FEATURES OF INTERNET ADVERTISING OF HOTEL BUSINESS ENTERPRISES IN THE UKRAINIAN INTERNET SEGMENT

Abstract

The article analyzes the use of the main types of Internet advertising by hotel business enterprises. The peculiarities of the use by hotel business entities in the Ukrainian Internet segment of such types of Internet advertising as search optimization of the hotel website, «Google My Business» service, contextual advertising, partnership with online reservation services, advertising in social networks are given. Basic requirements for the website of the hotel enterprise are generalized. Such indicators of ease of use of the site as easy availability of basic information, cross-browser compatibility, download speed and others are described. Recommendations for the modern design style of the hotel website are given. The expediency of multilingual hotel website is substantiated. The main components of the information content of the website of the hotel enterprise are described - the conditions of booking and accommodation, the appearance of the rooms, information about the location of the hotel, etc. The main requirements for the hotel website were analyzed. On the basis of statistical data of thematic search queries in Ukrainian and foreign languages, the relevance of attracting thematic traffic to the hotel website in both Ukrainian and foreign languages has been proven, and recommendations for the implementation of such attraction have been given. Such means of obtaining foreign language traffic by the site as creating foreign language mirrors of the hotel site and including foreign language key phrases in the metatags and pages of the site are described, which allows to increase the visibility of the site in search engines by expanding its semantic core and increasing positions in thematic search results. The peculiarities of the use of the contextual advertising to attract potential hotel customers were studied and its advantages and disadvantages were described. The specifics of contextual advertising in the Ukrainian Internet segment are determined, in particular, the need for separate adjustment of this type of advertising in the google.com and google.com.ua push systems. Advertising formats and specifics of advertising of the hotel enterprises in social networks are described. The specifics of the using the «Google My Business» service for advertising hotel enterprises are analyzed in detail. Recommendations are given for registering a hotel business enterprise in this service and administering of the created account is made. Reasoned Recommendations regarding the content and completeness of the information in the hotel card in the «Google My Business» service, and the correspondence of this information to the content of the hotel website are justified.