2003 HeBS Digital Articles

Building a Destination Web Strategy in Hospitality

Hoteliers that employ robust Destination Web Strategies have an effective means to capture new lucrative markets, boost direct distribution and decrease the need for intermediaries. This article explains how to leverage the popularity of the destination for the benefit of your hotel.

By Max Starkov and Jason Price

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Lowest Price Guarantees in Hospitality

Why have hoteliers been slow to adopt a policy on lowest price guarantee? How can hoteliers institute such a policy without interfering or alienating its prime distribution channels? What is the applicability of lowest price guarantee in hospitality?

By Max Starkov and Jason Price

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Brand Erosion, or How Not to Market Your Hotel on the Web

Since 9/11, in times of unprecedented crisis and continued economic downturn, the Web allowed Internet-savvy and proactive suppliers and intermediaries to establish rewarding interactive relationships with their customers, move inventory and stay ahead of the competition. At the same time it punished those suppliers who had no clear Internet strategy and understanding of how the Web and online distribution work. What has changed since May of 2002?

By Max Starkov

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Online Travelers Prefer Booking Directly on the Hotel Website

Forrester Research found that 69% of US leisure travelers prefer to buy online directly from a supplier while just 27% prefer to buy from intermediaries. This is yet another confirmation that hoteliers should focus more than ever on their direct-to-consumer online distribution and should work hard on regaining control on the Web from the online discounters and intermediaries.

By Max Starkov and Jason Price

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Hoteliers are Still Behind the Curve in Online Distribution

Travel suppliers in other travel sectors are well ahead of hoteliers in aggressively adopting online distribution. Airlines and car rental companies are pushing hard online and non-GDS distribution and are embracing the Internet as their main distribution medium.

By Max Starkov and Jason Price

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Are Hoteliers Ready to Meet the New Challenges in Online Business Travel?

The Internet has changed the way business travel is being negotiated, managed and purchased. A major trend over the past years is the blending of leisure and unmanaged business travel on the Web. Are hoteliers ready to handle these new challenges? Are they in control of price integrity or are they already losing high-paying business travelers to the online discounters?

By Max Starkov and Jason Price

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Hotel Website Optimization

Direct-to-consumer online distribution should become the foundation, the main focus of any hotelier’s online distribution strategy. Website optimization is the first step toward building a robust direct online distribution strategy.

By Max Starkov and Jason Price

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In Search of the Internet Intelligence Report that Makes Sense

This year over 13% of all revenues in hospitality will be generated from the Internet. Three years from now the Internet will contribute over 20% of all hotel bookings and convincingly surpass total GDS bookings. With such an industrial shift toward the web, hoteliers need intelligence tools to measure performance against its competitive set on direct and indirect channels outside of the GDS. Hoteliers are in search of Internet intelligence reports that make sense.

By Max Starkov and Jason Price

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Hotelier’s 2003 Top Ten Internet Strategy Resolutions

Utilized properly, your online distribution strategy and its direct-to-consumer component can play a major role in softening the effects of the travel and economic slump and will, over longer-term, define the winners in these trying times. Here are the Top Ten Questions you should urgently consider in 2003.

By Max Starkov and Jason Price

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