What commerce means for hotels?

F-commerce is : - a new channel by which hotels can engage potential customers and drive reservations = social media distribution.

-tool for spreading news thanks to “Like” and “Wall Post”; promoting the hotel (your hotel’s friends become brand loyalist and they promote the hotel via Newsfeed)

Socia lBooker is a social media reservation platform for hotels specifically on Facebook.

Via Social Booker the hotel can:• maximize sales, • build legacy,• lower distribution cost, • deliver improved customer service,• receive feedback, • stay in touch with potential customers,• reach a bigger percentage of clients: friends,

corporate clients, working group, conference organizers.

OTA increase demand share => good or bad for hotels?

+ Good because for instance checking a property listed on the first results page of Expedia can create an increase in bookings for the same property on the brand website. (People are “shopping around” on a number of hotel and travel websites before narrowing their search: jumping from an OTA website to a hotel branded website and vice versa.)

Hoteliers need to focus on distribution channels that :• Are cost-effective• Generate the most bookings• Protect rate parity and price integrity• Reach the targeted customer segments

OTA increase demand share => good or bad for hotels?

- Bad: As a result of this market share gain by the OTAs, revenue is leaking from hotels to the OTAs in the form of commission.