DEFINITIONS • OTAmeans Online Travel Agency, are travel agencies where you book throughInternet.Ex: Expedia • Last Moment Booking AppsA mobile application in order to book a room at the very last time.Ex: Hotel room tonight, Travelocity, orbitz, booking.com • Direct Booking:is the way to book directly an hotel, travel and so one..ex : hotel website • Search engine marketing (SEM)is a form of internet marketing that involves the promotion of websites byincreasing their visibility in search engine results pages (SERPs) throughoptimization (both on-page and off-page) as well as through advertising(paid placements, contextual advertising, and paid inclusions).Depending on the context, SEM can be an umbrella term for variousmeans of marketing a website including search engine optimization (SEO),which adjusts or rewrites website content to achieve a higher ranking insearch engine results pages, or it may contrast with pay per click (PPC),focusing on only paid components.Ex : Google, firefox… • Customer engagement (CE)refers to the engagement of customers with one another, with a companyor a brand. The initiative for engagement can be either consumer- or
company-led and the medium of engagement can be on or offline.Ex : Newsletters, blog… • Search engine optimization (SEO)The process of affecting the visibility of a website or a web page in asearch engines "natural" or un-paid ("organic"). In general, the earlier (orhigher ranked on the search results page), and more frequently a siteappears in the search results list, the more visitors it will receive from thesearch engines users.Ex: Google • Paid Search / CPC / PPC Listings Search engines also have paid search ads, sometimes referred to as“CPC” or “PPC” listings. Those acronyms come from the way advertisersare charged for these ads, on a Cost-Per-Click or Pay-Per-Click basis. Youpay, you get listed. When you stop paying, your listings goes away. Similarto newspapers, these ads typically appear alongside – but – separate fromthe editorial content. They are also not supposed to influence the editorialcoverage.Ex: google • Interactive advertisinguses online or offline interactive media to communicate with consumersand to promote products, brands, services, and public serviceannouncements, corporate or political groups.In the inaugural issue of the Journal of Interactive Advertising, editors Liand Leckenby (2000) defined interactive advertising as the "paid andunpaid presentation and promotion of products, services and ideas by anidentified sponsor through mediated means involving mutual actionbetween consumers and producers." This is most commonly performedthrough the internet; often through the use of an ad server that can delivera variety of interactive advertising units.
ROOM KEYFounded by a group of leading hotel companies, Room Key’s missionis simple: offer travelers direct access to a broad network of hotelsaround the globe, provide accurate and comprehensive information,make it easy for travelers to discover what’s right for them. RoomKey’s experienced hospitality management team has partnered withgreat hotel brands to provide this one-of-a-kind search and bookingexperience..