{"id":585,"date":"2014-01-20T13:49:53","date_gmt":"2014-01-20T11:49:53","guid":{"rendered":"https:\/\/www.protel.com.tr\/blog\/?p=585"},"modified":"2025-05-07T13:24:25","modified_gmt":"2025-05-07T10:24:25","slug":"tripadvisor-otel-meta-arama-islevselligi","status":"publish","type":"post","link":"https:\/\/www.protel.com.tr\/blog\/tripadvisor-otel-meta-arama-islevselligi\/","title":{"rendered":"TripAdvisor Otel Meta Arama \u0130\u015flevselli\u011fi Nas\u0131l De\u011fi\u015fti ve Neden \u00d6nemli?"},"content":{"rendered":"\n<div class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>\u0130\u00e7indekiler<\/h2><nav><ul><li class=\"\"><a href=\"#otel-web-sayfamdaki-fiyatlari-ve-uygunlugu-meta-aramada-nasil-gosterebilirim\">Otel Web Sayfamdaki Fiyatlar\u0131 ve Uygunlu\u011fu Meta Aramada Nas\u0131l G\u00f6sterebilirim?<\/a><\/li><li class=\"\"><a href=\"#otelimi-meta-aramada-listelemek-icin-neden-odeme-yapmaliyim\">Otelimi Meta Aramada Listelemek \u0130\u00e7in Neden \u00d6deme Yapmal\u0131y\u0131m?<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<p>&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright\"><a href=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/metasearch.png\"><img decoding=\"async\" src=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/metasearch.png\" alt=\"metasearch\" class=\"wp-image-588\" title=\"TripAdvisor Fiyatlar\u0131 G\u00f6ster\"\/><\/a><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/revenue_traffic.jpg\"><img decoding=\"async\" src=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/revenue_traffic.jpg\" alt=\"revenue_traffic\" class=\"wp-image-587\" title=\"&quot;Fiyatlar\u0131 G\u00f6ster&quot; otellerin gelir trafi\u011fi\"\/><\/a><\/figure>\n<\/div>\n\n\n<p>2012 y\u0131l\u0131n\u0131n sonbahar\u0131nda MICROS,&nbsp;TripAdvisor\u2019\u0131n \u201cFiyatlar\u0131 G\u00f6ster\u201d \u00f6zelli\u011finin faydalar\u0131n\u0131 tespit etmek amac\u0131yla bir \u00e7al\u0131\u015fma y\u00fcr\u00fctm\u00fc\u015ft\u00fc. TripAdvisor profillerine en az \u00fc\u00e7 ay s\u00fcre boyunca \u201cFiyatlar\u0131 G\u00f6ster\u201d ba\u011flant\u0131s\u0131 eklenen 192 otelin %93\u2019\u00fc, ortalama 9:1 oran\u0131nda Reklam Geri D\u00f6n\u00fc\u015f\u00fc (Return on Advertising Spend \/ ROAS)&nbsp; yaratarak programdan fayda sa\u011flam\u0131\u015ft\u0131.<br><i>* \u201cFiyatlar\u0131 G\u00f6ster\u201d program\u0131na kat\u0131lan oteller, rezervasyon ba\u015f\u0131na 65 Amerikan Dolar\u0131 \u00fccret \u00f6dedi. E\u011fer bu programa kat\u0131lmasalard\u0131 ve rezervasyonlar\u0131 OTA\u2019lar \u00fczerinden yap\u0131lsayd\u0131, rezervasyon ba\u015f\u0131na 144 Amerikan Dolar\u0131 \u00f6demi\u015f olacak ve masraflar\u0131 %122 oran\u0131nda artm\u0131\u015f olacakt\u0131. (Bu hesaplamaya %25 oran\u0131nda komisyon \u00fccreti dahil edildi)<\/i><br>Bir y\u0131ldan daha az bir s\u00fcre sonra, Trip Advisor \u201cFiyatlar\u0131 G\u00f6ster\u201d program\u0131n\u0131 tamam\u0131yla yeniledi ve meta-arama olarak adland\u0131rd\u0131. Bu yeni i\u015flevsellik, gezginlerin TripAdvisor\u2019da otelin sayfas\u0131nda iken, otele ait fiyat ve bo\u015f yer bilgisini ger\u00e7ek zamanl\u0131 olarak g\u00f6rmesini sa\u011flad\u0131.<br>Mevcut durumda, Expedia, Travelocity ve Hotels.com, Booking.com gibi Online Seyahat Acenteleri (Online Travel Agents&nbsp; \/ OTAs) bu alan\u0131 domine ediyor. TripAdvisor, \u00e7o\u011fu otelle olan ortakl\u0131\u011f\u0131ndan dolay\u0131 bu sitelere meta-arama entegrasyonu f\u0131rsat\u0131n\u0131 verdi.<br><br>Hen\u00fcz meta-arama g\u00fcncellemesi yap\u0131lmam\u0131\u015f bir otelin \u201cFiyatlar\u0131 G\u00f6ster\u201d i\u015flevinin anl\u0131k bir resmini sol tarafta bulabilirsiniz.<br>Bu \u00f6rnekte, ancak&nbsp; \u201c5 site daha\u201d (k\u0131rm\u0131z\u0131 \u00e7er\u00e7eve i\u00e7ine al\u0131nm\u0131\u015f olan) linkine t\u0131kland\u0131ktan ve otelin web sitesi linki se\u00e7ildikten sonra, otelin resmi rezervasyon sistemine olan ba\u011flant\u0131 g\u00f6r\u00fclebiliyor.<br>Tahmin edebilece\u011finiz gibi bu durum ziyaret\u00e7ileri OTA \u00fczerinden rezervasyon yapmaya te\u015fvik ederek, zaman i\u00e7inde otelin web sitesinin direkt Fiyatlar\u0131 G\u00f6ster\u201d listesinden kaynaklanan gelir ve trafi\u011finin d\u00fc\u015fmesine neden oluyor.<br> 2013\u2019\u00fcn \u015eubat ay\u0131nda meta araman\u0131n beta s\u00fcr\u00fcm\u00fc kullan\u0131lmaya ba\u015fland\u0131ktan sonra, entegrasyonu olmayan otellerin &nbsp;kendi resmi web siteleri \u00fczerinden kaynaklanan gelir ve trafikte, sa\u011fdaki grafikte g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi, dramatik bir d\u00fc\u015f\u00fc\u015f ya\u015fand\u0131.<br>\u201cFiyatlar\u0131 G\u00f6ster\u201d\u2019de linki bulunan 104 otel &nbsp;i\u00e7in, Ocak-Haziran 2013 d\u00f6nemi &nbsp;boyunca bu listelerden kaynaklanan trafik &nbsp;%86, gelir ise %64 oran\u0131nda azald\u0131.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"otel-web-sayfamdaki-fiyatlari-ve-uygunlugu-meta-aramada-nasil-gosterebilirim\"><b>Otel Web Sayfamdaki Fiyatlar\u0131 ve Uygunlu\u011fu Meta Aramada Nas\u0131l G\u00f6sterebilirim?<\/b><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><a href=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/flamingo_hotel.jpg\"><img decoding=\"async\" src=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/flamingo_hotel.jpg\" alt=\"flamingo_hotel\" class=\"wp-image-589\" title=\"Flamingo Beach Resort Hotel\"\/><\/a><\/figure>\n<\/div>\n\n\n<p>TripAdvisor; sertifikal\u0131 bir \u0130nternet Rezervasyon Motoru\u2019na (Internet Booking Engine \/ IBE) sahip oldu\u011funuz durumda, meta arama \u00fczerinden fiyat ve uygunluk yay\u0131n\u0131 eri\u015fiminiz olabilece\u011fini belirtiyor. Marriot, Hilton ve Intercontinental gibi b\u00fcy\u00fck markalar, oda fiyatlar\u0131n\u0131 halen kendi marka rezervasyon motorlar\u0131 \u00fczerinden yay\u0131nlamakta.<br>Ba\u011f\u0131ms\u0131z oteller i\u00e7in, \u015fimdiden eri\u015fim sahibi olan iki IBE aras\u0131nda, Travel Click\u2019in iHotelier\u2019ini ve Sabre\u2019nin Synxis\u2019ini sayabiliriz. TripAdvisor\u2019\u0131n Premium Orta\u011f\u0131 olan MICROS eCommerce, halihaz\u0131rda iHotelier IBE\u2019si ile \u00e7e\u015fitli otellerin \u00e7al\u0131\u015fmalar\u0131n\u0131 ba\u015flatm\u0131\u015f durumda. Synxis\u2019in de \u00e7al\u0131\u015fmalar\u0131n\u0131n ba\u015flamas\u0131ndan \u00f6nceki son a\u015famalarda bulunuyor. \u00d6n\u00fcm\u00fczdeki aylarda daha \u00e7ok say\u0131da IBE eklemek \u00fczere TripAdvisor ile \u00e7al\u0131\u015fmalar\u0131n\u0131 s\u00fcrd\u00fcr\u00fcyor.<br><br>TripAdvisor, meta-arama sonu\u00e7lar\u0131ndaki konumland\u0131rmay\u0131 belirlemek i\u00e7in T\u0131klama Ba\u015f\u0131na Fiyatland\u0131rma (Cost-Per-Click&nbsp; \/&nbsp; CPC) metodu ile a\u00e7\u0131k artt\u0131rma yap\u0131yor. Dolay\u0131s\u0131yla ziyaret\u00e7i ba\u015f\u0131na daha fazla \u00f6deme yapma iste\u011fi ve g\u00fcc\u00fc olan oteller, ziyaret\u00e7ilerin g\u00f6z\u00fcndeki konumland\u0131rmalar\u0131n\u0131 ve g\u00f6r\u00fcn\u00fcrl\u00fcklerini art\u0131rabiliyor. Otelin CPC\u2019si i\u00e7inde bulundu\u011fu pazar, hakk\u0131nda yap\u0131lan de\u011ferlendirmeler ve pop\u00fclerlik endeksine g\u00f6re de\u011fi\u015febiliyor.<br>S\u0131ralamada \u00fcst s\u0131rada yer alan bir otelin durumu yukar\u0131daki \u015fekilde g\u00f6r\u00fcl\u00fcyor.<br>Reel oda fiyat\u0131n\u0131n listeleme konumlar\u0131 \u00fczerinde herhangi bir etkisi yok. Yukar\u0131daki \u00f6rnekte CheapTickets.com en d\u00fc\u015f\u00fck fiyata sahip, ancak s\u0131ralamada ilk \u00fc\u00e7te yer alm\u0131yor. Reklam verenler ilk \u00fc\u00e7 s\u0131rada yer almak i\u00e7in t\u0131klama ba\u015f\u0131na 3 dolardan daha fazla \u00f6deme yapmaya yana\u015fmasalar da; bu linklerden gelen trafi\u011fin, ziyaret\u00e7i kalitesini art\u0131rd\u0131\u011f\u0131 g\u00f6z \u00f6n\u00fcnde bulundurulmal\u0131.<br>Ge\u00e7mi\u015fte, kullan\u0131c\u0131lar \u201cFiyatlar\u0131 G\u00f6ster\u201d butonuna t\u0131klad\u0131klar\u0131nda; otelin fiyatlar\u0131 ve uygunluk durumunu \u00f6\u011frenmeden \u00f6nce, OTA\u2019lardan&nbsp; ve pek \u00e7ok otelin kurumsal web sitesinden gelen mesaj bombard\u0131man\u0131na tutulmaktayd\u0131lar. G\u00fcn\u00fcm\u00fczde ise ziyaret\u00e7i meta arama linkine t\u0131klad\u0131\u011f\u0131 zaman, tercih etti\u011fi rezervasyon motoru i\u00e7in ge\u00e7erli olan fiyat ve uygunluk durumunun yan\u0131 s\u0131ra, di\u011fer OTA\u2019lardan gelen k\u0131yaslanabilir fiyatlar\u0131 biliyor olacak.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"otelimi-meta-aramada-listelemek-icin-neden-odeme-yapmaliyim\"><b>Otelimi Meta Aramada Listelemek \u0130\u00e7in Neden \u00d6deme Yapmal\u0131y\u0131m?<\/b><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright\"><a href=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/revenue_metasearch.jpg\"><img decoding=\"async\" src=\"https:\/\/www.protel.com.tr\/blog\/wp-content\/uploads\/2019\/04\/revenue_metasearch.jpg\" alt=\"revenue_metasearch\" class=\"wp-image-590\" title=\"Meta-arama otellerinin gelir durumu\"\/><\/a><\/figure>\n<\/div>\n\n\n<p>Bu yeni formattan dolay\u0131 s\u00f6z konusu&nbsp; listelemeden kazan\u0131lan genel ziyaret\u00e7i trafi\u011finde d\u00fc\u015f\u00fc\u015f ihtimali olsa da, bu trafi\u011fin y\u00fcksek kalitesinden dolay\u0131 d\u00f6n\u00fc\u015f\u00fcm oran\u0131, gelir ve ROAS y\u00fckselme e\u011filiminde olacakt\u0131r. Bir OTA\u2019ya t\u00fcm rezervasyonlar i\u00e7in komisyon \u00f6demek, program\u0131n maksimum yat\u0131r\u0131m getirisini s\u0131n\u0131rlar. D\u00fc\u015f\u00fck geri d\u00f6n\u00fc\u015f oran\u0131na sahip olan bir meta-arama listelemelesinin bile, esnek CPC modeli sayesinde, &nbsp;bu getiriyi a\u015fmas\u0131 m\u00fcmk\u00fcnd\u00fcr.<br><br>Sa\u011fdaki grafik meta-ara\u015ft\u0131rman\u0131n, \u015fu&nbsp;anda API eri\u015fimi olan 13 otelin do\u011frudan gelirlerini nas\u0131l etkiledi\u011fini g\u00f6steriyor. Ocak-Haziran aras\u0131ndaki d\u00fc\u015f\u00fc\u015f, t\u00fcm \u201cFiyatlar\u0131 G\u00f6ster\u201d otellerinin grafi\u011fi ile tutarl\u0131. Ancak bu oteller, &nbsp;kaybettikleri gelirleri neredeyse an\u0131nda geri kazanmay\u0131 ba\u015fard\u0131.<br>Meta-arama \u015eubat\u2019tan beri beta a\u015famas\u0131nda olsa da, bu oteller Temmuz ba\u015f\u0131na kadar tam olarak entegre edilmemi\u015fti. Ocak ve \u015eubat aylar\u0131n\u0131n seyahat sekt\u00f6r\u00fc a\u00e7\u0131s\u0131ndan en \u00f6nemli aylar oldu\u011funa dikkat \u00e7ekmek gerek. Dolay\u0131s\u0131yla Temmuz ay\u0131ndaki g\u00f6zle g\u00f6r\u00fcl\u00fcr s\u0131\u00e7rama, meta-arama program\u0131n\u0131n ba\u015far\u0131s\u0131n\u0131 g\u00f6steriyor.<br>Listeleme halen olduk\u00e7a yeni, dolay\u0131s\u0131yla MICROS eCommerce gelecek aylarda bu program hakk\u0131nda yeni bilgiler ve sonu\u00e7lar yay\u0131nlamaya devam edecek.<br><em style=\"font-size: 13px;\">Kaynak: Micros E-commerce Blog<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; 2012 y\u0131l\u0131n\u0131n sonbahar\u0131nda MICROS,&nbsp;TripAdvisor\u2019\u0131n \u201cFiyatlar\u0131 G\u00f6ster\u201d \u00f6zelli\u011finin faydalar\u0131n\u0131 tespit etmek amac\u0131yla bir \u00e7al\u0131\u015fma y\u00fcr\u00fctm\u00fc\u015ft\u00fc. TripAdvisor profillerine en az \u00fc\u00e7 ay s\u00fcre boyunca \u201cFiyatlar\u0131 G\u00f6ster\u201d ba\u011flant\u0131s\u0131 eklenen 192 otelin %93\u2019\u00fc, ortalama 9:1 oran\u0131nda Reklam Geri D\u00f6n\u00fc\u015f\u00fc (Return on Advertising Spend \/ ROAS)&nbsp; yaratarak programdan fayda sa\u011flam\u0131\u015ft\u0131.* \u201cFiyatlar\u0131 G\u00f6ster\u201d program\u0131na kat\u0131lan oteller, rezervasyon ba\u015f\u0131na 65 Amerikan [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":30500,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16,291],"tags":[60,61,62,63,64,65,66,67,68],"class_list":["post-585","post","type-post","status-publish","format-standard","hentry","category-otel","category-pazarlamasatis","tag-cpc-modeli","tag-meta-arama","tag-micros-ecommerce","tag-micros-ibe","tag-reklam-geri-donusu","tag-tripadvisor-fiyatlari-goster","tag-tripadvisor-bing-entegrasyonu","tag-tripadvisor-listeleri","tag-tripadvisor-windows-8-1-uygulamasi"],"_links":{"self":[{"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/posts\/585","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/comments?post=585"}],"version-history":[{"count":12,"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/posts\/585\/revisions"}],"predecessor-version":[{"id":32556,"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/posts\/585\/revisions\/32556"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/media\/30500"}],"wp:attachment":[{"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/media?parent=585"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/categories?post=585"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.protel.com.tr\/blog\/wp-json\/wp\/v2\/tags?post=585"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}