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The hospitality industry deals with a wide and varied array of partners, intermediaries, and electronic distribution channels in order to deliver guests to a hotel. From information gathering, through reservations and booking revisions, to post-stay follow-up, there are many systems with which a traveler and a hotel may interact.
The hotel industry has been grappling with understanding the constant changes in these channels of distribution. The 2004 edition of DeMystifying Distribution has been updated in Demystifying Distribution 2.0 to reflect the many innovations and consumer trends that have affected distribution channel management in the last two years.
Some of the areas that are introduced or updated:
·Dynamics between OTAs and suppliers
·PMS technology updates
·Distribution cost comparisons
·GDS functionality and competitive response to OTAs and supplier websites
·Channel management technology
·The evolving role of travel agents
Â·The range of search engine marketing options
·The emerging role of meta-search
·Booking engine technology available
·Social media tools
·Consumer trends in mobility and social networking
·Online metrics and the use of web analytics
·Interviews with hotel company distribution executives
·Interviews with resort company executives
·Interviews with GDS and OTA executives
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Cindy Estis Green s career spans thirty years of hospitality and travel industry experience. With an MBA in Marketing and a BS from the Cornell University School of Hotel Administration, she has worked extensively in hospitality and destination marketing. Ms. Green spent seven years with Hilton International as head of corporate marketing information systems and research and as a general manager for the Vista hotel brand.
After starting up the marketing consultancy, Driving Revenue, and selling it to Pegasus Solutions, Ms. Green is now managing partner of The Estis Group providing strategic marketing consulting to travel organizations in the area of sales and marketing best practices, distribution strategy, internet marketing, social media, revenue management and customer engagement. Her latest venture launched in June, 2008 is a website showcasing sales and marketing innovation and best practices; it can be found at drivingrevenue.travel.
A frequent speaker at national conferences and author of many groundbreaking industry reports, most notably Demystifying Distribution, The Online Metrics Handbook for Travel Marketers and The Travel Marketers Guide to Social Media and Social Networks, she was named one of the top 25 greatest minds in hospitality sales and marketing by HSMAI s Marketing Review magazine and named Marketing Innovator of the Year by Lodging magazine.
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