REVinsight

The page the consumer is actually landing on as a result of clicking on a listing in search.

An assessment of sameness between keywords specified by a consumer in a search and keywords specified by a supplier in a search-­‐engine marketing campaign. There are three matching types: broad, phrase, and exact.

Sales in which suppliers target qualified groups, such as senior citizens, children, military members, AAA members, and others, offering them special rates.

A business model used by some OTAs in which the consumer pays the OTA and the OTA pays the supplier (a hotel, for example), keeping a percentage of the cost as a commission.

A Web site that searches all the OTAs on behalf of the consumer and displays the best available prices.

A keyword a supplier adds to a search to exclude sites that are not of interest.

The form of bidding that provides the least product information to the consumer and, to compensate, offers the lowest prices on the opaque OTA spectrum.

A type of opaque selling that provides more hotel-­‐specific information to the consumer, and so in general involves slightly higher prices than standard opaque selling.

A guarantee that the consumer will be quoted the same price for the same product regardless of where the consumer shops.

A business model used by some OTAs in which the consumer pays the supplier directly, and the supplier sends a commission check to the OTA after the transaction is complete.

A means of online marketing in which suppliers pay search engines to have their information displayed in consumer search results.

The process of improving one's position in organic search results.