Social media platforms like Facebook allow hotels to engage potential customers and drive reservations through social commerce (f-commerce). Social Booker is a reservation platform specifically for hotels on Facebook that helps maximize sales, build brand loyalty, lower costs, improve service, and reach more customers through a hotel's friends and contacts. While OTAs can increase demand by exposing more people to a property, they can also negatively impact hotels by taking a commission from bookings and compromising rate integrity. Hotels need distribution channels that are cost-effective, generate the most bookings, protect prices, and target the right customers.

1. What commerce means
for hotels?
F-commerce is : - a new channel by which hotels can engage
potential customers and drive reservations = social media
distribution.
-tool for spreading news thanks to “Like” and
“Wall Post”; promoting the hotel (your hotel’s friends become
brand loyalist and they promote the hotel via Newsfeed)

2. Socia lBooker is a social media reservation platform for hotels
specifically on Facebook.
Via Social Booker the hotel can:
• maximize sales,
• build legacy,
• lower distribution cost,
• deliver improved customer service,
• receive feedback,
• stay in touch with potential customers,
• reach a bigger percentage of clients: friends,
corporate clients, working group, conference
organizers.

3. OTA increase demand share => good or bad for hotels?
+ Good because for instance checking a property listed on the first results
page of Expedia can create an increase in bookings for the same
property on the brand website. (People are “shopping around” on a number
of hotel and travel websites before narrowing their search: jumping from an OTA
website to a hotel branded website and vice versa.)
Hoteliers need to focus on distribution channels that :
• Are cost-effective
• Generate the most bookings
• Protect rate parity and price integrity
• Reach the targeted customer segments

4. OTA increase demand share => good or bad for hotels?
- Bad: As a result of this market share gain by
the OTAs, revenue is leaking from hotels to
the OTAs in the form of commission.