This document defines and provides examples of several travel industry terms: OTA refers to online travel agencies that allow customers to book travel arrangements like flights and hotels online. Examples include Expedia, Hotels.com, and Booking.com. Direct bookings involve purchasing travel directly from suppliers like hotels or cruise lines without an agent. Last moment booking apps allow customers to book same-day hotel stays and potentially get discounts on apps like Hotel Tonight and Expedia. Interactive campaigns engage consumers beyond just social media posts through activities like McDonald's Pick 'n' Play billboards. SEO refers to search engine optimization strategies to increase website visitors by ranking higher in search results through keywords and other tactics.