1. EXERCICE 1 – PART 1

2. OTAS
 It is an Online Travel Agency (OTA) that
proposes to book online
 These websites give the possibility to compare
several offers for hotels, rent of car, flights...
 Examples: Expedia.com,Orbitz,Opodo,Venere…

3.  In the following picture we have an example of
OTA research for the Hilton Tokyo in Japan.

4. SEO (SEARCH ENGINE
OPTIMIZATION) AND SEM (SEARCH
ENGINE MARKETING)
SEO SEM
 Includes activities aimed  Includes all activities
at increase the visibility aimed at reinforce the
of a website on search visibility of a site from
engines, in the the web.
natural/organic results.
 No longer limited strictly
 These activities consist to the search engines,
of: but is open to social
 SEO Onpage (on site): networks.
tree view, content
encoding.
 SEO Offpage (off-site):
netlinking, linkbaiting,

5.  Example: The following image depicts where the
SEO and SEM results appear in the Search
Engine Result Pages for “temporary storage
building”.

6. INTERACTIVE CAMPAIGNS
 It consists in create an interaction between the
brand and the consumer.
 Companies harnessed the power of social media
and took it out into the real world, with brilliant
results.
 It is a perfect marketing strategy to relate to
consumers on a human level by meeting them in
person.
 Sometimes a small gift is offered .

7.  Example: For the iPhone’s promotion, T-Mobile, a
german mobile operator offers the possibility to
people to play at Angry Birds in the real life.
Amazing!

8. DIRECT BOOKING
 This process appears when a customer purchases
a trip with a supplier, especially a cruise line or a
hotel, without the involvement of a travel agent
like Opodo, Booking.com…
 The booking is direct, made on the official
website of the brand.

9.  Example: The website Hilton Worldwide
proposes to the guests to book directly a room in
the site.

10.  Example: The website Hilton Worldwide
proposes to the guests to book directly a room in
the site.