Bringing Online Visibility to Hotels with Schema.org and Multi-channel Communication

  • Anna Fensel
  • Zaenal Akbar
  • Ioan Toma
  • Dieter Fensel
Conference paper

DOI: 10.1007/978-3-319-28231-2_1

Cite this paper as:
Fensel A., Akbar Z., Toma I., Fensel D. (2016) Bringing Online Visibility to Hotels with Schema.org and Multi-channel Communication. In: Inversini A., Schegg R. (eds) Information and Communication Technologies in Tourism 2016. Springer, Cham

Abstract

Now more than ever, it is becoming critical for businesses in the tourism industry to have a strong online presence. In order to achieve this goal, the proper use of multiple communication technologies and channels is crucial. This includes semantic annotations that can be understood by search engines, scalable multi-channel publishing, and feedback collection. We present our approach to improve touristic service providers’ online visibility with techniques comprising modelling by means of ontologies, particularly, schema.org, as well as multi-channel communication. Having implemented the approach for Tourismusverband (TVB) Innsbruck und seine Feriendörfer as well as hotel pilots, we describe how the above mentioned technologies are being used to achieve the set goal. Our findings and results show that already in the first few weeks of deployment, with eventual decrease of human social media work power in times, the use of schema.org and multi-channel communication solutions by a typical hotel increased its website visibility by 20 %, and the leads generated by social media platforms by up to 40 %.

Keywords

Schema.org Hotel Semantic annotation Multi-channel online communication Semantic technologies Smart data Social media Rules Marketing 

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Anna Fensel
    • 1
  • Zaenal Akbar
    • 1
  • Ioan Toma
    • 1
  • Dieter Fensel
    • 1
  1. 1.Semantic Technology Institute (STI) InnsbruckUniversity of InnsbruckInnsbruckAustria

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