Global Positioning System (GPS) are onlykeywords and an abstract of new possibilities. Particularly important for―SoLoMo‖ marketing are Local Based Services (LBS) that allow companies tocontact their local clients directly. This helps to reduce the amount of waste 15
  17. 17. 24/01/2012coverage in marketing. As well measurements are relieved as SoLoMo campaignscan directly be tracked and measured.ObjectivesSoLoMo marketing regulates the five main objectives. It offers a new possibilityof customer acquisition: to bound walk-in customers. Despite that companies caneasily increase their customer retention with price comparisons, companyinformation, recommendations, word of mouth and a direct communication withtheir customers. Through check-in functions more benefits can be given to theclient, that creates an added value for the use of the application. The benefitscan occur as couponing or discounts which also helps to strengthen the image of amodern, communicative company. Through applications short andimportantinformation of products or the company itself are easily shared with thecustomer. In the center of all SoLoMo activities lies finallysales as the lastobjective of SoLoMo.StrategiesStrategies of ―SoLoMo‖ focus on the interaction with the customer,to integrate them in activities and to create thereby an online and offlineexperience. Information and notification can be given about products or featuresto let customers learn and educate about the company and to create traffic instores. SoLoMo applications should help to build a relationship between companyand customer with a continuous contact and a rising community of people who liketo talk about the company and its products. Thiscommunity is one basic pillar ofSoLoMo. Therefore it is important to identify local influencers and to gain themfor oneself creatingaccess by being available whenever they prefer. In summary, itis essential to equip each channel and each application communicative, so that itcan result in a direct dialogue between companies and customers and transaction.From the set of strategies different tactics derived and displays in a large variety.Examples from experiences are the campaign ―Getaway Stockholm‖ by MINI, andas well the campaigns of Bing together with Jay-Z.Conclusion and PerspectiveRecent developments demonstrate that ―SoLoMo‖ marketing measures havea huge potential in a new field of interaction with your customer. SoLoMo willbecome even more important because of the smartphone and internet accessdevelopment. It can be conclude that SoLoMo will not be a temporarily movement 16
  18. 18. 24/01/2012– it will be a serious communication channel for companies. Therefore companiesshould not miss to build a relationship through SoLoMo with their customers now.This can only work if the client‘s needsare at the center. ―Commercial exploitationof SoLoMo potential will therefore only succeed if a clear benefit is offered to theuser.‖ The walk-in customers can be attracted and bounded to your store. Besidethat SoLoMo offers simple methods of campaign measurements in comparison totraditional marketing measures.The possibility to proclaim your opinion all the time demands the allover standingquestion if SoLoMo leads to ‗grassroots-Marketing‘ in the future. Everyone has thepossibility to share, communicate, interact, recommend and criticize. It offers awide range of possibilities and as well disadvantages for companies with severalaffordable objectives. 17
  19. 19. 24/01/2012 - EXCERCIE 5 -What is predictive Marketing ?Predictive analytics encompasses a variety of techniques from statistics,modelling, machine learning, and data mining that analyze current and historicalfacts to make predictions about future events.In business, predictive models exploit patterns found in historical andtransactional data to identify risks and opportunities. Models capturerelationships among many factors to allow assessment of risk or potentialassociated with a particular set of conditions, guiding decision making forcandidate transactions.What the difference is between ―predictive analytics‖ and ―predictive marketing‖?While predictive analytics can be applied to a wide range of fields and industries(e.g. supply chain, security intelligence, real estate, professional sports, sales andCRM, mar-ket-ing, insur-ance, etc.), pre-dic-tive marketing represents the directapplication of predictive analytics to the needs and chal-lenges of the marketer.As the leader in predictive marketing, Adobe seeks to empower digital marketerswith the ability to make intelligent, forward looking decisions throughautomation, visualization and user experience innovations coupled with powerfulpredictive models.Needs of Predictive Marketing: Identify the customers and prospects who are most likely to buy your product Attract new customers cost effectively Better target an audience through market segmentation Customize messaging to individual customers and prospects to increase response Retain a higher percentage of customers Accurately track and analyze the results of marketing programs, so you can measure ROI Successfully introduce new products Rapidly optimize your marketing programs 18
  20. 20. 24/01/2012The Benefits of Predictive MarketingPredictive marketing provides value to everyone from analysts to technologyexperts to web content managers in all industries. For the advertiser trying toidentify which variables are most predictive of increased CTR (click through rate),predictive marketing provides a solution. However, publishers can leverage pre-dictive marketing to forecast advertising inventory for future periods. The follow-ing table represents some examples of the types of challenges solved by predictivemarketing for different types of digital marketers:The Aberdeen Group recently published an article entitled Predictive Analyticsfor Sales and Marketing: Seeing Around Corners that outlines the significantbenefits that come to those organizations that apply data mining and statisticalmodeling to optimize marketing efforts. Predictive marketing drives as much as2X lift from marketing campaigns, 76% higher click-through rate, and 73% highersales lift. 19
  21. 21. 24/01/2012Predictive marketing represents the next phase of analytics and optimization fordigital marketers. We have completed our pregame warm up and we are nowready to enter the big leagues. Over the coming weeks I will take time to divedeeper into specific applications of predictive marketing and how digital mar-keters can leverage predictive marketing in their decision processes andworkflows.What is Google Hotel Finder, how is it related to hotel directbookings? Google Hotel Finder has been around for a while, but this week Google has started displaying Google Hotel results aggressively in SERPs (search engine result pages). Google Hotel Finder is designed to be a one-stop-shop for accommodation planning. It is designed to display relevant information from many hotels that fit your search criteria, and then give you reservation options. Similar to how Google scans other websites to find information to display, Google Hotel Finder gathers hotel information from a variety of places.How Google Hotel Finder Works :Google Hotel Finder is Google‘s attempt to dominate another search niche.Anything that can be searched, should be searched from Google, or so goes theirthinking. Thus, they developed Hotel Finder to be a dashboard from which to shopfor accommodations. Couple it with Google Flights , and you have a fully-fledgedtrip planner. Google makes money by selling promoted hotel placements to hotelsand OTAs. Google acts as a middleman between the guest and an OTA, or thehotel, adding yet another layer to the customer acquisition funnel. 20
  22. 22. 24/01/2012Hotel Price AdsOTAs bid for prominent placement in Hotel Finder using an exclusive servicecalled Google Hotel Price Ads, which is similar to Google Adwords. Hotel PriceAds is not available to the public. Instead, Google develops direct relationshipswith OTAs, large hotel chains, and prominent CRSs, giving them access to HotelPrice Ads so they can re-sell the service toindependent hotels. This means thatindependent hotels can‘t sell their roomsdirectly from Google Hotel Finder unlessthey purchase advertising services fromorganizations that have access to HotelPrice Ads.Hotel Website LinksIf the hotel has a website added to GoogleLocal, then Hotel Finder may provide alink to the website, allowing guests to bookdirectly from the hotel website. However,the link is hidden under a ‗more‘ drop-downbutton. It has no pricing information and isat the bottom of the list, discouragingclicks. In order for an independent hotel totake over the red booking button and sell rooms directly, the hotel must hire aservice to run Hotel Price Ads on their behalf, and win a bidding war between thecompeting OTAs.Why Should You ?Google incorporated Hotel Finder listings into standard search queries. Google‗seattle hotels‘ and you find a Hotel Finder search box at the top of the list. This isvaluable real estate in the SERP Google could be using to place more AdWordsads, but instead they‘re promoting Hotel Finder, demonstrating their dedication tothis ‗experiment‘. If people adopt Hotel Finder, then having a prominent listingwith many reviews will be important to stand out among the crowd for localqueries. The following OTAs and GDSs can be used to help you get the hotelrooms and rates listed on Hotel Finde 21