Online HospitalityFinal Exam

Akram Nehmé

MBA A

Exercice 11. Terms definitions

• SEO:

Search Engine Optimization is a multidisciplinary activity that seeks to generate productive organic traffic from search engines via technically sound and connected sites by matching query intent with relevance and value.

• SEM:

Short for search engine marketing, SEM is often used to describe acts associated with researching, submitting and positioning a Website within search engine to achieve maximum exposure of your Web site. SEM includes things such as search engine optimization, paid listings and other search-engine related services and functions that will increase exposure and traffic to your Web site.

• OTAs:

An online travel agency (OTA) specializes in offering planning sources and booking capabilities. Major OTAs include:

• Voyages-sncf.com - revenue €2.23 billion (2008)• Expedia, Inc., including Expedia.com, Hotels.com,

Hotwire.com, and others - revenue US$2.937 billion (2008)• Sabre Holdings, including Travelocity, lastminute.com, and

others - revenue US$2.9 billion (2008)• Opodo - revenue €1.3 billion (2008)• Priceline.com - revenue US$1.9 billion (2008)• Orbitz Worldwide, Inc., including Orbitz.com, CheapTickets,

ebookers, and others - revenue US$870 million (2008)• Webjet - revenue A$592 million (2011)

• Last moments booking apps:

Kayak, Priceline, Orbitz, Travelocity and Expedia all offer apps that let travelers search for available hotel rooms, often discounted 10 to 50 percent for stays that begin the day you book. The apps have different features — and flaws — but they basically use a device’s GPS to show where you can find a room near you. The information is displayed on a map or a list that you can sort by price, distance or rating.

2. What is RoomKey?

Founded by a group of leading hotel companies, Room Key’s mission is simple: offer travelers direct access to a broad network of hotels around the globe, provide accurate and comprehensive information, make it easy for travelers to discover what’s right for them. Room Key’s experienced hospitality management team has partnered with great hotel brands to provide this one-of-a-kind search and booking experience.

Question 2