meta searching in hospitality
DESCRIPTION
This presentation provides a general overview of meta-searching, as well as an introduction to the use of meta-searching in the hospitality industry.TRANSCRIPT
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Meta-Searching in Hospitality
Stephanie Clark Kaitlyn Hafeman Sumit Kapali
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Overview
•History•Scope and Reach•Reported Impacts•Industry Examples•Other Industries Using Meta-Search•Professional’s Perspective•Business Landscape Impacts•Competitive Advantage
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Meta-Searching
•A search engine that pulls results from multiple search engines
•Allows consumer to access the results from multiple search engines at once, rather than searching them all.
•Meta-searching is similar to TripAdvisor, Expedia, Orbitz and Priceline
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Historical Review
•Traditional Internet Searches•First Meta-Searches•Hospitality Enters the Scene with
Airlines!•Newest Meta-Searches
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Reach and Scope
•No more searching through multiple sites•Narrowed Search – More to the point
options•Higher Number of “Impulse Buys”•Internet is all over the world Vast
majority of consumers on the planet will have access to destinations across the globe
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Potential Problems?
•Systems aren’t advanced enough to handle large influx in traffic flow
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Reported Impacts
•Growth of Meta-Searches in Hospitality•Lack of Meta-Searches in Most Industries•Information Retrieval and Internet
Services – Only ones with Meta-Searches•Google is working on a new meta-search
option for other products▫Very Secretive!
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TripAdvisor
•It is a leading online travel agencies that is using the meta-search engine.
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Industry Example – Room 77
•Dramatic Rise in Room 77 reservations and revenue.•Helping travelers to expose the best hotel deals.•Total capital raised to $143.8 million.
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Perceptions
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Outside Industry Example - Dogpile
•Images, Information, News, Videos, Yellow and White Pages
•Compiles results from Yahoo!, Google, Ask, etc.
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Outside Industry Example - Yometa
•Information Gathering•Searches Bing, Yahoo! and Google Only•Venn Diagram to Show Results
•Not Very Successful
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Professional Insight – Interview with Amy Anderson
Assistant Manager at Quality Inn & Suites, Menomonie, WI
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Quality Inn & Suites• Vast majority of reservations are booked online
or through ChoiceHotels.com
• http://www.choicehotels.com/?source=goch&cid=go000010971
• Do not track results from websites such as Expedia or Orbitz, but when contacted by these websites they update their pictures and information.
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Quality Inn & SuitesOnline Reviews
• Because of the importance that they place on these sites as well as TripAdvisor, guests are encouraged to write online reviews.
• Positive Reviews are very important especially with social media and all the outlets for potential customers to gain insight into a place they have never stayed before.
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Quality Inn & SuitesMarketing Strategies
• Through their ChoiceHotels.com site, various marketing techniques are used to attract guests to the hotel.▫ Points towards free ChoiceHotel nights▫ Gift cards at retailers and restaurants▫ Airline miles▫ “Best Internet Rate Guarantee”
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Quality Inn & SuitesMarketing Strategies
• Menomonie Wedding Fair▫ Enchanted Barn
• Involvement in the community (Winter Parade)
• Highway signs and offering discount coupons offered at area events
• As important as these are, the Internet still offers the best exposure for their business.
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Business Landscape Impacts
•Rapid Transformation into Meta-Searches•Growth in Online Bookings – Predictions•Impact on Hotel Properties
▫Customer Reviews▫Pricing Strategies▫Fees Associated with Search Results
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Course Content Relations
•Market Segmentation•Stages of Customer Interaction•Characteristics of a Service•Analytics •Quality Search Experience
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Competitive Advantage