Hotel Marketing Glossary
Use the glossary to understand common terms used in the hospitality and marketing industries,
including SEO and social media, hotel terminology, and more.
Average Daily Rate: The average price for each occupied room in a day. ADR is calculated by dividing room revenue by rooms sold.
- Certificate of Excellence (TripAdvisor)
Hotels that receive a high number of 4- and 5-star reviews may receive the TripAdvisor Certificate of Excellence. This award automatically displays on a hotel's business page on TripAdvisor. Winning the CoE can help increase profile views and bookings from TripAdvisor.
Read more about how to earn the TripAdvisor Certificate of Excellence.
- Featured Snippet
A featured snippet is an answer to a simple search query that a searcher can read without leaving the SERP. This information is extracted from a website and displayed at the top of the search results.
- GreenLeaders (TripAdvisor)
Hotels that have taken eco-friendly measures can apply to receive the GreenLeaders award from TripAdvisor. Eco-friendly or green practices measured by TripAdvisor include energy tracking, recycling, and staff training.
To read about all six essential green practices and learn how to apply, read our Guide to TripAdvisor Awards.
- Organic traffic
Web visitors who find websites through search queries and not by clicking on paid ads are organic traffic. Websites appear in the SERP for queries if the content on their website is relevant to answer the search. Websites can improve their organic traffic by publishing relevant content and improving SEO.
Online Travel Agent: 3rd party websites that sell hotel rooms, rental cars, flights, and other vacations. OTAs usually have a contract with hotel and airline companies to be able to offer the reservations for less money to travelers, since they are helping the travel companies book reservations. Examples of OTAs include Expedia, Trivago, and Priceline, though other websites including Google and TripAdvisor also offer the ability to book hotels.
Pay-Per-Click: PPC refers to a type of online advertising, where the advertiser pays per click their ad received. It can also be referred to as cost-per-click (CPC). PPC often refers to ads on search engines like Google and Bing, but PPC ads can also be purchased on social networks like Facebook and Twitter.
- Responsive Design
A webpage that responds to a user's device and screen size is created with responsive design. Responsive websites provide users with the same experience whether they are viewing the page on a desktop computer, smartphone, or tablet. Responsive design refers both to the visual components and the user capabilities. While mobile design may have a simpler appearance for smaller screens, responsive websites should still allow the user to achieve the same tasks, such as click to call buttons and booking capabilities.
- Rich Cards
Rich cards are a type of search engine results snippet that includes a photo and more information than a search result. A rich snippet will sometimes appear as a carousel on mobile that a user can swipe through. For hotels, rich snippets include a map with rates, listings with review ratings, and an additional feature, like "Free Wi-Fi" or "Pet Friendly." Users can check availability, navigate to TripAdvisor, and filter hotel results from the rich card.
Search Engine Marketing: Building website traffic from search engines through both paid and unpaid methods. Search engine marketing consists of PPC advertising and improving organic search listings with SEO.
- Sentiment Analysis
A report on content written (such as online reviews) that categorizes text into common topics and whether the sentiment is positive or negative. Sentiment analysis can be generated by a computer or by hand.
Read more about Hotel Sentiment Analysis.
Search Engine Optimization: SEO is the factor that helps drive organic (non-paid) traffic to websites. A website with good SEO will appear higher in search results than other websites for relevant search queries. Website SEO can be improved with quality content, relevant links, use of keywords in the content, and responsive design.
Search Engine Results Page: The page of results shown based on a search query. When searching for something on Google or Bing, the results page is the SERP. In addition to organic search results, a SERP may contain paid advertising and quick answers in Featured Snippets and Rich Cards before the organic results.
- Targeted Advertising
Targeting in advertising refers to selecting who to show ads to based on a set of traits. Targeting can be focused on age, income, and gender, or more specifically based on values identified by on online behaviors. Online advertisers can target consumer's values, education level, employment, lifestyle, purchase history, browser history, and more. Targeting ability varies based on the advertising platform.