The purpose of this white paper is to educate readers about the potential marketing value of Podcasting, and how to leverage this new media technology for maximum benefit. This new media audio technology provides ample opportunity for businesses and individuals to leverage their subject matter knowledge and expertise to generate increased brand exposure, improved product awareness, increased sales and additional revenue opportunities.
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The online channel is the fastest growing revenue stream in hospitality. The hotel website and its cash flows from online sales can influence a hotels valuation. During the diligence process, as you would assess the boiler or electrical system of the hotel, so too must you test the strength of the online revenue channel. The robustness of a web presence and the online distribution channel is becoming more popular and increasingly important. This article explores methods to assess the online channel during the purchase or sale process and how to integrate these numbers into the valuation of the property.
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Recently Forrester Research found that 69% of US leisure travelers prefer to buy online directly from a supplier while just 27% prefer to buy from intermediaries. This is yet another confirmation that hoteliers should focus more than ever on their direct-to-consumer online distribution and should work hard on regaining control of the Web from the online discounters and intermediaries.
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"Over the next 5 years the merchant model as we know it will disappear. It will be transformed into a ""Commission Override"" convergence model. Travel agency commissions will shrink from the current 10% level to 8% then 5%, in the end becoming a flat fee of $5-$10. Online merchant operators will start earning volume discounts above current agency commission levels but at a fraction of todays levels."
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