WORKSHOP ON OPTIMIZING DIGITAL DISTRIBUTION FOR TOURIST ACCOMMODATION
Workshops, Seminars, and Presentations
The distribution of tourist accommodation on the Internet has rapidly evolved towards a profound digitalization of all its processes. Changes in the habits of the new traveler and the sophistication of search engines used by online travel agencies and booking centers have been the main drivers for hotels, apartments, and other types of tourist accommodation to change their commercialization methods.
In these seminars and presentations, we offer a 360-degree view of the new landscape of online distribution for hotels, tourist apartments, or hostels. Based on practical information about how OTAs and booking centers search engines work, we provide the most up-to-date techniques for optimizing these channels and managing revenue management.
OTA RANKINGS
How to optimize the main digital distribution channels for hotels, tourist apartments, hostels, or campsites. Keys to improving ranking and profitability.
CONTENT STRATEGIES
How to manage content to convert to sales. Writing titles and descriptions. Which images work best at each stage of the booking process. Managing reviews on OTAs, metasearch engines, and social media.
REVENUE MANAGEMENT TECHNIQUES
How to define a dynamic and effective pricing structure in line with demand and key metrics such as average price, occupancy, average length of stay, and booking lead time.
Aimed at independent tourist accommodation entrepreneurs, businesses, and managers, and professionals seeking to improve their positioning in online distribution channels, reduce dependence on certain channels, and boost the direct channel. Hotel Directors, Commercial Directors, Revenue Managers, owners, etc.
- Offer an overview of the new distribution environment.
- Improve our web experience with the best practices from distribution channels.
- How search engines, filters, and ranking criteria work.
- Show how new operators, business models, and traffic generation have emerged.
- Understand the main control indicators for optimization.
Javier Ortiz, CEO & Co-founder of Sextaplanta, a digital tourism agency, leads a practical workshop on e-distribution strategies for independent hotels and tourist apartments, the evolution of ranking criteria in OTAs, booking centers, and IDSs. Javier has worked as an account manager at Booking.com and lastminute.com. Additionally, he has been Head of Innovation and Business Services at the Public Company Turismo Andaluz of the Junta de Andalucía.
CONTENTS
MODULE 1
The new traveler 2.0, the consolidation of the C2C model, and new environments and conversations.
MODULE 2
Digital distribution channels, OTAs. What are they and what role do they play?
MODULE 3
Business Models of Digital Distribution Channels. Where do they get their revenue and traffic from?
MODULE 4
How OTAs and IDSs work. Main elements and functionalities and ranking criteria, the vertical SEO of digital tourism.
MODULE 5
Content strategy for the hotel website. What can we learn from OTA elements. Leveraging the Billboard Effect.
MODULE 6
The journey of the room price, what are the different types of rates? How to design an effective pricing structure?
MODULE 7
Basic concepts for operating with OTAs and IDSs. Terms to consider when contracting with a digital distribution channel.
MODULE 8
Main metrics and control indicators. What to measure to improve positioning in digital distribution channel search engines?
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