THE ABC OF ELECTRONIC DISTRIBUTION

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ADS (Alternative Distribution System)

This term generally refers to hotel sales via the Internet. It is also a synonym for distribution via 3rd party websites. (also see IDS and OTAs)

AdSense (Google)

AdSense (a Google service) enables targeted, context-related advertising (via text, picture or video) on websites. As advertisements are targeted, the click rates can be increased and the website’s owner receives interest of profit for advertisements. AdSense is the counterpart of Google’s AdWords (s. definition).

AdWords (Google)

This Google service enables targeted keyword-advertising. The advertisements must meet special requirements e.g., the headline should not exceed 25 characters and the text should not have more than 35 characters. AdWords advertising campaigns can be found on Google search, Google advertisement network and Google network display.

Alt-Text (also known as alternative text)

A technical functionality of a website page, e.g. to describe pictures. This technique enables search engines to read specific document types which cannot be recognized otherwise.

Anchor Text

The anchor text refers to the text that composes a link to another web page or resource. Example: In the following HTML link,
www.example.com">My Example
the words "My Example" are the anchor text.
Search engines often look at anchor text to determine what the link is about and thus infer the subject of the site to which the link points. It is widely believed that placing keywords in anchor text helps search engine ranking.

Allocations Management

In the hospitality industry, allocation is often used when optionally holding a number of rooms for a customer that can be picked up based on specific terms and conditions. Usually, hotel allocations are given to foreign inclusive tours wholesalers in order to be integrated in tour operator programs while gaining exposure in foreign markets alongside the competition and giving tour operators commitment to some availability in return.

Auction Site

A website, where the price of a product or service is determined by the winning bid. Examples are Ebay and Name Your Own Price (Priceline).

Average Daily Rate (ADR)

Total room revenue divided by number of rooms sold e.g., EUR 20,000 / 250 rooms sold = EUR 80 average daily rate.

Average Length of Stay (ALOS)

Total number of room nights divided by number of reservations e.g., 100 RN / 50 RES = 2 nights AVLOS.