CONCEPTUAL MARKETING FRAMEWORK FOR ONLINE HOTEL

RESERVATION SYSTEM DESIGN

by Stanislav Ivanov, Ph. D.
International University College
3 Bulgaria Str., 9300 Dobrich, Bulgaria
e-mail: stanislav.ivanov@vumk.eu
e-mail: stanislav_h_ivanov@yahoo.com
tel.: +359 58 55!"
Abstract:
#he $a$e% $%esents a theo%etical &%ame'o%k o& online hotel %ese%vation
systems( )*+,S- .esi/n. #he autho% int%o.uces the value moel o& an *+,S as
a cent%al conce$t in the *+,S(s .esi/n $%ocess. Seve%al ma%ketin/ $%inci$les o&
the system(s .esi/n a%e $%esente. 0 ease o& use, in&o%mation su&&iciency,
in&o%mation t%ans$a%ency, $e%sonali1e. se%vice, ease o& u$.atin/, com$atibility,
an. inte%activity. #he $a$e% also elabo%ates some o& the c%itical ma%ketin/
.ecisions in the .esi/n $%ocess 0 o%ientation o& the system )to a/ents o% .i%ect
custome%s-, net o% commissionable %ates, %oom invento%y, bookin/ a..itional
se%vices, bookin/ limitations, issuin/ t%avel an. bookin/ %elate. .ocuments,
online $ayments, ma%ket intelli/ence, custome% &ee.back ca$abilities an.
a..itional onsite %esou%ces.
Key wr!s: e2comme%ce, inte%net, hotel, %ese%vation system, 'ebsite
.esi/n, hotel ma%ketin/, tou% o$e%ato%
!
I"tr!#ct$"
#he %ole o& in&o%mation systems an. technolo/ies in tou%ist com$anies(
mana/ement an. .aily o$e%ations has been 'i.ely ackno'le./e. an. assesse.
as $ositive )3im et al, "445-, because establishin/ an online $%esence an.
a.o$tin/ e2comme%ce business mo.els inc%eases com$any(s com$etitiveness,
$%o&itability an. e&&iciency )Poon, !9935 Shel.on, !9965 *(7onno%, !9995
8uhalis, !998, !999, "4435 #eo an. Pian, "4435 8o9nec an. 3%ibel, "44:5
;oh%ke et al., "44-. #he .evelo$ment o& online %ese%vation systems &o% hotel
accommo.ation, ai% tickets, %ent2a2ca% an. othe% t%avel %elate. se%vices has
stimulate. the /%o'th o& e2comme%ce an. t%i//e%e. a %easonable scienti&ic
%esea%ch on the inte%%elationshi$s bet'een tou%ism in.ust%ies an. in&o%mation
technolo/y, an. the im$acts o& e2comme%ce on tou%ism .evelo$ment an.
com$anies( ma%ketin/ mi< st%ate/ies )e./. 7onnolly et al., !9985 7onnolly,
!9995 Smith et al., "44!5 *(7onno% an. =%e', "44"5 8uhalis, "4435 7a%%oll an.
Si/ua', "4435 *(7onno%, "443a, "443b5 +am, "44:5 #esone, "445-.
7u%%ent $a$e% &ocuses on one o& the main ty$es o& online %ese%vation
systems 0 the online hotel %ese%vation systems )*+,S- an. thei% .esi/n.
*+,Ss a%e an e&&ective metho. &o% .ist%ibution o& the hotel $%o.uct that hel$s
hotels %each /%eate% visibility on the ma%ket $lace. ;an.vo/t )"44:- .e&ines
online bookin/ engines as tools to sto%e, $ublish an. u$.ate the .ynamic .ata
availability an. $%ices, an. a..itionally $%ovi.e the use%s 'ith a %e/ula%
%ese%vation $%ocess. P%esent $a$e% a.o$ts this .e&inition an. e<$an.s it &o% an
*+,S. > s$eci&ic cha%acte%istic o& the *+,S is that use%s can make an. see the
chan/es in %ese%vation status online. #his .i&&e%s *+,Ss to online hotel
catalo/ues )o% in&o%mation $%ovi.e%s, acco%.in/ to the te%minolo/y use. by
?@%vel@ et al., !999-, 'he%e use%s can only see .esc%i$tions an. $ictu%es o&
hotels, sometimes %ates but they coul. not check availability an. make bookin/s
online. #his means that all business mo.els 'hich $%ovi.e the $ossibility &o% an
online bookin/ )elect%onic bookin/ se%vice, elect%onic t%avel a/ent, elect%onic
"
ma%ket $lace, an. &le<ible com$a%ison sho$$in/ se%vices- a%e com$atible 'ith
the above mentione. .e&inition o& *+,S.
>n *+,S has a value &o% its o'ne% i& only it /ene%ates enou/h bookin/s.
#he%e&o%e, the *+,S has to com$ete 'ith othe% systems &o% t%avelle%(s money
'hich %eAui%es that the system $ossesses a com$etitive a.vanta/e 0 e./. lo'
$%ices, secu%e bookin/ $%ocess o% somethin/ else. +o'eve%, %e/a%.less o& its
sou%ce, the !otential com$etitive a.vanta/e can be t%ans&o%me. into real
a.vanta/e i& only the 'ebsite has $%o$e% .esi/n that hel$s the 'ebsite /ene%ate
%eal boo"ings, not 9ust visits. In this %e/a%., the aim o& cu%%ent $a$e% is to
.evelo$ a conce$tual ma%ketin/ &%ame'o%k to'a%.s *+,S .esi/n that coul. be
use&ul &o% ma%ketin/ mana/e%s in com$anies o'nin/ an *+,S an. &o% so&t'a%e
.evelo$e%s that $%e$a%e the so&t'a%e %unnin/ the system. #he technical as$ects
o& *+,S .esi/n a%e out o& the sco$e o& the $a$e%. #he $a$e% .%a's on the
tou%ism an. t%avel 'ebsite .esi/n $%inci$les i.enti&ie. in the lite%atu%e,
Aualitative analysis o& the cha%acte%istics o& most $o$ula% *+,Ss on 8ul/a%ian
t%avel ma%ket, an. autho%(s $e%sonal e<$e%ience 'ith an. $a%tici$ation in the
.evelo$ment o& Bo Blobal #%avel(s online hotel %ese%vation system
)htt$:CC'''./o/lobal.t%avel-.
#he %est o& the $a$e% is o%/anise. as &ollo's. De<t section analyses the
e<istin/ lite%atu%e on t%avel 'ebsite .esi/n. Section III $%esents the theo%etical
&%ame'o%k o& the *+,S .esi/n an. int%o.uces the use% value mo.el o& the
system. #he theo%etical &%ame'o%k is &u%the% elabo%ate. in Section IE
)ma%ketin/ $%inci$les &o% *+,S .esi/n- an. Section E )ma%ketin/ .ecisions to
be taken in the .esi/n $%ocess-. #he &inal section $%ovi.es .iscussion an.
conclu.es the $a$e%.
L$terat#re re%$ew
#he .esi/n o& t%avel an. tou%ism 'ebsites has %eceive. substantial
attention by schola%s )e./. Sche// et al., "44"5 ;a' an. ;eun/, "44"5 ;a' an.
3
Fon/, "4435 Scha%l, FGbe% an. 8aue%, "4435 ;an.vo/t, "44:5 So an.
Ho%%ison, "44:5 Issa'y, "4455 ?eon/ et al., "4455 ;a' an. +su, "445
Ja&i%o$oulos an. E%ana, "445 Schmi.t, 7antallo$s, an. .os Santos, "446-.
;an.vo/t )"44:- evaluates seve%al online bookin/ en/ines ove% "3 .i&&e%ent
c%ite%ia, like ove%all use% &%ien.liness, $ayment metho., instant con&i%mation,
%eliability, an. invoicin/ &unction amon/ othe%s. #hese c%ite%ia $%esent some o&
system(s &unctions an. .esi/n $%inci$les .iscusse. &u%the% in cu%%ent $a$e%.
In thei% stu.y ?eon/ et al. )"445- &in. that only t'o cha%acte%istics o&
hotel 'ebsites )in&o%mation com$leteness an. ease o& use- a%e im$o%tant
.ete%minants o& $e%ceive. 'ebsite Auality. #hese %esults a%e be'il.e%in/ as
most stu.ies i.enti&y mo%e .imensions o& $e%ceive. se%vice Auality to be
si/ni&icant &o% 'ebsite use%s. ;a' an. +su )"44-, &o% e<am$le, assess the
.imensions o& hotel 'ebsites )in&o%mation %e/a%.in/ the %ese%vation, hotel
&acilities, contact .etails o& the $%o$e%ty, su%%oun.in/ a%ea an. 'ebsite
mana/ement- an. att%ibutes in each .imension mostly value. by online use%s.
Some o& the most im$o%tant 'ebsite att%ibutes a%e &oun. to be the %oom %ates,
availability an. secu%ity o& $ayments )in the %ese%vation in&o%mation
.imension-, the location ma$s, hotel an. %oom amenities )in &acilities
in&o%mation-, tele$hone, a..%ess an. e2mail o& the hotel )&o% contact
in&o%mation-, t%ans$o%tation to the hotel, ai%$o%ts an. si/hts )&o% su%%oun.in/
a%ea in&o%mation-, an. u$2to2.ate in&o%mation, multilin/ual site an. sho%t
.o'nloa. time )&o% 'ebsite mana/ement-. So an. Ho%%ison )"44:- a$$ly
simila% c%ite%ia &o% 'ebsite evaluation as the $%ece.in/ stu.y but they /%ou$
them into technical, ma%ketin/, consume% $e%s$ective an. .estination
in&o%mation $e%s$ective c%ite%ia.
Issa'y )"445- &ocuses on 'ebsite usability an. sho's that seve%e
usability $%oblems 'ith inte%&ace Auality, in&o%mation Auality, an. se%vice
Auality a&&ect ne/atively the $u%chase an. %evisit intentions o& 'ebsite use%s.
#he autho% i.enti&ies some o& the $%actical toolsCactivities &o% inc%easin/ use%s(
:
$e%ceive. satis&action, $u%chase intention, an. $otential %elationshi$ buil.in/ 0
e<chan/in/ links 'ith local $oints o& inte%est, sho%te%Csim$le% $ath'ays to
leisu%e b%eaks, /%eate% .e$th o& in&o%mation &o% %oom &acilities an. $%icin/,
$%ovi.in/ $%oactive inte%actions, an. avoi.in/ thi%.2$a%ty %ese%vation systems.
In simila% vein, Scha%l, FGbe% an. 8aue% )"443- assess the e&&ectiveness o&
hotel 'ebsites. >utho%s i.enti&y $e%sonal, system an. me.ia &acto%s that
cont%ibute to hotel 'ebsite a.o$tion. In the system &acto%s /%ou$, that is mo%e
cont%ollable by the hotel mana/ement com$a%e. to $e%sonal an. me.ia &acto%s,
they i.enti&y the $e%ceive. utility o& the $%o.uct, s$ee. o& the system,
intelli/ence, layout, se%vices, lan/ua/es, navi/ation, inte%activity, %eliability o&
the system.
,esea%ch has also sho'n that t%ust is an im$o%tant .imension o& 'ebsite
.evelo$ment )=am, =oscht an. 7ollins, "44:5 7hen, "445 Fu an. 7han/,
"44-. I& consume%s .o not t%ust the 'ebsite they 'ill not visit it, o% 'ill not
t%ans&o%m thei% visits into %eal $u%chases.
>lthou/h much e&&o%t has been $ut to'a%.s evaluatin/ the .esi/n o&
tou%ism 'ebsites an. the i.enti&ication o& 'ebsite att%ibutes hi/hly value. by
custome%s, the%e is a /a$ in the %esea%ch in the *+,S .esi/n an. its s$eci&ic
$%oblems have not %eceive. enou/h attention in $%evious %esea%ch 'ith &e'
notable e<ce$tions. In se%ies o& %e$o%ts 8ainb%i./e )"44", "443a, "443b-
.iscusses the $%actical as$ects o& the *+,S .esi/n )the sea%ch o$tion in the
systems, the bookin/ $%ocess an. the .ate &o%mat-, 'hile Ivanov )"44", "445-
.iscusses the ty$es an. main cha%acte%istics o& *+,Ss an. the ma9o% ma%ketin/
.ecisions to be taken by the ma%ketin/ mana/e%s in thei% .esi/n.
#he %evie' o& available lite%atu%e on the tou%ism C hotel 'ebsite an.
*+,S .esi/n %eveals the &ollo'in/ conclusions:
Febsite use%s a%e inte%este. in easy navi/ation th%ou/h the system.
#hey 'ant abun.ance o& in&o%mation &o% the se%vices o&&e%e. in te<t
an. $ictu%es.
5
#%ust is vital &o% the usa/e o& the system.
Febsite .esi/n can si/ni&icantly in&luence the online e<$e%ience o& the
use%s an. thei% $u%chase intentions.
Febsite .esi/n itsel& .oes not /ua%antee online $u%chases but it is the
$e%ceive. utility o& the $%o.uct that att%acts custome%s.
Mar&et$"' (ra)ewr& (r OHRS !es$'"
#he /oal o& the *+,S is to &acilitate the .ist%ibution o& the hotel $%o.uct.
It is $a%t o& the .ist%ibution mi< o& in.ivi.ual hotels, hotel chains an. tou%
o$e%ato%s that sell hotel accommo.ation to .i%ect custome%s )8"7 systems- o%
othe% inte%me.ia%ies )8"8 systems-. =o% its o#ner the *+,S is an asset use. to
/ene%ate $%o&its. #he%e&o%e, the *+,S has value &o% its o'ne% i& only it
cont%ibutes to o'ne%(s bottom line. 8ut ho' .oes the *+,S .esi/n in&luence
the $%o&it o& the o'ne%K =i/u%e ! $%esents the value mo.el o& the *+,S.
LLLLLLLLLLLLLLL
Inse%t =i/u%e !. he%e
LLLLLLLLLLLLLLL
8ein/ both an element o& the .ist%ibution mi< an. a so&t'a%e a$$lication,
each *+,S can be analyse. &%om ma%ketin/ an. technical $e%s$ective. #he
technical moel o& the system is the na%%o'e% o& both an. consists o& system(s
&eatu%es 0 .esi/n, layout, .o'nloa. time, bookin/ o$tions, sea%ch o$tions, .ateC
name &o%mats, linksC$ath'ays bet'een .i&&e%ent $a/es etc. #he technical mo.el
.ete%mines ho# the system 'ill be use..
=%om a ma%ketin/ $e%s$ective, the technical .esi/n o& the system is
subo%.inate to the mar"eting moel o& the system. #he ma%ketin/ mo.el says
#ho can access the system, #hat use%s can .o in the system, ho# #ell they can
use the system an. #hether they 'ill use it at all. #his means that system o'ne%
has &i%st to .ete%mine 'ho an. 'hat the system 'ill be use. &o% an. then to
.eci.e on its technical cha%acte%istics an. &eatu%es.

#he ma%ketin/ mo.el o& the system is Mt%anslate.N into technical mo.el
by the t%ansition mechanism o& t'o elements o& the $%o$ose. value mo.el 0 the
.esi/n $%inci$les an. the ma%ketin/ .ecisions to be takes by mana/e%s .u%in/
the .esi/n $%ocess. #he esign !rinci!les .e&ine the /ene%al %ules in the *+,S
.esi/n that hel$ the system achieve hi/he% use% an. buyer %ates. #he mar"eting
ecisions .ete%mine the s$eci&ic technical cha%acte%istics an. &eatu%es o& the
system 0 e./. 'hethe% only tou% o$e%ato%s can access the *+,S, only .i%ect
custome%s o% both5 'hat the $%ice &o%mat 'ill be )i.e. commissionable o% net
%ates-, etc.
I&&ective ma%ketin/ an. technical mo.els o& the system cont%ibute to
system(s com!etitiveness com$a%e. to othe% systems available to use%s. +i/he%
com$etitiveness lea.s to hi/he% usage levels )mo%e bookin/s an. %evenues- an.,
the%e&o%e, hi/he% value o& the system &o% its o'ne%. >n *+,S is success&ul i& it
/ene%ates $%o&its &o% its o'ne%, i.e. it is consi.e%e. an asset. *the%'ise, the
system is only an e<e%cise in 'ebsite .esi/n 'ithout any value.
Fe no' tu%n to the s$eci&ic elements o& the conce$tual value mo.el.
Mar&et$"' )!e* ( a" OHRS
=i/u%e " $%esents the mar"eting moel o& an online hotel %ese%vation
system.
LLLLLLLLLLLLLLL
Inse%t =i/u%e ". he%e
LLLLLLLLLLLLLLL
#he mo.el has t'o levels. #he $%ima%y level .e&ines the *+,S $e% se,
i.e. #ho can use the system )the use%s 'ith access %i/hts to the system- an. #hat
they can .o in it )the &unctions they can $e%&o%m-. Ose%s can be classi&ie. into
inte%nal )the system o'ne%(s sta&&- an. e<te%nal )su$$lie%s, a/ents, clients- use%s.
Iach o& them has .i&&e%ent access %i/hts to the system an. can &ul&il .i&&e%ent
&unctions 0 .atabase mana/ement, han.lin/ o& active bookin/s, han.lin/ o&
6
t%avel an. bookin/ %elate. .ocuments, han.lin/ o& $ayments. Ive%y &unction is
a set o& activities 'hich the use%s can $e%&o%m in the%e $%o&iles an. is visuali1e.
as s$eci&ic &eatu%esCo$tions in the $a%ticula% use%(s inte%&ace. In mo%e .etails, the
.i&&e%ences in access %i/hts o& inte%nal an. e<te%nal use%s o& the system a%e
summa%i1e. in #able !.
LLLLLLLLLLLLLLL
Inse%t #able !. he%e
LLLLLLLLLLLLLLL
It is obvious that the inte%nal use%s have &ull access to the system,
althou/h .i&&e%ent em$loyees mi/ht have .i&&e%ent access %i/hts to the
a.minist%ation o& the system. Osually the %ese%vation .e$a%tment sta&& has
access to the han.lin/ o& active bookin/s an. .ocuments, an. vie'in/ $ast
%ese%vations5 the accountin/ .e$a%tment .eals a..itionally 'ith the han.lin/ o&
$ayments. > se$a%ate .e$a%tment takes ca%e &o% the .atabase mana/ement 0
in$uttin/ an. e.itin/ hotel .esc%i$tions an. $ictu%es, allotment an. $%ice
cont%ol, contact .etails o& use%s, e.itin/ %ema%ks an. s$ecials con.itions on
bookin/s.
7lients can only make bookin/ %eAuests, vie' thei% o'n $ast %ese%vations
)the so calle. Mcustomisation o& %ese%vationsN-, amen. active bookin/ %eAuests,
e.it thei% contact .etails an. &ill c%e.it ca%. autho%i1ation &o%m &o% $ayments
.ue. #hey have the most %est%icte. access. >/ents have access to the same
activities, but &o% all bookin/s ma.e by thei% clients, an., .e$en.in/ on the
cont%act 'ith the o'ne% o& the system, mi/ht also issue vouche%s, invoices an.
consume% cont%acts &%om the system. I& an a/ent has the %i/ht to issue such
.ocuments, it is usually .one 'ithin a cont%acte. c%e.it limit 0 the total money
value o& bookin/s 'ith issue. vouche%s an. outstan.in/ $ayments .ue to the
o'ne% o& the system. #he c%e.it limit may be &ully o% $a%tially /ua%antee. by a
.e$osit ma.e by the a/ent. Fhen the amount o& the outstan.in/ $ayments is
8
e<cee.e., the a/ent is blocke. &%om issuin/ ne' vouche%s an.Co% makin/ ne'
bookin/s until settlin/ o& $ayments on $%evious %ese%vations.
Su$$lie%s mi/ht have &ull access to the .atabase mana/ement &unction, to
the $%e$a%ation o& an. issuin/ t%avel an. bookin/ %elate. .ocuments an. to the
han.lin/ o& $ayments as this &acilitates the %ese%vation an. accountin/ $%ocess
an. u$.atin/ the in&o%mation in the system. +o'eve%, su$$lie%s coul. only
chan/e the status o& active bookin/ %eAuests )%eAueste., con&i%me., %e9ecte., o%
cancelle.- o% con&i%m alte%native hotels i& the o%i/inally %eAueste. by
a/entCclient a%e unavailable.
,e&e%%in/ back to =i/u%e " an. #able ! 'e can &i%mly state, that the mo%e
&unctions an. activities the online hotel %ese%vation system $e%&o%ms, the hi/he%
its utility &o% clients, a/ents, su$$lie%s an. inte%nal use%s, an. the hi/he% its
com$etitive a.vanta/e ove% othe% systems. #hat(s 'hy a cu%%ent t%en. is to
inc%ease the numbe% o& t%avel %elate. se%vices that can be booke. th%ou/h an
*+,S an. the &unctions the system $e%&o%ms, t%ans&o%min/ the *+,S into one2
sto$2sho$ t%avel se%vices %ese%vation systems.
#he secon.a%y level o& the $%o$ose. ma%ketin/ mo.el .oes not .e&ine the
*+,S as such but .ete%mines ho# #ell the use%s 'ill $e%&o%m the .i&&e%ent
activities an. #hether they 'ill use the system at all. #his level has &ive
.imensions:
Puality o& so&t'a%e an. 'eb2.esi/n
Puality o& in&o%mation $%ovi.e.
Sco$e o& o&&e%e. $%o$e%ties
P%ice com$etitiveness o& o&&e%s in the system
#%ust in the system an. the online $ayments it $%ovi.es )i& any-.
Ose%s o& the *+,S 'ill make %ese%vation in it i& they have a choice
)sco$e o& o&&e%e. $%o$e%ties-, com$etitive $%ice an. a /ua%antee about the
in&o%mation in the system an. about the bookin/ $e% se )t%ust-. #his means that
the *+,S shoul. o&&e% enou/h $%o$e%ties in o%.e% to att%act t%a&&ic an. to satis&y
9
the bookin/ Aue%ies o& its use%s, to o&&e% $%ices lo'e% than com$etito%s &o% the
same o% simila% hotels. #he system shoul. /ene%ate t%ust by $%ovi.in/ %eliable
so&t'a%e )'hich .oes not han/ u$ an. no bookin/ mistakes a%e ma.e by the
so&t'a%e-, 'ebsite navi/ation that &ollo's the natu%al ste$s in the hotel bookin/
$%ocess, su&&icient, u$2to2.ate an. unbiase. in&o%mation &o% the hotels
).esc%i$tion an. $hotos-, etc. +o'eve%, 'ebsite .esi/n is not enou/h to $%ovi.e
t%ust an. to /ene%ate sales. Onautho%ise. use o& $e%sonal an. sales .ata, an.
b%each o& $%ivacy )'hen, 'he%e an. 'ith 'hom a $e%son t%avels, a/ent use.,
hotel booke., $%ice $ai.- mi/ht a&&ect ne/atively online bookin/s in the system,
althou/h 8%o'n, Huchi%a an. Bottlieb )"446- .o not &in. evi.ence that $%ivacy
conce%ns a&&ect online $u%chase behavio% 'ithin the t%avel in.ust%y.
#he &ive .imensions at the secon.a%y level a%e inte%%elate.. ,ese%vation
systems 'ith only &e' hotels can be com$etitive i& they o&&e% e<t%emely lo'
$%ices, an.Co% hotels &%om a s$eci&ic /eo/%a$hical %e/ion, an.Co% uniAue
$%o$e%ties that cannot be booke. else'he%e. In this 'ay, the system /ains a
si/ni&icant com$etitive a.vanta/e, albeit its limite. sco$e o& o&&e%e. hotels.
#he theo%etical conce$t behin. the $%o$ose. ma%ketin/ mo.el o& an
*+,S is Hichael Po%te%(s value chain )Po%te%, !985-. Po%te%(s value chain
se$a%ates the activities 'ithin a com$any to $%ima%y an. su$$o%tin/ .e$en.in/
on thei% %elationshi$ 'ith the $%o.uction an. .ist%ibution o& the $%o.uct. #he
ma%ketin/ mo.el o& the *+,S uses simila% se$a%ation o& system .imensions
)$%ima%y an. secon.a%y level- .e$en.in/ on thei% %elationshi$ 'ith the bookin/
$%ocess. #he value chain mo.el is mo.i&ie. to inclu.e use%s 'ith access %i/hts
to the system, &unctions an. activities they can $e%&o%m in it, Auality o&
so&t'a%e, 'eb2.esi/n, an. in&o%mation, sco$e o& o&&e%e. hotels, $%ice
com$etitiveness an. t%ust. #he mo%e use%s 'ith access %i/hts an. mo%e activities
they can $e%&o%m, the mo%e com$etitive, valuable an. use&ul the system. #he
%eason is that 'hen su$$lie%s )in.ivi.ual hotels, hotel chains, tou% o$e%ato%s-
have access to the system they s$ee. u$ the u$.atin/ o& the *+,S an. can
!4
make chan/es in $%ices an. %oom invento%y 'ithout the nee. to contact the
system(s o'ne%. >lso, 'hen mo%e a/ents use the system, the mo%e bookin/s it
'ill /ene%ate. #ou% o$e%ato%s an. hotel chains 'ho maintain *+,Ss
continuously a.. ne' &eatu%es in them 0 bookin/ a..itional t%avel %elate.
se%vices, online $ayments, t%avel /ui.es, 'eathe% &o%ecasts, etc., an. o&&e%
access to thei% su$$lie%s, as 'ell as to .i%ect custome%s an. t%avel a/ents. >ll
these u$/%a.es c%eate a value a..e. &o% the use%s o& the systems an. inc%ease the
com$etitiveness o& both the use%s an. the o'ne%s o& the systems. #%ust is an
essential &eatu%e in the mo.el because it .ete%mines 'hethe% .i%ect custome%s
an. a/ents 'ill use the *+,S at all C&o% &u%the% .iscussion on t%ust in e2
comme%ce an. 'ebsites see +o&&man, Dovak an. Pe%alta )!998-, ?a%ven$aa,
#%ackinsky an. Eitale )"444-, O%ban, Sultan an. Pualls )"444-, =am et al.
)"44:-, 7hen )"44-, Fu an. 7han/ )"44-C.
#he ma%ketin/ mo.el &%om =i/u%e " can be use. to analyse eve%y *+,S,
%e/a%.less o& the o'ne% o& the system. I& the system is %un by a tou% o$e%ato%, the
inte%nal use%s a%e its em$loyees, 'hile the su$$lie%s mi/ht be othe% tou%
o$e%ato%s, hotel chains o% se$a%ate hotels. I& the system is o'ne. by a hotel
chain, it by .e&inition inclu.es only $%o$e%ties belon/in/ to the chain. #hat(s
'hy, in this case the su$$lie%s a%e the hotel chain membe%s an. the inte%nal
use%s a%e the hotel chain em$loyees, %es$onsible &o% the maintenance o& the
system.
Mar&et$"' +r$"c$+*es ( OHRS !es$'"
Febsite .esi/n has att%acte. the attention o& %esea%che%s )e./. ;ynch an.
+o%ton, "44"5 Palme%, "44"5 Stone et al., "445-, because the Auality o& the
'ebsite in&luences the e<$ecte. se%vice Auality )?eon/ et al, "445- an.
cont%ibutes to 'ebsite loyalty )S%inivasan et al., "44"-. ;ynch an. +o%ton
)"44"- list /ene%al $%inci$les o& a 'ebsite .esi/n as use%2cent%e. an. a use%
&%ien.ly inte%&ace 'ith easy navi/ation, no .ea.2en. $a/es, e&&icient hie%a%chy
!!
o& in&o%mation, ban.'i.th an. inte%action, sim$licity an. consistency, .esi/n
inte/%ity an. stability, &ee.back an. .ialo/ $%ovi.e. by the system(s .esi/n
)inte%activity-. >n em$i%ical su%vey un.e%taken by O.o an. Ha%Auis )"444-
sho's that an e&&ective 'ebsite .esi/n must have sho%t .o'nloa. time, easy
navi/ation, use /%a$hics that .o not take too lon/ to loa., use animations that
a%e not .ist%actin/, must be hi/hly inte%active an. ca%e&ul 'ith the use o&
&%ames, choice o& /%amma% an. colou% combination an. sho's hi/h .e/%ee o&
cohesion an. consistency th%ou/hout the $a/es. >nothe% stu.y by ;im )"44"-
%eveals the .esi/ne% has to &ollo' a seAuential $%o/%ession, mimic %eal2li&e
sc%i$ts, $%ovi.e visual in.icato%s, $lace &unctionality above aesthetics an. avoi.
con.itionin/ automatic actions in o%.e% to enhance the usability o& online sto%e
inte%&aces.
7onsi.e%in/ the above mentione. /ene%al 'ebsite .esi/n $%inci$les an.
the 'ebsite .imensions an. att%ibutes i.enti&ie. as im$o%tant to use%s in the
em$i%ical lite%atu%e 'e can .e%ive seve%al ma%ketin/ $%inci$les ma%kete%s an. I#
s$ecialist shoul. a.he%e to in o%.e% the online hotel %ese%vation system they
.evelo$ to be com$etitive:
$ase o% use&$asy navigation. #his is the most im$o%tant ma%ketin/
$%inci$le state. in eve%y %esea%ch )e./. Deilsen, "444-. =laviQn et al.
)"44- sho' that /%eate% usability has a $ositive in&luence on use%
satis&action an. this also /ene%ates hi/he% 'ebsite loyalty. I& the
*+,S .oes not have a use% &%ien.ly inte%&ace its $%ice com$etitiveness
'ill be o&&set by the un'illin/ness o& the e<te%nal use%s )su$$lie%s,
a/ents, clients- to use the system. #he ease o& use also %eAui%es the
seAuential $a/es in the *+,S to &ollo' the natu%al $%oce.u%es in hotel
bookin/ $%ocess an. the hy$e%links bet'een them to allo' easy
navi/ation in the system )see &o% e<am$le 8ainb%i./e, "443a-.
In%ormation su%%iciency&com!leteness. #he hos$itality $%o.uct is in its
essence a se%vice 'hich cannot be visualise.. #he%e&o%e, a/ents an.
!"
$otential clients 'ill make .ecisions on the Auality o& the
accommo.ation se%vice base. on elements like .esc%i$tions an.
$ictu%es o& hotel &acilities, the cate/o%y o& the $%o$e%ty, location ma$s,
custome% %evie's, etc. In this %e/a%., the in&o%mation $%ovi.e. in the
system must be su&&icient &o% the a/ents( an. clients( $%o$e% choice.
#his $%inci$le is .i%ectly connecte. to the .atabase mana/ement
&unction in *+,Ss. #he mo%e .etaile. the .esc%i$tion o& the $%o$e%ty
an. mo%e the $ictu%es, the mo%e in&o%me. the a/ents(Cclients( choice o&
hotel accommo.ation. ?eon/ et al. )"445- &in. that %ichness o&
in&o%mation an. the ease o& use a%e the most im$o%tant .ete%minants o&
$e%ceive. 'ebsite Auality, 'hich, in tu%n, in&luences custome%s(
e<$ectations o& the Auality, value, an. att%activeness o& the lo./in/
$%o$e%ty &eatu%e. on the 'ebsite.
In%ormation trans!arency. Des$ite su&&icient, the in&o%mation must
also be t%ans$a%ent. #his is $a%ticula%ly %eAui%e. &o% $%ices. In some
systems, clients a%e cha%/e. a..itional
se%viceC&acilitationChan.lin/C$%ocessin/ &ees )to name 9ust &e' o&
them- 'hich clou. the $%ice $e% %oom $e% ni/ht the client is /oin/ to
$ay. >lthou/h the a$$lication o& a..itional &ees is 'i.es$%ea., 'e
think that it is bette% all cha%/es to be inclu.e. in the o&&e%e. %ate $e%
%oom $e% ni/ht, so that the client coul. make a clea% $%ice com$a%ison
'ith othe% *+,Ss 'hich 'ill also stimulate t%ust in the system an. the
ne' bookin/s.
Customisation&'ersonali(e service. S%inivasan et al. )"44"- state that
customisation o& the 'ebsite is one o& the key att%ibutes o& 'ebsites
that lea.s to use%s( 'ebsite loyalty. *+,Ss a%e .esi/ne. to se%ve
eve%y custome% o% a/ent an. the%e&o%e have a stan.a%.ise. inte%&ace.
+o'eve%, $e%sonali1e. se%vice can be achieve. th%ou/h customisation
o& the inte%&ace an. the %ese%vations. #he customisation o& %ese%vations
!3
means that the e<te%nal use% o& the system can vie' an. kee$ t%ack o&
its o'n $ast an. active bookin/s th%ou/h limite. access to the system.
>..itionally, some Blobal Dist%ibution Systems )e./. R!S- allo' the
customisation o& use%(s inte%&ace itsel& 0 the use% can choose the
&unctions an. the in$ut sea%ch c%ite%ia sections heCshe can see in the
inte%&ace. =u%the%mo%e, othe% *+,Ss )e./. R!8S- o&&e% the o$tion to
$%int a vouche% 'ith a/ent(s name, lo/o an. contact .etails to be
$%esente. by the client at check2in, 'hich &acilitates the .aily
o$e%ations o& t%avel a/ents an. c%eates value &o% them )hence, han.lin/
o& .ocuments is inclu.e. in the *+,S(s ma%ketin/ mo.el as a ma9o%
&unction-.
$ase o% u!ating. 7lients an. a/ents 'ill make bookin/s in the *+,S
i& the in&o%mation in it )%ates, invento%y, bookin/ %ema%ks, hotel
.esc%i$tions an. $ictu%es, etc.- is u$2to2.ate. 8ecause .atabase
mana/ement is a labou%2 an. time2consumin/ &unction, the com$any
can save both time an. money i& the in&o%mation in the system can be
easily u$.ate..
Com!atibility. #he %ese%vation system 'ill inc%ease its value to the
custome% i& it can be inte/%ate. 'ith othe% systems )see ne<t section o&
the $a$e%- 'hich can be achieve. i& only the so&t'a%e o& the system is
com$atible 'ith the so&t'a%e o& othe% systems. #his has been 'i.ely
ackno'le./e. by tou%ism $%actitione%s. In this %e/a%., seve%al tens o&
com$anies &%om the t%avel an. tou%ism in.ust%y an. the I# secto% have
establishe. the *$en#%avel >lliance )*#>-
)htt!:&&###.o!entravel.org-. Hembe%s o& the alliance ackno'le./e
that Mthe t%avel in.ust%y nee.s common technical s$eci&ications &o% the
elect%onic communication o& in&o%mationT #%avel in.ust%y business
an. technolo/y lea.e%s %es$onsible &o% $%o.uct .ist%ibution a%e
'o%kin/ to/ethe% th%ou/h the *#> to t%ans&o%m the t%avel in.ust%y
!:
into one /lobal su$e%ma%ket o& $%o.ucts an. se%vices. #his 'ill be
%eali1e. th%ou/h .evelo$ment o& a commonly acce$te.
communications $%ocess usin/ UH;.N
)htt!:&&###.o!entravel.org&about.c%m-.
Interactivity. Inte%activity is a multi.imensional const%uct. Do'nes
an. HcHillan )"444- i.enti&y the &ollo'in/ .imensions that c%eate the
inte%activity conce$t in com$ute%2me.iate. communications 0
.i%ection o& communication, time &le<ibility, sense o& $lace, level o&
cont%ol, %es$onsiveness an. $e%ceive. $u%$ose o& communication.
8ase. on in2.e$th inte%vie's 'ith %es$on.ents, autho%s sho' that
inte%activity inc%eases 'hen )$. !63-:
#'o2'ay communication enables all $a%tici$ants to actively
communicate.
#imin/ o& communication is &le<ible to meet the time .eman.s
o& $a%tici$ants.
#he communication envi%onment c%eates sense o& $lace.
Pa%tici$ants $e%ceive that they have /%eate% cont%ol o& the
communication envi%onment.
Pa%tici$ants &in. the communication to be %es$onsive.
In.ivi.uals $e%ceive that the /oal o& communication is mo%e
o%iente. to e<chan/in/ in&o%mation than to attem$tin/ to
$e%sua.e.
>utho%s( &in.in/s have im$o%tant im$lications &o% the *+,S .esi/n &%om
both ma%ketin/ an. technical $e%s$ectives. #he *+,S is inte%active 'hen:
#he system $%ovi.es custome% &ee.back o$tions 0 e./. custome%
%evie' $lat&o%ms an. blo/s, email C tele$hone C Sky$e C I7P &o%
custome% se%vice.
!5
#he system has &eatu%es &o% custome% su$$o%t se%vice by the
sales &o%ce an. the I# .e$a%tment o& the system(s o'ne%, so that
the use% coul. &eel su$$o%t 'hen usin/ the system.
#he system .is$lays customise. in&o%mation &o% the use%s 0 it is
achieve. by the autho%ise. access to the system allo'in/ use%s
to see only thei% bookin/s, by cookies 'hich %emembe% the
$%evious sea%ch %esults &%om the com$ute% 'ith a $a%ticula% IP
a..%ess, o% by manual customisation o& the inte%&ace by the use%.
#he in&o%mation $%ovi.e. about the $%o$e%ties is not biase. an.
.esc%i$tions &ollo' stan.a%. &o%mat, e./. bullete. lists about
hotel &acilities an. %oom amenities.
#he use% has mo%e cont%ol on the in&o%mation $%ovi.e. by the
system 0 it is achieve. by the multi$le sea%ch o$tions &o% hotel
accommo.ation )e./. by name, sta% cate/o%y, location, s$eci&ic
hotel &acilities o% %oom amenities, $%ice, availability-, the
customisation o& the sea%ch %esults )e./. numbe% o& hotels $e%
$a/e, so%t by $%ice, by name o% by location-, savin/ sea%ch
%esults &o% easy &utu%e %e&e%ence.
Mar&et$"' !ec$s$"s $" t,e OHRS !es$'" +rcess
=ollo'in/ the $%inci$les o& an *+,S .esi/n .oes not /ua%antee that the
system 'ill be com$etitive. Dot all &unctions in a 'ebsite a%e value. eAually by
the use%s. Dysveen et al )"443-, &o% e<am$le, sho' that sea%ch en/ines, se%vice
inte/%ation, an. $e%sonali1ation a%e the most $%e&e%%e. value2a..e. se%vices by
the custome%s. #he%e&o%e, ma%ketin/ mana/e%s must make many .ecisions
conce%nin/ the $a%ticula% .esi/n o& the system an. its s$eci&ic &unctions 'hich
a&&ect the value o& the system. #he most im$o%tant ma%ketin/ .ecisions a%e
.iscusse. belo'.
!
Business-to-business )B*B+ or business-to-consumer )B*C+ reservation system
=o% us this is the main $%oblem as its solution $%e.ete%mines the othe%
ma%ketin/ .ecisions in the *+,S .esi/n $%ocess. Fhen an *+,S is a/ents
o%iente., i.e. 8"8 ty$e systems like R"S, R8S,R!4S, R!"S, R!:S, R"!S, it shoul. be
'ith limite. access by .e&ault, so that each a/ent has its o'n use%name an.
$ass'o%. to access the system an. kee$ t%ack o& its o'n bookin/s )the
customisation o& %ese%vations, .iscusse. in $%evious section-. Fo%kin/ 'ith
a/ents &acilitates the ma%ketin/ e&&o%ts o& the tou% o$e%ato% C hotel chain in sales
$%omotions, because the use%s o& the system a%e i.enti&iable sub9ects. >s a %esult
o& the smalle% numbe% o& use%s, $ayments a%e also easie% 0 once a month o%
anothe% time basis. It is $ossible that the o'ne% o& the system /ives a c%e.it limit
to each use%, 'hich the latte% can use to issue vouche%s &o% al%ea.y con&i%me.
but not yet $ai. to the tou% o$e%ato% C hotel chain bookin/s. *n the othe% han.,
'o%kin/ 'ith a/ents means that the tou% o$e%ato% C hotel chain .oes not have a
.i%ect %elationshi$ 'ith the en. consume% an. coul. not in&luence the sale
$%ocess 0 it is .ete%mine. by the a/ent.
#he o%ientation to'a%.s the en. consume%, 8"7 systems like R5S, R!!S,
R!S, R!9S, sho%tens the chain bet'een the su$$lie% o& the accommo.ation
se%vices an. the use% o& these se%vices. In. consume%s also have /%eate% choice
o& hotels 'hich is not limite. by the t%avel a/ent. In this 'ay, the en. custome%s
t%ans&o%m themselves in Msel& tou% o$e%ato%sN as they o%/ani1e thei% o'n t%i$.
Such systems a%e o& an o$en ty$e 'ithout use%name an. $ass'o%.. Osually,
a&te% %ese%vation the client %eceives an automatically /ene%ate. e2mail 'ith the
%e&e%ence numbe% o& the bookin/ an. )not al'ays- an access co.e, vali. &o% this
$a%ticula% bookin/ )e./. R!!S-. Fith the hel$ o& the %e&e%ence numbe% an. the
access co.e, the client coul. see the status o& the bookin/ online an. eventually
make chan/es in it. #his is consi.e%e. a customisation o& %ese%vations too,
because only the $e%son 'ho ma.e the bookin/ in the system coul. kno' both
the %e&e%ence numbe% an. the access co.e &o% it. It is also $ossible that, &o%
!6
ve%i&ication %easons, instea. o& an access co.e the bookin/ .etails can be
accesse. 'ith %e&e%ence numbe% an. a vali. e2mail a..%ess )s$eci&ie. .u%in/ the
bookin/ $%ocess-.
In 8"7 systems, the sales $%omotion is a much ha%.e% task, because
theo%etically use%s a%e all $eo$le 'ho have access to inte%net. #he lo'e% numbe%
o& mi..lemen bet'een the su$$lie% an. the en. consume% c%eates con.itions &o%
$%ice %e.uctions. +o'eve%, this situation is %a%ely obse%ve. in $%actice, because
many 8"7 systems )e./. R3S, R!6S- su$$o%t also a %est%icte. section &o% t%avel
a/ents in 'hich $%ices &o% hotel accommo.ation a%e lo'e% than the $%ices &o%
.i%ect custome%s. Instea. o& .ec%easin/ the %ates &o% the en. consume%s, the
.i&&e%ence bet'een the $%ice &o% clients an. &o% a/ents c%eates a..itional $%o&it
&o% the tou% o$e%ato% C the hotel chain. #hat(s 'hy, most o& the 8"8 systems a%e
t%ans&o%me. into hyb%i. systems o% establish ne' en. custome% o%iente. systems
)e./. 7en.ant 7o%$o%ation su$$o%ts the 8"8 system R"S an. the 8"7 system
R!5S-.
,et or commissionable rates
Host o& the 8"8 an. all 8"7 systems o&&e% net %ates )'ithout
commission-, so that the use% o& the system can see the e<act amount .ue
'ithout a..itional calculations. #he $%ice com$a%ison amon/ the systems is
easy an. the use% can Auickly i.enti&y the $%ice com$etitive a.vanta/es o&
.i&&e%ent su$$lie%s. #he tou% o$e%ato%s C hotel chains can a$$ly $%ice
.isc%imination st%ate/y as the use%s see in thei% accounts C $%o&iles %ates 'ith
.i&&e%ent ma%k2u$.
> .isa.vanta/e o& 8"8 systems 'ith net %ates is that they coul. be use.
only by tou% o$e%ato%s, because t%avel a/ents cannot a.. ma%k2u$ to $%ices.
Iven i& they a$$ly a han.lin/Cse%vice &ee, the t%avel a/ents must s$eci&y it
se$a%ately 'hich 'ill %eveal thei% income to the custome% 0 somethin/ the
a/ents .o not 'ish to .o. >s a conseAuence, in 8"8 systems sometimes use%s
!8
can see also commissionable %ates. #he $%ice com$a%ison amon/ systems is
.i&&icult, because the a/ent must calculate the amount .ue &o% eve%y bookin/
se$a%ately by .e.uctin/ the commission. *n the othe% han., the tou% o$e%ato%s C
hotel chains can even easie% $%ice .isc%iminate the use%s o& the system, because
.es$ite .i&&e%ent %ates tou% o$e%ato%s C hotel chains can a$$ly .i&&e%ent
commissions &o% a/ents .e$en.in/ on thei% sales tu%nove%. Ho%eove%, the
commissionable %ates e<$an. the sco$e o& the use%s o& the system, because not
only tou% o$e%ato%s but also t%avel a/ents coul. use it. >nothe% a.vanta/e is the
$ossibility to &i< $%ices &o% the en. consume% an. to $%ice .isc%iminate the
a/ents th%ou/h .i&&e%ent commissions.
-oom inventory&.vailability o% rooms
#he ma9o%ity o& *+,Ss 'o%k on %eAuest basis. #he use% makes an online
%eAuest on 'hich the em$loyees o& the tou% o$e%ato% C hotel chain 'o%k, an.
con&i%m .e$en.in/ on the availability o& %ooms in the hotel. In this case, the
*+,S can be .esc%ibe. as an online catalo/ue in 'hich one can see
.esc%i$tions, $ictu%es, an. %ates &o% .i&&e%ent hotels, but not availability o&
%ooms.
Fhen an *+,S sho's availability, it /ains com$etitive a.vanta/e ove%
the systems on %eAuest basis. In $%actice, the%e a%e th%ee 'ays &o% an *+,S to
sho' availability o& %ooms: &%ee sale, allotment an. inte/%ate. )back2to2back-
systems.
In the %ree sale the hotelie% /ives the tou% o$e%ato% the non2e<clusive %i/ht
to sell &%ee %ooms. #he tou% o$e%ato% con&i%ms the bookin/s to its $a%tne%s an.
clients at the ve%y moment they a%e %eceive. an. is obli/e. to in&o%m the hotel
$e%io.ically )usually eve%y .ay- &o% the con&i%me. bookin/s. #he hotelie%
in&o%ms the tou% o$e%ato% &o% the close. .ates imme.iately )usually 'ithin same
.ay- 'hich the tou% o$e%ato% in$uts in its o'n system.
!9
#he a.vanta/e o& the &%ee sale &o% the tou% o$e%ato% is that it .oes not
%eAui%e minimum sales an. the tou% o$e%ato% sho's availability in the system
'ithout consi.e%able &inancial commitments. #he &inancial en/a/ement 'ith the
hotelie% is lo'e% because the tou% o$e%ato% .oes not $%e$ay any %ooms.
#he .isa.vanta/e &o% the tou% o$e%ato% is that he can con&i%m %ooms
'hich a%e not available as a %esult o& the &ollo'in/ %easons:
#he%e is a time /a$ bet'een the moment o& .e$letion o& available
%ooms in the hotel, the moment 'hen the tou% o$e%ato% is in&o%me. an.
the moment o& closin/ &o% sale the .ates in Auestion in the system o&
the tou% o$e%ato%. Fithin these &e' hou%s the%e is a $ossibility that a
clientCa/ent makes a bookin/ in the tou% o$e%ato%(s *+,S sho'in/
availability 'hich the tou% o$e%ato% con&i%ms. >&te% in&o%min/ the
hotel, the tou% o$e%ato% .iscove%s the $%oblem an. has to %e9ect the
bookin/ o% o&&e% an alte%native 'hich clients 'ill $%obably not acce$t
'elcomin/ly a&te% thei% .esi%e. hotel ha. been $%eviously con&i%me.
by the tou% o$e%ato%.
*ne an. the same numbe% o& hotels %ooms is on &%ee sale 'ith many
tou% o$e%ato%s 'hich &i%stly con&i%m the bookin/s to thei%
clientsCa/ents an. a&te% that in&o%m the hotelie%.
#he%e a%e seve%al 'ays to ove%come the .iscusse. .isa.vanta/e:
#he hotelie% has access to the a.minist%ation o& the tou% o$e%ato%(s
*+,S )the su$$lie%s( inte%&ace &%om =i/u%e "- an. can o$en an. close
.ates &o% sale 'ithout havin/ to in&o%m the tou% o$e%ato% 0 in this 'ay,
the time /a$ bet'een the .e$letion o& %ooms an. closin/ the .ates in
the tou% o$e%ato%(s system is .iminishe., an. the %es$onsibility &o% any
miscon&i%me. bookin/s is t%ans&e%%e. to the hotel.
#he hotelie% sets limits &o% the ma<imum numbe% o& %ooms 'hich can
be con&i%me. 'ith one bookin/ %eAuest.
"4
>nothe% .isa.vanta/e &o% the tou% o$e%ato% is that he cannot /ua%antee
&%ee %ooms in $e%io.s o& hi/h .eman. 0 De' Vea%, 7h%istmas, Iaste%, &ai%s,
con/%esses, Fo%l. cham$ionshi$s an. othe% s$ecial events.
#he a.vanta/e &o% the hotelie% is that the &%ee sale $%events the
ove%.e$en.ence on one o% &e' tou% o$e%ato%s because he can sell the same
%ooms th%ou/h la%/e numbe% o& inte%me.ia%ies 'ithout limitin/ his o'n
$ossibilities to sell %ooms to .i%ect custome%s.
Fith the allotment the hotelie% /ives the tou% o$e%ato% an e<clusive %i/ht
to sell s$eci&ic numbe% o& %ooms 'hich only the tou% o$e%ato% can sell, not even
the hotelie% himsel&. #his is the .i&&e%ence 'ith the &%ee sale 0 in the &%ee sale
one an. the same numbe% o& %ooms is sol. th%ou/h seve%al inte%me.ia%ies, 'hile
in the allotment this is .one only th%ou/h one. #he hotelie% cannot sell the
%ooms &%om the allotment even i& all othe% %ooms a%e booke.. In cha%te%
$%o/%ams the tou% o$e%ato% $%e$ays $a%tially )sel.om &ully- the allotment. In
cont%ast, 'hen allotment is cont%acte. &o% sale to in.ivi.ual )=I#- clients, the
tou% o$e%ato%s .o not $%e$ay the %ooms, but at the en. o& the month $ay only
sol. %ooms an., .e$en.in/ on the cont%act, a &ee &o% the unsol. %ooms &%om the
allotment. +o'eve%, i& the tou% o$e%ato% has to $ay all the %ooms &%om the
allotment %e/a%.less 'hethe% he 'as able to %esell them to othe% tou% o$e%ato%s
o% .i%ect custome%s o% not, 'e a%e talkin/ about a commitment cont%act 'hich
a%e no' becomin/ %a%e%.
#he a.vanta/e o& the allotment &o% the tou% o$e%ato% is that he /ua%antees
available %ooms 'ithin the allotment %e/a%.less o& the occu$ation level o& the
%est o& the %ooms in the hotel. Iven i& the hotelie% eventually closes &o% sale
some o& the %ooms in the allotment because o& %e$ai% 'o%ks, &o%ce ma9eu%,
s$ecial events o% othe%s, he in&o%ms the tou% o$e%ato% ea%ly enou/h to allo' him
to make necessa%y amen.ments in his o'n cont%acts an. %ese%vation system.
> .isa.vanta/e &o% the tou% o$e%ato% is the $%e$ayment o& %ooms, i& it is
mentione. in the cont%act, 'hich on the othe% si.e is the main a.vanta/e &o% the
"!
hotelie% 0 he %eceives &inancial %esou%ces in a.vance 'hich can be investe. in
mo.e%ni1in/ the accommo.ation establishment.
#he .isa.vanta/e &o% the hotelie% is his hi/he% .e$en.ence on tou%
o$e%ato%s( sales 0 he cannot sell the %ooms &%om the allotment. In this %e/a%.,
only $a%t o& hotel(s ca$acity is %ese%ve. &o% tou% o$e%ato%s( allotments, an. the
%est is &o% &%ee sale.
In the integrate )bac"-to-bac"+ *+,Ss one )secon.a%y o% built2on-
system is inte/%ate. 'ith anothe% )basic o% $%ima%y- system )=i/u%e 3-.
LLLLLLLLLLLLLLL
Inse%t =i/u%e 3. he%e
LLLLLLLLLLLLLLL
#he secon.a%y system is also kno'n as a Mmeta siteN )see
7h%isto.ouli.ou, 8%e'e% an. 7ount%yman, "446-. It sho's availability an. %ates
'ith a..itional ma%k2u$ &%om the basic system. Hany nuances e<ist .e$en.in/
on the .e/%ee o& inte/%ation bet'een the t'o systems. Osually the secon.a%y
system sho's availability an. %ates &%om the basic system, i.e. $a%tial inte/%ation
o& the .atabase mana/ement &unctions, but it mi/ht also sho' .esc%i$tions an.
$ictu%es o& hotels &%om it. In the &ull inte/%ation the bookin/s ma.e in the
secon.a%y system /o .i%ectly to the basic system 'ithout a..itional han.lin/
&%om the %ese%vation sta&& o& the tou% o$e%ato% 'ith the secon.a%y system
)inte/%ate. .atabase mana/ement an. han.lin/ o& active bookin/s &unctions-.
Fhen the bookin/ is con&i%me.C%e9ecte.Ccancelle. in the basic system its status
is also automatically chan/e. in the secon.a%y system. ,a%ely the a/ents an.
clients o& a secon.a%y system %eceive a vouche% &%om the $%ima%y system
)inte/%ate. han.lin/ o& .ocuments &unction-. >s &a% as 'e kno' )the
in&o%mation in this &iel. is to a /%eat e<ten. $%o$%ieta%y- the%e is still no
em$i%ical e<am$le o& inte/%ation o& han.lin/ o& $ayments &unctions bet'een
t'o %ese%vation systems )i.e. the use% o& the secon.a%y system $ays to its o'ne%
""
an. this %esults in an automatic $ayment &%om the o'ne% o& the secon.a%y
system to the o'ne% o& the $%ima%y system-.
=%om a technical $oint o& vie' the .esi/n o& a &ully inte/%ate. secon.a%y
system is labou%2consumin/ but once c%eate. it has the a.vanta/e o& easy
maintenance an. u$.atin/, because all chan/es in %ates, availability, name
chan/es o& hotels, .esc%i$tions, %ema%ks, han.lin/ o& bookin/s etc., is .one by
the tou% o$e%ato% 'ho o'ns the basic system. > .isa.vanta/e is that all mistakes
in these elements in the basic system 'ill be %e&lecte. in the secon.a%y system.
#he%e&o%e, the value o& the secon.a%y system .e$en.s on the value o& the
$%ima%y system.
Boo"ing aitional services&Dynamic !ac"aging
=%om a technical $oint o& vie' bookin/ a &li/ht, %ent2a2ca%, si/htseein/
tou%, $acka/e tou%, o% t%ans&e% is not somethin/ .i&&e%ent to hotel bookin/s. #he
bookin/ .etails o& the elect%onic %eAuest in the system may be .i&&e%ent but not
the $%inci$les &o% .esi/nin/ an. %unnin/ the system. =%om a ma%ketin/
stan.$oint, ho'eve%, the $ossibility &o% bookin/ a..itional se%vices in the
*+,S th%ou/h .ynamic $acka/in/ allo's use%s to c%eate thei% o'n $acka/es
)7a%.oso an. ;an/e, "446-. #his c%eates com$etitive a.vanta/e &o% systems
o'ne% an. a/ents, because the /%eate% &le<ibility, im$%ove. custome% se%vices
an. enla%/e. choice o& t%avel %elate. se%vices /ene%ate hi/he% custome%
satis&action an. la%/e% %evenue base. #he *+,S can be .ivi.e. into t'o /%ou$s
.e$en.in/ on thei% .ynamic $acka/in/ ca$abilities:
2 *+,S &o% hotel bookin/s only. Osually they belon/ to a hotel chain
)e./. R3S, R9S- o% local tou%ism ma%ketin/ o%/ani1ation )e./. R6S-. #hey limit the
use%(s choice o& hotels to $%o$e%ties belon/in/ to a hotel chain o% locate. in
s$eci&ic cityCa%ea.
- *+,Ss 'ith online bookin/s o& a..itional se%vices )e./. R"S, R!4S,
R!9S-. Sometimes, the %ates &o% online bookin/s o& a..itional se%vices
"3
a%e the same o% even hi/he% than the %ack %ates o& same se%vices 'hen
bou/ht on s$ot &%om the su$$lie%s, 'hich hin.e%s the online sales. #he
%eason is that most o& the se%vices a%e lo' $%ice. an. the commissionsC
ma%k2u$s .o not /ene%ate enou/h net income &o% the tou% o$e%ato% to
cove% the bookin/ costs. +o'eve%, tou% o$e%ato%s o&&e% thei% clients the
$ossibility to $%ea%%an/e local t%ans&e%s an. si/htseein/ tou%s, 'hich
%e.uces the $e%ceive. %isk o& the 'hole t%i$ an. o&&sets the sometimes
hi/he% than %ack %ates cha%/e. by the tou% o$e%ato%s.
Boo"ing limitations
Osually the ma<imum numbe% o& %ooms o% be.s in an *+,S that can be
booke. 'ith one bookin/ %eAuest is limite. in o%.e% to minimi1e the %isk o&
a/ents o% clients blockin/ too many %ooms at the hotel, thei% subseAuent
cancellation sho%t be&o%e the check2in .ate an. the im$ossibility to %esell the
%ooms to othe% a/ents o% clients. #he limitations mi/ht sometimes be ve%y
st%on/ an. the a/entsCclients cannot book mo%e than one o% t'o %ooms
simultaneously 'ith one %ese%vation )e./. R!6S-. *the% limitations inclu.e the
numbe% o& .ays to check2in .ate 'hen the use% can make a bookin/, o% the
$ossibility to make a %eAuest &o% hotel 'ithout allotment, i.e. to book on %eAuest
basis. Host o& the %ese%vation systems /ive the $ossibility to book on %eAuest,
but othe%s .o not )e./. R:S, R5S, R!6S-. #hey $%e.ominantly belon/ to hotel chains
an. a%e inte/%ate. 'ith the inte%nal in&o%mation an. %ese%vation systems o&
membe% hotels.
Issuing travel an boo"ing relate ocuments
Iach hotel bookin/ is accom$anie. by issuin/ seve%al .ocuments 'hich
may va%y &%om count%y to count%y but al'ays inclu.e a hotel vouche% an. an
invoice &o% $ayment. #hey can be $%e$a%e. an. issue. manually by the tou%
o$e%ato%(s em$loyees, o% by its a/ents )in this 'ay they also act as tou%
":
o$e%ato%s an. not as t%avel a/ents-. In o%.e% to avoi. mistakes, some systems
)e./. R"S, R8S- $%ovi.e the &unction Mhan.lin/ o& .ocumentsN, 'hich allo's
inte%nal an. e<te%nal use%s to issue vouche% .i%ectly &%om the system. >n
elect%onic invoice an.Co% c%e.it ca%. autho%i1ation &o%m mi/ht also be issue.
an. $%inte. &%om the system.
Issuin/ t%avel an. bookin/ %elate. .ocuments is not a s$eci&ic
cha%acte%istic o& *+,Ss. Systems may o&&e% o% not this o$tion but .oin/ so they
&ollo' the $%inci$le o& ease o& use an. inte/%ity o& *+,Ss .esi/n, &acilitate the
bookin/ $%ocess an. achieve com$etitive a.vanta/e.
/nline !ayments
*nline $ayments a%e anothe% non2s$eci&ic cha%acte%istic o& *+,Ss. #he
$ossibility &o% an online $ayment is a &unction that c%eates value a..e. &o% the
use% an. &acilitates the $%ocess o& $ayments han.lin/ an. accountin/. In this
situation, clients may not even inte%act 'ith any em$loyees. +o'eve%, online
$ayments &unction has a hi/h $e%ceive. %isk )Dysveen, "443- an. %aises the
Auestions o& secu%ity o& t%ansactions an. $%ivacy o& clients( in&o%mation )&o%
&u%the% .iscussion an. a $ossible solution o& the $%oblem see Ba%&inkel an.
S$a&&o%., "44!-. *ne 'ay to inc%ease the t%ust to the system(s secu%ity is to
elabo%ately e<$lain to clients all the actions un.e%taken to ensu%e the
t%ansactions an. the $%ivacy o& in&o%mation 'hich is in a .i%ect connection 'ith
the custome% con&i.ence .ete%minant o& online consume% e<$e%ience an. the
$%inci$le o& in&o%mation t%ans$a%ency )e./. #%avelocity(s Secu%ity Bua%antee:
R!9S 0 link to Security 1uarantee-.
2ar"et intelligence
*ne o& the im$o%tant as$ects in the *+,S .esi/n is the level o& ma%ket
intelli/ence that the system $%ovi.es. 7u%%ent inte%net technolo/y /ives un$%e2
ce.ente. o$$o%tunities &o% ma%ket in&o%mation /athe%in/ )*(7onno%, "44-. #he
"5
mo%e .etaile. the in&o%mation that the system $%ovi.es, the mo%e in&o%me. the
ma%ket .ecisions o& its o'ne%. Some o& the statistics .etaile. by a/ent, custom2
e%, su$$lie% an. .estination that the system coul. $%o.uce &o% its o'ne% mi/ht
be:
numbe% o& visits $e% month
numbe% o& bookin/s
moneta%y value o& booke. %ooms
ave%a/e %ate $e% booke. %oom
st%uctu%e o& bookin/s by a/ents, su$$lie%s, an. .estinations
sta% cate/o%y o& booke. $%o$e%ties
bookin/ lea. time )numbe% o& .ays bet'een bookin/ .ate an. check2
in .ate-
c%e.it limit outstan.in/
ave%a/e stay, etc.
=o% 8"8 systems the ma%ket intelli/ence is &ai%ly easy, because use%s
shoul. lo/2in to the system in o%.e% to book %ooms. #hat is not the case 'ith the
8"7 systems. In this %e/a%., *+,S o'ne%s .evelo$ loyalty $%o/%ammes that
stimulate use%s to lo/2in to the system an.Co% ente% thei% loyalty ca%. numbe%
.u%in/ the %ese%vation $%ocess in o%.e% to /ain $oints. 7ookies can also be use.
&o% the same $u%$ose )*(7onno%, "44-. +o'eve%, thei% .isa.vanta/e is that
they can be easily .elete. &%om the #em$o%a%y Inte%net =iles &ol.e% o& the use%(s
com$ute%, the same use% can book th%ou/h .i&&e%ent com$ute%s o% the same
com$ute% be use. by .i&&e%ent use%s. #he%e&o%e, the .ata $%ovi.e. by the loyalty
ca%.s has much hi/he% utility &o% the system(s o'ne% than the .ata &%om the
cookies.
Customer %eebac" ca!abilities
"
*ne o& the .imensions o& inte%activity is the custome% &ee.back
ca$abilities 0 custome% %evie' $lat&o%ms an. blo/s. #hey stimulate custome%s to
sha%e thei% e<$e%ience 'ith othe% use%s about $a%ticula% hotels. #hese %evie's
in&luence custome% choice but can be sub9ect to mani$ulation by inclusion o&
&alse %evie's )*(7onno%, "448-. > solution mi/ht be to %eAui%e lo/2in in o%.e%
to $ost a %evie' an. a.ministe%in/ the %evie's )in o%.e% to avoi. ba. lan/ua/e
an. $ostin/ e<te%nal links 'ith sites 'ith se<ual, %eli/ious, $olitical o% othe%
sensitive content-.
.itional %eatures
>..in/ online ma$s, b%ochu%es, t%avel /ui.es, 'eathe% &o%ecasts, t%avel
ti$s, use&ul links, sea%ch en/ines an. othe% a..itional &eatu%es to the system
&acilitates the 'o%k o& the t%avel a/ent an. the choice o& a .estination an. a
hotel by the client )e./. R3S, R!5S- an., the%e&o%e, c%eates a..e. value &o% the
e<te%nal use%s. +o'eve%, u$.atin/ the in&o%mation %eAui%es human, tem$o%al
an. &inancial %esou%ces. #hat(s 'hy the ma%/inal bene&its &%om a..in/ these
&eatu%es )the $%o&its &%om the a..itional bookin/s they 'ill /ene%ate- must be
'ei/he. a/ainst the ma%/inal costs &o% thei% maintenance. Ho%e %esea%ch is
nee.e. to cla%i&y the %ole o& these a..itional &eatu%es in the selection o& *+,S
by the t%avel a/ents an. by the en. consume%s.
#hese a%e some o& the most im$o%tant ma%ketin/ .ecisions to be taken in
the system(s .esi/n $%ocess. #hey a%e inte%connecte. an. the%e is no sin/le
co%%ect solution to any .esi/n $%oblem. >s a conseAuence, the%e is a /%eat
va%iety o& *+,Ss in the Inte%net 'ith .i&&e%ent .esi/n, access, o%ientation,
o&&e%e. se%vices an. a..itional &eatu%es.
D$sc#ss$" a"! c"c*#s$"
"6
#able " summa%ise. the .iscussion above &%om the vie' $oint o& the
consume% an. his buye% behaviou%. #he sta/es in the consume% buye% behaviou%
an. the co%%es$on.in/ $hases an. sta/es in the bookin/ $%ocess a%e matche.
'ith the system(s .imensions, .esi/n $%inci$les an. main ma%ketin/ .ecisions.
LLLLLLLLLLLLLLL
Inse%t #able ". he%e
LLLLLLLLLLLLLLL
#he %eco/nition o& the t%avel nee. is beyon. the cont%ol o& the *+,S,
because use%s visit such systems 'hen they al%ea.y have %eco/nise. the nee..
+o'eve%, the system(s .esi/n has /%eat im$act on the othe% : sta/es in the
consume% behaviou% 0 in&o%mation sea%ch, evaluation o& alte%natives, $u%chase
an. $ost2$u%chase behaviou%:
In%ormation search 0 %elates to the $%ovision o& in&o%mation acco%.in/
to the t%avel nee.s o& the use%. #his co%%es$on.s to the in$uttin/ in the
system o& stay %eAui%ements by the use%s ).estination, check2in .ate,
check2out .ate, numbe% o& %ooms, ty$es o& %ooms, s$eci&ic location an.Co%
hotel &acilities, $%ice, cate/o%y, etc.-. =%om a ma%ketin/ $e%s$ective the
e&&ectiveness o& the in&o%mation sea%ch 'ill .e$en. on the access %i/hts
/%ante. to the use%s, the sco$e o& o&&e%e. $%o$e%ties in the system, the
Auality o& the in&o%mation about the $%o$e%ties, the Auality o& the so&t'a%e
an. the 'ebsite .esi/n that &acilitates the use o& the system an. sim$li&ies
the sea%ch $%ocess. #he most im$o%tant .esi/n $%inci$les %elate to the
ease o& use, in&o%mation t%ans$a%ency an. su&&iciency, that 'ill hel$ use%s
/athe% enou/h in&o%mation to make an in%orme .ecision about the choice
o& accommo.ation. Fhen the system inte/%ates .atabases &%om othe%
systems its so&t'a%e shoul. also be com$atible 'ith the so&t'a%e o& these
systems. #he ma9o% ma%ketin/ .ecisions %e&e% to the elements o& the
bookin/ 0 %oom invento%y, 8"8 o% 8"7 system, net o% commissionable
%ates, bookin/ limitations. +o'eve%, as note. above, the 'ebsite shoul.
"8
also be able to /athe% ma%ket intelli/ence in&o%mation about the sea%ches
o& s$eci&ic use%s.
$valuation o% alternatives 0 %elates to the com$a%ison o& .i&&e%ent
accommo.ation o$tions available to the use% acco%.in/ to the s$eci&ie.
sea%ch c%ite%ia. In a..ition to the Auality o& in&o%mation an. sco$e o&
o&&e%e. $%o$e%ties, t'o othe% system(s .imensions a%e c%ucial 0 $%ice
com$etitiveness an. t%ust. #he .esi/n $%inci$les %e&e% to the in&o%mation
su&&iciency an. t%ans$a%ency because they .i%ectly co%%es$on. to the
$sycholo/ical $%ocessin/ o& in&o%mation by the use% 'hen evaluatin/
alte%native accommo.ation o$tions.
'urchase 0 %e&e%s to the selection an. check out $hases in the bookin/
$%ocess. #he use% com$letes the bookin/ 'ith the /uest an. $ayments
.etails an. con&i%ms the %ese%vation. #he%e&o%e, the main ma%ketin/
.ecisions %elate to the issuin/ o& t%avel an. bookin/ .ocuments an. online
$ayments. >/ain, in&o%mation shoul. be su&&icient an. t%ans$a%ent, but
use%s shoul. t%ust the system, othe%'ise they 'ill not use it at all.
'ost-!urchase behaviour. #he use o& the *+,S .oes not &inish 'ith the
en. o& the bookin/ $%ocess but continues a&te% the stay o& the custome%.
+e mi/ht &in. some o& his e<$e%iences e<cee.in/ o% &allin/ sho%t o& the
initial e<$ectations &o%me. by the in&o%mation $%ovi.e. in the system.
#his %eAui%es that the system has custome% &ee.back ca$abilities that can
hel$ use%s $%ovi.e &ee.back about they stays at the $%o$e%ties. #h%ou/h
the ma%ket intelli/ence o$tions o& the system these &ee.backs can be
a//%e/ate., summa%ise., an. use. by the system(s o'ne% to motivate
.ecisions about in.ivi.ual $%o$e%ties 0 ne/otiate hi/he% allotment, .%o$
the hotel &%om the system, $%omote mo%e actively. =u%the%mo%e, custome%
%evie's, 'hen $ositive, can be use. as a %e&e%ence an. %ecommen.ation
o& s$eci&ic $%o$e%ties.
"9
#he *+,S .esi/n is a $%ocess that must involve ma%ketin/ $%o&essionals
as 'ell as so&t'a%e .evelo$e%s. #he %eason is that technically $e%&ect 'ebsite
.esi/n can be catast%o$hic &%om a ma%ketin/ $e%s$ective i& it .oes not $%ovi.e
e<cellent online custome% e<$e%ience an. .oes not stimulate bookin/s. #he
o$$osite is eAually t%ue: $e%&ect &%om a ma%ketin/ $oint o& vie' 'ebsite mi/ht
be im$%actical, consi.e%in/ the cu%%ent state o& Inte%net technolo/y, o% ille/al,
consi.e%in/ the $e%sonal in&o%mation $%otection le/islation. +o'eve%, the
system must /ene%ate bookin/s an. this is the only c%ite%ion 'hethe% it is
success&ul o% not. =u%the% %esea%ch can &ocus on the $%o&it im$act o& the *+,S(s
.esi/n &eatu%es an. she. li/ht ho' the .i&&e%ent ma%ketin/ .ecisions .iscusse.
in the $a$e% in&luence the &inancial $e%&o%mance o& the %ese%vation system(s
o'ne%. #he to$ic can be e<ten.e. to inclu.e the .esi/n o& online %ese%vation
systems o& tou%ism an. t%avel %elate. se%vices 0 t%ans$o%tation )ai%, bus, %ail, an.
&e%%yboat tickets-, %ent2a2ca%, sche.ule. an. tailo%2mai. si/htseein/ tou%s,
t%ans&e%s, $acka/e tou%s. >lthou/h some com$anies $%ovi.e the $ossibility to
book most o& the mentione. se%vices online, each se%vice has its o'n s$eci&ic
&eatu%es 'hich $ose s$eci&ic %eAui%ements to the .esi/n o& its %es$ective
%ese%vation system.
Re(ere"ces:
!. 8ainb%i./e, >. )"44"- 3otel ate entry esign an usability re!ort. #%avel
O7D. O,;:
htt$:CC'''.tou%cms.comCcom$anyC%esea%chC$.&C.ate_ent%y_hotel_9uly"44".
$.& )>ccesse. "3.4"."449-
". 8ainb%i./e, >. )"443a- 3otel boo"ing !rocess esign an usability. #%avel
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ua%y"443.$.& )"3.4"."449-
34
3. 8ainb%i./e, >. )"443b- 3otel search esign an usability re!ort. #%avel
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& )"3.4"."449-
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58. O%ban, B., =. Sultan, F. ?. Pualls )"444- Placin/ t%ust at the cente% o& you%
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Se*ecte! "*$"e ,te* reser%at$" syste)s-
D>E.htt!:&&amaeusvista.com
D*E.htt!:&&rs.gta-travel.com
D3E.htt!:&&###.accorhotels.com
DAE.htt!:&&###.best#estern.com
D4E.htt!:&&###.ehotel.e
DFE.htt!:&&###.eG!eia.com
DHE.htt!:&&###.%ran"%urt-tourismus.e
DCE.htt!:&&###.goglobal-travel.com
D9E.htt!:&&###.hilton.com
D>0E.htt!:&&###.hotel-bes.com
D>>E.htt!:&&###.hrs.com
D>*E.htt!:&&###."uoni-incoming.com
D>3E.htt!:&&###.marriott.com
D>AE.htt!:&&###.mi"i.co.u"
D>4E.htt!:&&###.octo!ustravel.com
D>FE.htt!:&&###.orbit(.com
D>HE.htt!:&&###.regetel.%r
D>CE.htt!:&&###.s!ecialtours.gr
D>9E.htt!:&&###.travelocity.com
36
D*0E.htt!:&&###.tri!avisor.com
D*>E.htt!:&&###.tsh-hotels.com
38
Tab*e ./ Access r$',ts ( OHRS #sers
F#"ct$"a* e*e)e"ts a"! act$%$t$es
Access r$',ts ( #sers
S#++*$ers I"ter"a* #sers A'e"ts C*$e"ts
Database mana/ement
hotel escri!tions an !ictures + +
allotment control + +
vie#ing !ast reservations + + + +
eiting contact etails o% users + + + +
!rices control + +
eiting remar"s an s!ecials conitions on boo"ings + +
+an.lin/ o& active bookin/s
in!utting boo"ing reIuests + + +
amenments o% active boo"ing reIuests + + +
sening reIuests to su!!liers +
changing status o% boo"ings + +
in!utting boo"ing reIuests %or alternative hotels )i%
the originally reIuire is not available+
+ +
+an.lin/ o& .ocuments
invoicing + + +
issuing vouchers + + +
issuing customer contracts + + +
+an.lin/ o& $ayments
hanling creit car authori(ation + + + +
Tab*e 0/ Mar&et$"' +ers+ect$%e $" OHRS !es$'"
Sta'es $" c"s#)er
b#yer be,a%$#r
P,ases a"! sta'es $" t,e
b&$"' +rcess
.
OHRS1s !$)e"s$"s Mar&et$"' +r$"c$+*es (r
OHRS !es$'"
Mar&et$"' !ec$s$"s (r
ORHS !es$'"
,ee recognition 2 2 2 2
In%ormation search Phase ! 0 Search an
evaluation
In$ut stay %eAui%ements
Ose%s 'ith access %i/hts
=unctions
Puality o& in&o%mation
Puality o& so&t'a%e an.
'ebsite .esi/n
Sco$e o& o&&e%e. $%o$e%ties
Iase o& use
In&o%mation su&&iciency
In&o%mation t%ans$a%ency
7ustomisation
Iase o& u$.atin/
7om$atibility
8"8 C 8"7 system
Det o% commissionable
%ates
,oom invento%y
>..itional se%vices
8ookin/ limitations
Ha%ket intelli/ence
>..itional &eatu%es
$valuation o%
alternatives
Phase ! 0 Search an
evaluation
7om$a%e an. evaluate
%esults
Deci.e
Puality o& in&o%mation
Sco$e o& o&&e%e. $%o$e%ties
P%ice com$etitiveness
#%ust
In&o%mation su&&iciency
In&o%mation t%ans$a%ency
Det o% commissionable
%ates
,oom invento%y
>..itional se%vices
8ookin/ limitations
'urchase Phase " 0 Selection
Select hotel, %oom an.
%ate
Select a..itional %ooms
an. %ates
Phase 3 0 Chec"out
In$ut /uest .etails
In$ut $ayment .etails
7on&i%m %ese%vation
Ose%s 'ith access %i/hts
=unctions
Puality o& so&t'a%e an.
'ebsite .esi/n
#%ust
Iase o& use
In&o%mation su&&iciency
In&o%mation t%ans$a%ency
7ustomisation
7om$atibility
8"8 C 8"7 system
Det o% commissionable
%ates
,oom invento%y
>..itional se%vices
8ookin/ limitations
Issuin/ t%avel an. bookin/
%elate. .ocuments
*nline $ayments
Ha%ket intelli/ence
'ost-!urchase behaviour 2 =unctions
Puality o& in&o%mation
Puality o& so&t'a%e an.
'ebsite .esi/n
Iase o& use
In&o%mation su&&iciency
In&o%mation t%ans$a%ency
Inte%activity
Ha%ket intelli/ence
7ustome% &ee.back
ca$abilities
!
>s .e&ine. by 8ainb%i./e )"443a-
System(s value
&o% its o'ne%
System(s usa/e
System(s
com$etitiveness
Ha%ketin/ .ecisions
Desi/n $%inci$les
Ha%ketin/ mo.el o&
the system
#echnical mo.el o& the
system
P%ima%y
level
Secon.a%y
level
=eatu%es
2ar"eting !ers!ective
o% an /3-S
7echnical !ers!ective
o% an /3-S
F$'#re ./ C"ce+t#a* %a*#e )!e* ( a" "*$"e ,te* reser%at$" syste)
*the% *+,Ss
8ookin/s, %evenues
#he system as an asset
F$'#re 0/ Mar&et$"' )!e* ( a" "*$"e ,te* reser%at$" syste)
+an.lin/ o& active bookin/s
Database mana/ement
+an.lin/ o& .ocuments
+an.lin/ o& $ayments
$Gternal users
Su$$lie%s(
inte%&ace
$Gternal users Internal users
7lients(
inte%&ace
>.minist%ation
inte%&ace
Users w$t, access r$',ts
F
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s
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inte%&ace
$Gternal users
2#a*$ty ( s(tware a"! webs$te !es$'"
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WHO3 Users #ith access rights
WHAT3 5unctions
HOW3 :uality o% so%t#are, #ebsite esign an in%ormation
WHETHER3 'rice com!etitiveness, sco!e o% o%%ere !ro!erties an trust in the system

+an.lin/ o& active bookin/s
Database mana/ement
+an.lin/ o& .ocuments
+an.lin/ o& $ayments
$Gternal
users
Su$$lie%s(
inte%&ace
$Gternal
users
Internal
users
7lients(
inte%&ace
>.minist%ation
inte%&ace
Users w$t, access r$',ts
F
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inte%&ace
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