Bringing Online Visibility to Hotels with and Multi-channel Communication

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


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,, 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 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 Hotel Semantic annotation Multi-channel online communication Semantic technologies Smart data Social media Rules Marketing 



This work has been partially supported with FFG, ÖAD and EU research funding of projects TourPack (, LDCT (, and EuTravel ( The authors thank their colleagues for useful inputs, the reviewers for useful comments, Manfred Jele (Hotel Kaysers) for his support with the evaluation, and Amy Strub for proofreading of English.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

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

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