Direct-to-consumer online distribution should become the foundation, the main focus of any hotelier's online distribution strategy. In the offline world, hoteliers are the best direct salesmen with an estimated 75% of all reservations sold directly to consumers. Online, the industry direct sales average 52% (PhoCusWright, 2002) with many hoteliers reporting less than 5%. As a result, many hoteliers cede control of their inventory and pricing property to online intermediaries, at an enormous cost financially and to brand integrity. Website optimization is the first step toward building a robust direct online distribution strategy. READ MORE

A closer look at the Total Online Distribution Channel Strategy. 9/11 created a major shift in how consumers book travel. The crisis created a dramatic drop in demand, which forced travel suppliers to introduce unprecedented discounts. Airlines, hotels and all other travel suppliers struggled to sell seats, rooms, car rentals to a significantly shrunk leisure and business travel market. The Internet allowed for smart and proactive suppliers to connect with their customers, move inventory and stay ahead of the competition. There has never been a better time to embrace the Internet and online distribution in particular. But you have to know that the Web can be either your best ally or your worst enemy. READ MORE

Billions of pages going to trillions. Most of the information available online is replicated again and again, then twisted, corrupted and re-entered. When one search question retrieves one million answers, the system fails -- results have little or no value. Now that the titans of e-commerce have been identified, search engines are leading the way for consumers online. At the same time, serious questions are emerging related to the efficacy of these search engines, among them "When will the search engines collide?" and, "How soon and why could this happen?" If search engines are the principal devices for business access, then today's search results, which often include a great deal of irrelevant information, are a serious problem. Imagine looking at a stock ticker tape, where you get lottery numbers, weather reports, and airline schedules nicely arranged in matching fonts, along with the stock prices. How long would such a product last? Not one second. READ MORE

Consumers are consistently turning to the Internet to book their travel accommodations, so now more than ever it is critical to create a seamless experience for them. Over the years, the Web has grown to be one of the greatest resources for travelers looking to compare options, explore potential destinations and research accommodations. Yet because booking on the Web is so easy and there are so many competitive sites available, hotels and resorts must ensure their Web sites provide customers with a memorable experience not only to gain their business, but also to keep them coming back for more. READ MORE

It's no secret that hotels, like all businesses, are in deep competition as the world economy struggles. Fewer people are taking trips, and those in the travel and leisure industry are forced to compete for declining business. With the Web serving as an extension of the hotel brand, delivering a positive experience online can make the difference between a browser and a booker. How can hotels maximize this opportunity to establish a brand affinity through their Web presence? In this article, I've listed five best tactics for just that. READ MORE