El impacto de los buscadores en la cadena de valor de la distribución hotelera
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Internet es un canal de ventas muy importante para las empresas en general, pero se está volviendo cada vez más fundamental para la industria de viajes. La aparición de Internet ha aumentado la complejidad de la distribución de viajes y ha creado nuevos intermediarios y nuevos medios de distribución que en algunos casos han llevado a un aumento en los costos de distribución. Sin embargo, también ha hecho mucho más fácil para los proveedores vender directamente a los consumidores. Podemos decir que Internet no solo ha revolucionado la forma en que los proveedores de viajes venden sus productos, sino que
también ha cambiado la forma en que los clientes planifican y reservan sus viajes, estimulando la creación de sitios web diseñados para satisfacer las necesidades de los viajeros en línea. En este cambio en el comportamiento del consumidor, los motores de búsqueda han jugado, juegan y continuarán desempeñando un papel muy importante. Este documento analiza el uso masivo de los motores de búsqueda y su impacto en la cadena de valor en la distribución de viajes, las implicaciones para cada uno de los participantes en la cadena de valor y las repercusiones que los cambios están causando en la gestión de los sitios web de las empresas de viajes que cada vez más ven los motores de búsqueda como la herramienta más importante para la venta directa a los consumidores.
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