This document outlines a survey being conducted to evaluate the potential benefits of semantic annotations and linked open data for hotel websites. The survey will question hoteliers on their views and practices regarding online bookings, search engine optimization, and willingness to pay for semantic annotations and integration of linked open data that could enhance user experience and visibility. Hotel keepers in Germany and Italy will be surveyed online from March 24 to April 7, with results to be analyzed in April and May. The goal is to understand industry perspectives on exploiting semantic technologies to increase customer satisfaction, conversion rates, and return on advertising investments.

1. Linked Open Hotel
supervised by
Dr. Anna Fensel, Ioannis
Stavrakantonakis
presented by Laimer Daniel
06.03.2013

2. Methodology
06.03.2013

3. Research questions
• What do hoteliers believe about the
exploitation of semantic annotations in their
websites?
• Are hoteliers willing to pay an extra overhead
in order to have their websites and offers
semantically annotated?
• Which parts of linked open data could be
beneficiary for a holiday destination to
integrate in their offers or online presence?
06.03.2013

4. Hypotheses
• The semantic annotations are very important
for the visibility of the hotels in the new era of
search engines.
• Linked open data could enhance the user
experience in the hotel websites by giving
more information to the customers about the
location of the hotel and any Points of Interest
in the area.
• The hotel keeper can increment the visibility
and conversation rate of vacation offers.
06.03.2013

5. Evaluation – Hotel keeper survey
• Basic population
– Internet consulting GmbH (over 700
accommodations, Hotel portals like suedtirol.com)
– Hotel association (more then 5000 members,
hgv.it)
• Questions in german/italian
• Group by star rating
• Multiple-choice questions, open-ended,
yes/no
06.03.2013

6. Evaluation – Hotel keeper survey
1. How many per cent of your bookings are
online bookings? [0-80%]
2. In which channels do you invest most of your
ad budget? (hotel portals, mobile media,
hotel website, search engine advertising, ...)
3. What is your star rating? [0-5]
06.03.2013

7. Evaluation – Hotel keeper survey
4. Do you think semantic annotations can help to
increase your customer satisfaction? [Yes/ No]
5. Would you pay for an annotation of your
website and your offers? Explain at the
beginning what do we mean by “annotations”
[Yes/No]
6. Do you invest extra money into Search Engine
Optimization for your website? Yes/No
06.03.2013

8. Evaluation – Hotel keeper survey
7. Out of an annotation search engines produce
Rich Snippets. Do you think that these
supplement information have an effect on
the conversation rate of your website?
06.03.2013

9. Evaluation – Hotel keeper survey
8. Would you pay for an annotation of your website and
your offers? [Yes /No]
9. Do you think the hotel ads program could have positive
effects on your conversation rate?
06.03.2013

10. Evaluation – Hotel keeper survey
10. What do you believe would be the effect of
integrating LOD-data on your site?
06.03.2013

11. time schedule
• Render more precisely the questions and
integrate/test them online
– Until 20. march 2013
• Run the survey
– 24. march 2013 – 07. april 2013
• Analysis of the result
– April 2013 and parts of may
06.03.2013

12. Input?
Questions?