[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.23″ _module_preset=”default” background_color=”gcid-e849dfb7-8354-48c7-a6cd-f95c7c2c562f” global_colors_info=”{%22gcid-e849dfb7-8354-48c7-a6cd-f95c7c2c562f%22:%91%22background_color%22%93}”][et_pb_fullwidth_header title=”Glossary of hotel digital marketing terms” subhead=”A glossary to help you understand the most important terms in hotel digital marketing” _builder_version=”4.23″ _module_preset=”default” background_enable_color=”off” global_colors_info=”{}”][\/et_pb_fullwidth_header][\/et_pb_section][et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.23″ background_color=”#ffffff” sticky_position=”top” global_colors_info=”{}”][et_pb_fullwidth_menu menu_id=”144″ submenu_direction=”downwards” fullwidth_menu=”on” _builder_version=”4.23″ menu_font=”|600|||||||” menu_font_size=”22px” background_color=”gcid-d04e89fd-3f2d-4300-95f5-cf712a2cb39a” text_orientation=”center” background_layout=”dark” menu_font_size_last_edited=”off|desktop” global_colors_info=”{%22gcid-d04e89fd-3f2d-4300-95f5-cf712a2cb39a%22:%91%22background_color%22%93}” menu_font_size__hover_enabled=”off|desktop” menu_font_size__sticky_enabled=”off|desktop”][\/et_pb_fullwidth_menu][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Letra A” _builder_version=”4.23″ global_colors_info=”{}”]<\/p>\n
A\/B Testing<\/strong>: An experimentation technique where two versions of an element are compared to determine which performs better. It is very commonly used in software development, web design, marketing campaigns, and email marketing. <\/p>\n Predictive analytics<\/strong>: A marketing technique that uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.<\/p>\n Booking lead time<\/strong>: The period of time between the booking date and the guest’s arrival date at a hotel.<\/p>\n API<\/strong>: Application Programming Interface, which allows different computer systems to communicate with each other.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra B” _builder_version=”4.27.6″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Bamen<\/strong>: A traveling team of cool people<\/p>\n Banner<\/strong>: An online graphic advertisement used to promote products, services, or content on websites.<\/p>\n Benchmarking<\/strong>: The process of comparing a hotel’s performance with that of other competitors to identify areas for improvement.<\/p>\n Blog<\/strong>: A website where articles or entries on specific topics, such as travel or hospitality, are regularly published. Usually arranged in chronological order. <\/p>\n Bot<\/strong>: A computer program designed to perform automated tasks online, such as answering questions or assisting in website navigation.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra C” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Call center<\/strong>: A telephone service center where agents handle customer inquiries and bookings. They can also be used for proactive sales campaigns. <\/p>\n Call to Action (CTA)<\/strong>: An element designed to prompt users to take a specific action, such as making a reservation or subscribing to a newsletter.<\/p>\n Branding Campaign<\/strong>: A coordinated set of activities designed to improve brand recognition and perception. In Google Ads, these are campaigns where the keywords are the hotel’s name in all its variations. <\/p>\n Discovery Campaign<\/strong>: A marketing strategy aimed at increasing the visibility and awareness of a product or service among consumers who are unfamiliar with the brand. In Google Ads, these are campaigns where the keywords are generic terms related to the type of hotel or its location. <\/p>\n Central Reservation System (CRS)<\/strong>: A system used to manage and book hotel rooms in real time, integrating rate, availability, and reservation information.<\/p>\n Channel manager<\/strong>: The cloud platform that allows hotels to manage the distribution of their rooms across different online booking channels.<\/p>\n Chatbot<\/strong>: A program designed to simulate a conversation with human beings, used to answer questions and provide online assistance.<\/p>\n Stop sell<\/strong>: The closing of sales for a specific set of rooms for a particular date. Usually for room blocks or renovations. <\/p>\n Click Through Rate (CTR)<\/strong>: The ratio of clicks on an ad or link compared to the number of impressions, used to measure the effectiveness of an online advertisement.<\/p>\n Clicks<\/strong>: The number of times users click on an online ad or link.<\/p>\n Close to arrival<\/strong>: A type of hotel reservation restriction that prevents a booking with arrival on a specific date. For example, not allowing check-ins on Sundays or New Year’s Day. <\/p>\n Close to departure<\/strong>: A type of hotel reservation restriction that prevents a booking with a departure date on a specific date.<\/p>\n Compset<\/strong>: Competitive set: a group of similar hotels used as a reference to compare performance and establish pricing strategies.<\/p>\n Connectivity<\/strong>: The ability to integrate different programs or platforms to share data and functionalities.<\/p>\n Content Management System (CMS)<\/strong>: A system used to create, manage, and publish online content, such as a website or blog.<\/p>\n Cookie<\/strong>: A small text file stored on the user’s device (usually in the browser) that records information about their online activity.<\/p>\n Copy<\/strong>: The text used in advertisements, web pages, or other marketing materials to communicate a specific message.<\/p>\n Cost Per Click (CPC)<\/strong>: The price an advertiser pays each time a user clicks on their online advertisement.<\/p>\n Allotment<\/strong>: The number of hotel rooms previously agreed to be put on sale in a specific sales channel for a specific period of time.<\/p>\n On Request Allotment<\/strong>: Hotel rooms that are available upon request and must be confirmed on a case-by-case basis.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra D” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Responsive design<\/strong>: A website design that automatically adapts to different devices and screen sizes for an optimal user experience.<\/p>\n Domain<\/strong>: The unique name that identifies a website on the Internet, such as “sextaplanta.com”.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra E” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Early booking<\/strong>: A type of rate that offers advantages and discounts if booked a certain amount of time in advance.<\/p>\n Billboard Effect<\/strong>: The tendency of users to make direct bookings on hotel websites after comparing them on various OTA websites such as Booking or Expedia.<\/p>\n Elementor<\/strong>. Elementor is a visual website editor for WordPress. Its intuitive drag-and-drop system, along with a wide variety of widgets and pre-configured blocks, allows for the simple and efficient design of custom web pages. <\/p>\n Email Marketing<\/strong>: The use of email to promote products, services, or content, generally to a list of subscribers.<\/p>\n Engagement<\/strong>: The extent to which users interact with a website, content, or online advertisement.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra F” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Feed<\/strong>: A continuous stream of updated online content, such as social media posts, news, or a blog to receive notifications.<\/p>\n Forecasting<\/strong>: The prediction of future hotel room demand using historical data, market trends, and other factors.<\/p>\n Freemium<\/strong>: A business model that offers basic services for free but charges for premium or enhanced features.<\/p>\n Sales funnel<\/strong>: A model that represents the process of converting leads into customers through various stages, from awareness to purchase.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra G” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Global Distribution System (GDS)<\/strong>: A system used by travel agencies to search for and book travel services, including hotel rooms, on behalf of clients.<\/p>\n Google Ads<\/strong>: Google’s online advertising platform, which allows advertisers to display ads in search results and on other partner websites.<\/p>\n Google Analytics<\/strong>: A web analytics tool that provides data on website traffic, user behavior, and other important metrics.<\/p>\n Google Hotel Ads<\/strong>: A Google service that allows hotels to display ads for their properties in Google search results.<\/p>\n Google My Business<\/strong>: A Google platform that allows businesses to manage their online presence, including contact information, opening hours, and customer reviews.<\/p>\n Google Search Console<\/strong>: A tool provided by Google that monitors only web traffic from organic searches and allows webmasters to monitor and improve their website’s performance in search results.<\/p>\n Growth hacking<\/strong>: Creative and experimental strategies used to accelerate the growth of a company or brand.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra H” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Hosting<\/strong>: The service that provides the housing of a website on a server so that it is accessible on the Internet.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra I” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n iCal<\/strong>: A standard format for exchanging calendars and events between different applications and devices.<\/p>\n Impressions<\/strong>: The number of times an online advertisement is shown to users.<\/p>\n Inventory management<\/strong>: The management of hotel room availability to maximize revenue and occupancy.<\/p>\n Influencer Marketing<\/strong>: The use of influential social media profiles to carry out promotional actions.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra J” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Nothing here for now.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra K” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Key Performance Indicator (KPI)<\/strong>: A key performance indicator, a metric used to evaluate the success of a project, campaign, or strategy.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra L” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Landing Page<\/strong>: A web page specifically designed to convert visitors into leads or potential customers.<\/p>\n Lead<\/strong>: A potential customer who has shown interest in a product or service, generally by providing their contact information.<\/p>\n Length of stay (LOS)<\/strong>: The total duration of a guest’s stay at a hotel, which can affect availability and pricing strategies.<\/p>\n Link building<\/strong>: The process of obtaining links from other websites to one’s own, used to improve search engine rankings.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra M” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Markup<\/strong>: The profit margin added to the net price of a hotel reservation to determine the selling price.<\/p>\n Affiliate marketing<\/strong>: A marketing model in which a company rewards affiliates for each customer or sale they generate through their marketing efforts.<\/p>\n Metasearch engine<\/strong>: A search engine that collects and displays results from multiple hotel booking websites and OTAs to compare prices.<\/p>\n Metric<\/strong>: A quantifiable measure used to evaluate the performance or success of an activity or strategy.<\/p>\n B2B Model<\/strong>: A business model in which a company sells products or services to other companies.<\/p>\n C2C Model<\/strong>: A business model in which individual users buy and sell products or services to each other.<\/p>\n Booking engine<\/strong>: A cloud platform that allows hotels to offer their rooms on their website directly to users.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra N” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Newsletter<\/strong>: An informative bulletin sent by email to a list of subscribers, providing updates, news, or promotions.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra O” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Online Travel Agent (OTA)<\/strong>: An online travel agency that allows customers to book hotel rooms, flights, and other travel services through its platform.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra P” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Rate parity<\/strong>: The practice of maintaining consistent hotel room rates across all booking channels.<\/p>\n Pick up<\/strong>: The number of confirmed bookings in a given period of time, compared to the same period in previous years.<\/p>\n Aggregator platform<\/strong>: An online platform that collects and displays information from multiple travel booking websites.<\/p>\n Pricing<\/strong>: The technique of setting hotel room prices, which can include dynamic pricing strategies and discounts.<\/p>\n Property Management System (PMS)<\/strong>: A system used to manage the daily operations of a hotel, including reservations, guest check-in and check-out, billing, travel reports, and other key aspects of hotel marketing.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra Q” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Nothing here for now[\/et_pb_text][et_pb_text admin_label=”Letra R” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Sales rebate<\/strong>: An incentive offered to travel agents for selling certain products or services.<\/p>\n Rate Shopper<\/strong>: A cloud tool used to compare hotel room rates across different booking channels.<\/p>\n Open rate<\/strong>: The proportion of recipients who open an email compared to the total number of emails sent.<\/p>\n Conversion rate<\/strong>: The proportion of website visitors who perform a desired action, such as making a reservation or completing a form.<\/p>\n Release period<\/strong>: The period of time between the check-in date and the available date of a specific rate.<\/p>\n Remarketing<\/strong>: A marketing strategy that involves showing ads to users who have previously interacted with a website or product.<\/p>\n Online Reputation<\/strong>: The general public perception of a brand, company, or individual based on reviews and comments posted on specific review sites.<\/p>\n Rev+<\/strong>: The platform that Expedia offers to its partner hotels through its extranet to monitor revenue management, helping hotels optimize their rates and availability to maximize revenue.<\/p>\n Revenue Management System (RMS)<\/strong>: A system used to strategically manage hotel room rates and availability to maximize revenue.<\/p>\n Revenue management<\/strong>: The practice of strategically adjusting hotel room rates and availability to maximize revenue.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra S” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Search Engine Marketing (SEM)<\/strong>: The use of paid advertisements on search engines to increase a website’s visibility and traffic.<\/p>\n Search Engine Optimization (SEO)<\/strong>: The process of optimizing a website to improve its visibility and ranking in organic search results.<\/p>\n Search term<\/strong>: A word or phrase used by users in a search engine to find specific information.<\/p>\n MICE Segment<\/strong>: A market segment composed of meetings, incentives, conferences, and events.<\/p>\n Tourism Vertical SEO<\/strong>: A set of specific SEO strategies to improve the positioning and visibility of hotels or other tourism companies in specific travel search engines.<\/p>\n Social Media Marketing (SMM)<\/strong>: The use of social media platforms to promote products, services, or content and increase brand visibility.<\/p>\n Social Media Optimization (SMO)<\/strong>: The process of optimizing social media profiles and content to increase visibility and engagement.<\/p>\n Storytelling<\/strong>: The technique of communicating information through an attractive and engaging narrative.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra T” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Tags<\/strong>: Labels or keywords associated with online content to help categorize and organize information.<\/p>\n Referral traffic<\/strong>: Web traffic generated by users clicking on links from other websites to one’s own.<\/p>\n Web traffic<\/strong>: The flow of visitors to a website, measured in terms of the number of users or sessions.<\/p>\n Tour operator<\/strong>: A company that organizes and sells travel packages through travel agencies or directly to consumers.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra U” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n User Experience (UX)<\/strong>: The process of improving user satisfaction by enhancing the usability, accessibility, and pleasure provided in the interaction between the user and digital content.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra V” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Free Sale<\/strong>: A system for selling hotel rooms without prior restrictions or commitments.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra W” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Webmaster<\/strong>: The person in charge of managing and maintaining a website, including updating content and resolving technical issues.<\/p>\n WordPress<\/strong>: An open-source Content Management System (CMS) for creating and managing websites, notable for its large community of developers who continuously enrich the platform with themes and plugins.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra X” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n XML<\/strong>: Extensible Markup Language, used to structure, store, and transport data online in a format readable by both humans and machines.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra Y” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Nothing here for now<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Letra Z” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Nothing here for now[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.23″ background_color=”#ffffff” background_image=”https:\/\/sextaplanta.com\/wp-content\/uploads\/Fondo-Sextaplanta-Ciudad.webp” parallax=”on” parallax_method=”off” custom_padding_tablet=”50px|0|50px|0″ custom_padding_phone=”” transparent_background=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” global_colors_info=”{}”][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_cta title=”ARE YOU INTERESTED?” button_url=”https:\/\/sextaplanta.com\/en\/contact\/” button_text=”Contact” _builder_version=”4.23″ background_color=”gcid-e849dfb7-8354-48c7-a6cd-f95c7c2c562f” background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” button_letter_spacing_hover=”0″ global_colors_info=”{%22gcid-e849dfb7-8354-48c7-a6cd-f95c7c2c562f%22:%91%22background_color%22%93}” button_text_size__hover_enabled=”off” button_one_text_size__hover_enabled=”off” button_two_text_size__hover_enabled=”off” button_text_color__hover_enabled=”off” button_one_text_color__hover_enabled=”off” button_two_text_color__hover_enabled=”off” button_border_width__hover_enabled=”off” button_one_border_width__hover_enabled=”off” button_two_border_width__hover_enabled=”off” button_border_color__hover_enabled=”off” button_one_border_color__hover_enabled=”off” button_two_border_color__hover_enabled=”off” button_border_radius__hover_enabled=”off” button_one_border_radius__hover_enabled=”off” button_two_border_radius__hover_enabled=”off” button_letter_spacing__hover_enabled=”on” button_letter_spacing__hover=”0″ button_one_letter_spacing__hover_enabled=”off” button_two_letter_spacing__hover_enabled=”off” button_bg_color__hover_enabled=”off” button_one_bg_color__hover_enabled=”off” button_two_bg_color__hover_enabled=”off”]<\/p>\n Leave us your details and we will call you<\/p>\n [\/et_pb_cta][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" A A\/B Testing: An experimentation technique where two versions of an element are compared to determine which performs better. It is very commonly used in software development, web design, marketing campaigns, and email marketing. Predictive analytics: A marketing technique that uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes […]<\/p>\n","protected":false},"author":3,"featured_media":5670,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-8012","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nB<\/h2>\n
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