Abstract
Rapid development of technology has caused a dramatic change at marketing and purchase types of products in the last 20 years. This change which is also characterized by the growing rates of internet usage and online sales has affected hotel enterprises like all other business. Especially, intensive usage and accessibility of internet has established a dynamic web based platform where the hotel enterprises can easily market their services in which the consumers can access those services quickly, easily and cheaply. These web-based platforms named as on-line sales channels (OSCs) show an upward trend as an alternative to traditional marketing. However, today OSCs have become comparable for both end-users and channel managers as a result of the growing number of such platforms. And this fact has made the knowledge standardization obligatory in terms of marketing ethics, marketing style and on-line sales agreement. At this point, Channel Manager System (CMS) has become as a way of knowledge standardization for the hotel enterprises. Usage of CMS has made the management of relevant processes easier by enabling fast & easy update of necessary information, pictures, daily activities and prices in hotels. Within this context, this study examines contributions and amenities of CMS in terms of OSCs with an application which is currently used in a thermal hotel.
Highlights
Recent developments in information technologies, reaching and using information and rapid developments in interactive communication turned the world into a global village and necessitated to make a new definition of goods and services production and other business activities
An individual‘s search on the internet about hospitality industry takes place before deciding where to go for holiday.Internet users‘ web searches for accommodation purposes have increased 26% in 2014 compared to 2013.Internet usage rates for business oriented travel is 69% and for leisure purposes is 65%.According to realized holiday rates, 60% of users made their first search on internet (Google Travel Study, June 2014)
Authorized Channel Manager System (CMS) operator of the hotel. Another important contribution of CMS is its feature to provide regular information about the competitors in the region.CMS authorities analyze the region where the hotel operates, weekly, monthly and seasonally, and provide detailed reports for the occupancy rates and prices about the other hotels in the region.the hotels can follow the region without showing any effort and they can develop proactive marketing strategies in short time.Information given by CMS authorities about the near future events which may come up in the region enhances the success of proactive marketing strategies and its efficiency.In this process, while CMS develop strategies and applications in order to increase its sales amounts, it contributes to the sales of the hotels and it boosts the visibility of the hotel on meta-search engines. Another advantage of CMS for hotel enterprises is its convenience for reservations and invoicing.In situations where hotels do not use CMS, they accept reservations through numerous online sales channels and have to update their room quotas instantly according to accepted reservations.Management of reservations become much more difficult when individual reservationsadded to online ones
Summary
Recent developments in information technologies, reaching and using information and rapid developments in interactive communication turned the world into a global village and necessitated to make a new definition of goods and services production and other business activities. Some problems arising from the emergence of different information sources cause disruptions in the activities of businesses in the field, problems related to ethics and a damage to image of the businesses.For this reason, it is imperative to develop applications for the use of both businesses and tourists which will enable effective use of internet and web page. Within this context, the aim of the study is to present the convenience and benefits of channel manager system through the booking and registration processes both for tourists and hotel enterprises with an example at a thermal hotel
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