On-line Presence of the Touristic Accommodation Industry

This presentation contains an empirical analyse of the usage pattern of web technology in the touristic domain. We present first our evaluation criteria, and we introduce a set of key technologies for successful direct marketing, including vocabularies, semantic formats, Google rich snippets and site links, interactivity, widgets, direct bookability and social media. We analyse then the uptake of these technologies for hotels, hotels chains, destinations and booking channels. Finally, we draw some conclusions pointing out a severe competence gap in using state of the art web technologies for effective direct marketing in the touristic industry.