Analysis of Central Americas Hotels Regarding the Utilization of the Internet as a Sales and Communication Channel, 2016

The study Analysis of Central Americas Hotels Regarding the Utilization of the Internet as a Sales and Communication Channel outlines major elements a hotel, or small business in general, can implement to maximize visibility and revenue through the internet channel: from free business listings in Google, free business pages in Facebook, paid advertisement, etc.
Analyzing 200 hotels and their engagement with the online channel, the study surfaces quick win tasks, best practices as well as Do's and Don'ts while addressing concerns of business owners of presenting too much information online.
With this study, a hotel will be able to self-evaluate its own performance in the internet channel, identify opportunities to increase bookings and revenue as well as customer experience and customer loyalty. The hotel will also be able to identify methods to become less dependent on Online Travel Agencies (OTAs) and to build additional sources of revenue as well as realizing cost savings.
Applying a rating method that encompasses all relevant elements to presenting a hotel successfully online, the study also introduces a key performance indicator: OPR - Online Performance Rating. The OPR results allow identifying best-in-market players that engage the internet channel more than others, this providing real-life examples for other businesses to apply me-too strategies.

The goal of the study is to help hotels in Central America to become competitive among the remaining Americas, help hotel owners to increase revenue and creating jobs and ultimately allowing more people to recognize Central America as a wonderful vacation destination with amazing landscapes and cultures.

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