Hotel Online  Special Report


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What Impact Are Search Engines
Having on Hotel Distribution Online?
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April 2005 - In recent months, there has been increasing focus on the rise in popularity of comparison shopping online for hotel rooms, airline tickets and other travel products. Jupiter Research indicates that 44% of traveler buyers visit up to five sites, while another 15% check out even more before deciding where to spend their travel dollars. What’s more, 62% of leisure travelers routinely use search engines to assist their discovery and purchase efforts, according to research from Forrester. 

But what effect will this shift in buying behavior have on the ‘traditional’ online distribution model? As hotel companies finally get to grips with online distribution through intermediaries such as Expedia and Travelocity, a whole new set of comparison shopping engines are emerging who claim to be able to distribute the hotel product for less cost, while allowing hoteliers greater control over their yields and brand. 

Hotel companies and airlines are cautiously optimisitic about these new marketplaces, but fears over in increased commoditization and a further driving down of prices are leading most players to tread carefully. More information and understanding is needed, which is why EyeforTravel has developed a new event designed to critically evaluate the US search engine market and its impact on online travel marketing and distribution. 

Click here to find out more

Taking place on June 14-15 in Philadelphia, the Travel Search 2005 Conference and Expo comprises a two-day think tank dedicated to discussing the latest developments in search engine functionality, plus expert views on the pros and cons of travel-specific search.

More than 25 speakers from travel search experts such as SideStep, Kayak, Hyatt, Priceline, JetBlue, American Airlines, Yahoo, Cheapflights and Spirit Airlines will assess how to really get the most out of new developments in web search technology. Key issues to be covered at the event include:

  • Meta-search and travel-specific search sites: can they help hotels to remediate yield and regain control of their distribution and pricing?
  • The benefits – and pitfalls – of search as an online marketing and distribution channel for travel suppliers 
  • Understanding how travelers use search engines to research and buy travel online
  • Striking the right balance between paid and organic search. Measuring and maximizing ROI
  • Assessing the likely impact of travel search engines on the online travel marketplace
  • Travel search futures: Contextual commerce, user reviews and local search. How will these developments affect the way travel companies market and distribution their products on the Web?
Event Director, Simon Carkeek said, “This event represents a unique opportunity for all travel companies to get up-to-speed and fully focused on getting their products in front of online travel bookers before their competitors. It’s a surefire way of ensuring online distribution and marketing investments deliver the highest possible return.” 

For full agenda and speaker details, and to reserve your place, just visit the event website http://www.eyefortravel.com/search2005/3 or email simon@eyefortravel.com

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Contact:


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Simon Carkeek
simon@eyefortravel.com
Tel: +44 (0) 207 375 7579 or 
freephone 1 800 814 3459 within USA
Fax: +44 (0) 207 375 7576 or 
1 800 814 3460 within USA


 
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Hilton, Intercontinental, Starwood, Leading Hotels of the World, Aston Hotels and the Sol Group Corporation and Many More to Debate US Sales and Marketing Strategies / January 2005
Leading Hotel Chains and Intermediaries to Debate Sales, Marketing and Pricing Strategies / July 2004
Leading Hotel Chains and Online Intermediaries to Debate Revenue Management and Pricing Strategies / June 2004
Hilton, Kimpton, Sol Melia, Best Western, Hotwire, Priceline and WorldRes to Discuss Revenue Optimization Strategies in the Hospitality Sector / May 2004
Hospitality Heavyweights Debate Groundbreaking Sales and Marketing Strategies / January 2004
Best Western, Intercontinental, Cendant, Outrigger, Carlson Hospitality, Travelweb, Travelocity, Hotwire, Orbitz and WorldRes to debate Hospitality Distribution on the Web / July 2003


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