While marketing strategy may represent the brains of RockCheetah’s consulting practice, travel technology provides the muscle.
Travelers now demand a consistent user experience, regardless of the technology they choose to utilize – desktop, tablet, or mobile. RockCheetah offers insights into travel industry trends that can assist clients in making decisions regarding replacement or enhancement of mission critical components to gain competitive advantage.
Particularly for hotels, where the complexities of owner / management company / brand relationships can create an environment of “partially compatible” technologies. Decisions to interface, integrate or incinerate present platforms can involve numerous systems and, often, even more manual processes that depend on the source data.
Most technology decisions stem from underlying platform constraints. With the meteoric rise in tablet and mobile form factors, it is important for platforms to support multiple user interfaces while supporting a unified content management system. Eliminating content duplication dramatically simplifies maintenance processes. Similarly, compliance with industry standards eliminates proprietary processes and methods that may break as trading partners upgrade their systems to expose or exchange more information.
Search has also advanced far beyond keyword-aware copywriting and PPC keyword bidding. Advanced search technologies now depend more heavily on the structural design of the website. The traditional internet, the web of pages, is transitioning into a web of data. Semantic search provides new insights into the context of pieces of information on each page as opposed to the page as a whole. Social signals are also being considered, with linkage between content authors, social sites and publishing websites now being considered, as well as the amplification of those signals by others. The behavior of site visitors is also factored into search, with time-on-site, click-through and bounce rates provide additional data points, indicating how well the site content is successfully engaging visitors.
Big Data is not solely for large multi-national tech players with huge research and development budgets. Many cloud-based SaaS services not only provide access to huge data stores, but also offer the analytic cloud resources to manage the information. As computing becomes more personalized, data capture pertaining to specific interactions, locations and site navigation is now necessary to dynamically present relevant content in real-time based on the behaviors of that specific guest. When behaviorally segmenting customers, quality insights are derived from a massive quantity of data.
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