AboutAnywhere.com Launches PPC Model

  • AboutAnywhere.com
  • 04.24.09
AboutAnywhere.com has implemented an additional facet to its online distribution model – pay-per-click (PPC) advertising for its hotel partners.

Initially, a fixed-fee PPC model will be utilized, allowing selected placement for the hotel’s profile within the hotel’s destination page. An auction-based PPC model is under development and until it is launched, placement will be based solely on a first-come, first-served basis. 

The launch of the PPC model will supercharge AboutAnywhere.com’s efforts to connect its hotel partners with consumers.  Since the company focuses on the hotel industry, consumers visiting the Web site are only interested in searching for and reserving hotel rooms – making AboutAnywhere.com’s PPC advertising platform one of the most targeted ways to reach potential hotel guests.

“As more independent hotels and hotel chains have taken advantage of our http://aboutanywhere.com/add-your-hotel/ [Free Hotel Profiles] (which include a direct link to the hotel’s Web site), a natural demand for preferred sort order placement (of the profiles) has been created.  By allowing hotel partners participating in the PPC program to appear in the top five positions within each destination page, the site generates enough revenue to reinvest into efforts to drive even more commission-free bookings back to the hotels,” said CEO Ashwin Kamlani.  “We’ve listened to our preferred hotel partners and have designed the PPC model, along with other projects we have in the works, to meet their needs.  AboutAnywhere.com is committed to becoming the most hotel-friendly Web site in the world and we will continue to work with the hotel industry to implement solutions that make sense for both us and the industry.”

Hotels that do not wish to participate in the PPC advertising model, but would still like first page placement on their hotel’s destination page, may purchase featured listings for a flat annual fee.  “There have been many questions surrounding how AboutAnywhere.com makes money,” said Kamlani.  “It’s really not a secret.  Hotels can join for free and receive direct bookings without paying any commissions or fees, but we have many hotels that want to appear at the top of the search results and are willing to pay for that.  This model allows us to reinvest into driving traffic, sustain our business, and still provide a free solution for those who need or prefer it.”

PhocusWright and Forrester Research have both confirmed that travelers may window shop for hotels on the sites of online travel agencies and then go to the hotel’s actual Web site to complete their reservations.  AboutAnywhere.com facilitates that process by providing the traveler with a click through from the hotel’s profile directly to the hotel’s Web site – eliminating one step in the reservation process and aiding in shortening the bridge between hotels and their guests.

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