1. Semantic EnabledCarmen Brenner, Dieter Fensel, Michael Fried, Jennifer Kaiser, Birgit Leiter, and Ioannis Stavrakantonakiswww.sti-innsbruck.at INNSBRUCK www.sti-innsbruck.atCopyright 2008 STI

2. Application Field eTourism Overview 1. Facts and Figures on Tourism in Austria and Tyrol 2. Multi-channel communication (MCC) 3. MCC and yield management (YM) 4. MCC, YM, LOD, and service integration on-the-fly as-you-go 5. The value proposition in eTourism 6. Summarywww.sti-innsbruck.at 2 3. Facts and Figures on Tourism in Austria and Tyrol Number of accomodations in Austria (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/034896.html) Commercial 20.000 Private 50.000 Number of bedplaces winter/summer: 1 Mio. (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/034896.html) Intensity of tourism supply (beds per 1.000 inhabitants) (http://www.statistik.at/web_en/statistics/tourism/accommodation/accommodation_capacity/060644.html) Total winter 119 (447 in Tyrol) Total summer 124 (467 in Tyrol)www.sti-innsbruck.at3 4. Facts and Figures on Tourism in Austria and Tyrol Total overnight stays 126 Mio (42,7 Mio in Tyrol) (http://www.statistik.at/web_en/statistics/tourism/accommodation/arrivals_overnight_stays/029044.html) Travel intensity per inhabitant (number of overnight stays divided by the resident population): Total 16 (63 in Tyrol) (http://www.statistik.at/web_en/statistics/tourism/accommodation/arrivals_overnight_stays/028972.html) Direct employment in tourism: Total 307.000 (http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/erwerbstaetige/019852.html) Direct spendings of foreign and resident visitors: 30.586.000.000 (http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/wertschoepfung/019849.html) Direct percentage of overall GDP through tourism: 7.4% (http://www.statistik.at/web_de/statistiken/tourismus/tourismus-satellitenkonto/wertschoepfung/019848.html)www.sti-innsbruck.at 4 5. Facts and Figures on Tourism in Austria and Tyrolsource: http://www.tnooz.com/wp-content/uploads/2012/07/four-pillars-FULLjpg.jpgwww.sti-innsbruck.at 5 6. Application Field eTourism Overview 1. Facts and Figures on Tourism in Austria and Tyrol 2. Multi-channel communication (MCC) 3. MCC and yield management (YM) 4. MCC, YM, LOD, and service integration on-the-fly as-you-go 5. The value proposition in eTourism 6. Summarywww.sti-innsbruck.at 6 7. Obstacles of Multichannel CommunicationExponential growth of Online Communication Channelswww.sti-innsbruck.at7 8. Obstacles of Multichannel CommunicationExponential growth of Online Communication Channels Communication is becoming bi-directionalwww.sti-innsbruck.at8 9. Obstacles of Multichannel CommunicationExponential growth of Online Communication Channels Communication is becoming bi-directional Contents of communication are becoming more andmore granularwww.sti-innsbruck.at9 10. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels:HOTELRECEPTIONwww.sti-innsbruck.at 10 11. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customerHOTELRECEPTIONwww.sti-innsbruck.at11 12. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephoneHOTELRECEPTIONwww.sti-innsbruck.at12 13. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - emailHOTELRECEPTIONwww.sti-innsbruck.at13 14. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - faxHOTELRECEPTIONwww.sti-innsbruck.at14 15. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel websiteHOTELRECEPTIONwww.sti-innsbruck.at15 16. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sitesHOTELRECEPTIONwww.sti-innsbruck.at16 17. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sitesHOTELRECEPTIONwww.sti-innsbruck.at17 18. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sitesHOTELRECEPTIONwww.sti-innsbruck.at18 19. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogsHOTELRECEPTIONwww.sti-innsbruck.at19 20. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs - fora & destination sitesHOTELRECEPTIONwww.sti-innsbruck.at20 21. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs - fora & destination sites - chatHOTELRECEPTIONwww.sti-innsbruck.at21 22. The Crazy Hotelier The Hotelier of today has to deal with many different communication channels: - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs - fora & destination sites - chat - video & photo sharingHOTELRECEPTIONwww.sti-innsbruck.at22 23. The Crazy Hotelier The Hotelier doesnt only has to deal with an overwhelming number of communication channels, but also has to pay up to 15% sales commissions to the booking sites! HOTEL RECEPTIONwww.sti-innsbruck.at23 24. The Crazy Hotelier -> 80 million overnight stays -> 4 billion transactionvolume -> 101 million salescommission HOTEL RECEPTIONwww.sti-innsbruck.at24 25. Efficient and Effective Online Communication Solve these obstacles by mechanizing important aspects of these tasks, and therefore offer a scalable, cost-sensitive, and effective online dissemination solution. Introduce a layer on top of the various internet based communication channels that is domain specific and not channel specific.Information model defines the type of information items in the domain Weaver mappings of information items to channelsChannel model describes the various channels, the interactionpattern, and their target groupswww.sti-innsbruck.at25 26. The three pillars of Online CommunicationInformation Model Branch specific conceptsCollect feedback Distribute content +Weaverstatistics Channel ModelWeb/BlogWeb 3.0/Mobile/OtherSocial Web www.sti-innsbruck.at26 27. Information model The information model defines the type of information items in the touristic domain. The domain ontology has following features: Ability to map as many business entities as possible Meaningful information for LOD exposure Compatible with Good Relations and schema.org for SEOwww.sti-innsbruck.at27 28. Tourism Ontologywww.sti-innsbruck.at 28 29. Example hotel information item acco:Hotel gr:name: Hotel Rotes Wildschwein gr:description: Romantik Wellness Hotel in the Tyrolean Mountains schema:geo: 47 16 0" North, 11 24 0" East acco:size: 56 (rooms) acco:occupancy: 98 (persons) acco:occupancyAdults: 95 (adults) acco:occupancyInfants: 3 (infants) acco:petsAllowed: yeswww.sti-innsbruck.at29 30. Using the information model for tourism The hotels perspective:www.sti-innsbruck.at 30 31. Using the information model for tourism The customers perspective:www.sti-innsbruck.at 31 32. Channel model The channel model describes the different channels, their interaction patterns and the target groups. Channels can be online or offline for broadcasting or sharing for group communication or collaboration of static or dynamic information The number of different channels is growing constantly The target groups are very different from channel to channelwww.sti-innsbruck.at32 33. Offline and Online Channels Walk-in customer Telephone Email Fax Hotel website Review sites Booking sites Social network sites Blogs Fora & destination sites Chat Video & photo sharingwww.sti-innsbruck.at33 34. Channels Hotel website Direct booking (crucial for a successful hotelier) Content management system Full control and ownership of data Integration of social networks via like buttons, widgets, etc. Email newsletters Still a major means of marketing Especially in tourism Mostly for existing customers and not customer aquisitionwww.sti-innsbruck.at 34 35. Channels Booking and Review Sites Customers book over these channels Customers can express positive as well as negative views Quick reactions are important Examples Holidaycheck Profi Hotelempfehlungen tripadvisor Real Holiday Reports hotelkritiken.de Schiffsbewertungen zoover travel-and-guide.de trivago Travel Intelligence ciao.de Traveluation Votello TripsByTips TrustYou UnserSchiff.de Hostelworld.com Yelp Caribbean Style ab-in-den-urlaub.de Check my stay Booking.com Cosmotourist Expedia.de Cruise Critic hotel.de Global Hotel Review tiscover.comwww.sti-innsbruck.at 35 36. Channels Social Networks Highly dependent on the target marketing area Varying target groups for different businesses Examples Facebook Twitter Google Plus 200+ social networks worldwide Blogs Emerging topics like tumblr Often businesses enrich their classical online presence with an additional blogwww.sti-innsbruck.at 36 37. Weaver The weaver is responsible for mapping of information items to the appropriate channels. Separation of content and communication channels Reuse of the same content for various dissemination means Explicit alignment of information items and channelswww.sti-innsbruck.at 37 38. Weaver componentThe details of the Weaver Elements 1 to 3 are about the content. They define the actual categories, the agent responsible for them, and the process of interacting with this agent. 1.Information item It defines an information category that should be disseminated through various channels. 2.Editor The editor defines the agent that is responsible for providing the content of an information item. 3.Interaction protocol This defines the interaction protocol governing how an editor collects the content.www.sti-innsbruck.at38 39. WeaverThe details of the Weaver Elements 4 to 9 are about the dissemination of these items. 4.Information type An instance of a concept, a set of instances of a concept (i.e., an extensional definition of the concept), or a concept description (i.e., an intentional definition of a concept). 5.Processing rule These rules govern how the content is processed to fit a channel. Often only a subset of the overall information item fits a certain channel. 6.Channel The media that is used to disseminate the information.www.sti-innsbruck.at39 40. WeaverThe details of the Weaver 7.Scheduling information Information on how often and in which intervals the dissemination will be performed which includes temporal constrains over multi-channel disseminations. 8.Executor It determines which agent or process is performing the update of a channel. Such an agent can be a human or a software solution. 9.Executor interaction protocol It governs the interaction protocol defining how an executer receives its content.www.sti-innsbruck.at 40 41. Weaver Example Holiday Package Target group: families Content: text and pictures Item: holiday_package Editor: Hotelier Type: Concept Description Channel:homepage/packages Schedule Constraint:date > current date Executor: Drupal (CMS) Executor Interaction Protocol: nonewww.sti-innsbruck.at41 42. Weaver Example HolidayTheater -ConceptsSeminar packageweekend WeaverChannelswww.sti-innsbruck.at42 43. More Weaver Examples Theater Weekend Target group: senior couples Content: text, pictures, video Conference Target group: business audience Content: text and pictureswww.sti-innsbruck.at43 44. Weaver Example HolidayTheater -ConceptsSeminar packageweekend WeaverChannelswww.sti-innsbruck.at44 45. Weaver Example HolidayTheater -ConceptsSeminar packageweekend WeaverChannelswww.sti-innsbruck.at45 46. Hotel Rotes WildschweinHomepage http://www.rotes-wildschwein.atwww.sti-innsbruck.at 46 47. Hotel Rotes WildschweinRSS feed http://www.rotes-wildschwein.at/rss.xmlwww.sti-innsbruck.at 47 48. Hotel Rotes Wildschwein Facebook page http://www.facebook.com/pages/Rotes- Wildschwein/321731534545050www.sti-innsbruck.at48 49. Hotel Rotes Wildschwein Twitter https://twitter.com/#!/HotelRedBoarwww.sti-innsbruck.at 49 50. Application Field eTourism Overview 1. Facts and Figures on Tourism in Austria and Tyrol 2. Multi-channel communication (MCC) 3. MCC and yield management (YM) 4. MCC, YM, LOD, and service integration on-the-fly as-you-go 5. The value proposition in eTourism 6. Summarywww.sti-innsbruck.at 50 51. Multi-channel booking problem Hotels are facing the multi-channel booking problem More than 100 different booking channels available Daily maintenance of right balance of rooms availability across more than 100 channels does not scale Average time for hoteliers required to maintain a profile of a medium size hotel at one portal takes between 5 to 15 minutes a day An effort of maintaining hotels profile on 100 portals would require then at least 20 hours of workwww.sti-innsbruck.at51 52. Multi-channel booking solution The multi-channel solution for hotel-industry internet distributionseekda! connect seekda! IBEwww.sti-innsbruck.at52 53. seekda connect Automatic support for online booking on multiple channels One single entry point providing direct connections to different booking platforms Simple, Web-based user interface for management of bookingswww.sti-innsbruck.at 53 54. Over 4200 accommodation facilities are using sekkdawww.sti-innsbruck.at 54 55. Direct bookability for hotels Booking quickly and directly via hotel Web sites Seekda producs for direct bookability: Dynamic Shop Dynamic Shop Mobile Benfits: Hotels do not give part of their profit to booking chanells Guests spend less time in booking using the instant booking engine solution of seekdawww.sti-innsbruck.at55 56. Dynamic Shop integrated in the Hotel websitewww.sti-innsbruck.at56 57. Direct bookability for hotels Does the customer find the hotel web site? Does the customer trust the web site? Are his/her requests properly answered? Is his/her feedback taken serious and form a positive review of the hotel?www.sti-innsbruck.at57 58. Multi Channel Communication and Yield Management Multi-channel communication tools can improve revenues and benefits within the hospitality industry by: Increasing the on-line visible presence of hotels Make hotels offers visible to a broader audience via multiple channels Attract potential guests to hotel websites and thus increase direct bookability effective and targeted on-line marketingwww.sti-innsbruck.at 58 59. + = holistic multi channel communication and yield management for the hotelierwww.sti-innsbruck.at59 60. Hotelnavigator http://www.youtube.com/watch?feature=player_embedded&v=rA0wdkPB7gAwww.sti-innsbruck.at60 61. Application Field eTourism Overview 1. Facts and Figures on Tourism in Austria and Tyrol 2. Multi-channel communication (MCC) 3. MCC and yield management (YM) 4. MCC, YM, LOD, and service integration on-the-flyas-you-go 5. The value proposition in eTourism 6. Summarywww.sti-innsbruck.at61 62. MCC, YM, LOD, and service integration on-the-fly as-you-go Multi-channel communication seekda booking engine Linked Open Data (LOD) (http://linkeddata.org/) On the fly service integration as you pay Everything integrated into a comprehensive mapwww.sti-innsbruck.at 62 63. Multi-channel communication - walk-in customer - telephone - email - fax - hotel website - review sites - booking sites - social network sites - blogs - fora & destination sites - chat - video & photo sharingwww.sti-innsbruck.at 63 64. Multi-channel communication SCEI Branch specific conceptsDistribute content Collect feedback Weaver+ statistics Web/Blog Social Web Web 3.0/Mobile/Otherwww.sti-innsbruck.at 64 65. Multi-channel communication Scalable on-line communication tool based on machine processable semantics, that supports processes such as yield, brand, and reputation management. SCEI is entitled to support the following process: 1. Content creation 2. Selection of publication channels 3. Content adaptation 4. Publication 5. Feedback collection 6. Content detection 7. Impact analysiswww.sti-innsbruck.at 65 66. SCEIReference architecture Content creatorDomain and task specific interface Domain and task specific interfaceWorkflow Engine/ Communication patternsWorkflow Semanticdesigner RepositoryContent ManagementSystemPublication Media Engagement Impact Monitoring Analysis SCEITarget users www.sti-innsbruck.at66 67. seekda booking enginewww.sti-innsbruck.at 67 68. seekda booking engine - direct bookability for hotels Booking quickly and directly via hotel Web sites Seekda producs for direct bookability: Dynamic Shop Dynamic Shop Mobile Benfits: Hotels do not give part of their profit to booking chanells You do not loose the guest having him booking other hotelswww.sti-innsbruck.at68 69. Linked Open Data (LOD) Web of Documents Web of Data Typed LinksHyperlinks DocumentsThingswww.sti-innsbruck.at 69 70. Linked Open Data (LOD) LOD Principles: 1. Use URIs as names for things. 2. Use HTTP URIs so that people can look up those names. 3. When someone looks up a URI, provide useful RDF information. 4. Include RDF statements that link to other URIs so that they can discover relatedthings.www.sti-innsbruck.at 70 71. Linked Open Data (LOD)Facts: 295 data sets Over 31 billion triples Over 504 billion RDF links between datasources Figure from http://www4.wiwiss.fu-berlin.de/lodcloud/state/, September 2011www.sti-innsbruck.at71 72. Linked Open Data (LOD) Use LOD to integrate and lookup data about places and routes time-tables for public transport hiking trails ski slopes points-of-interestwww.sti-innsbruck.at 72 73. Linked Open Data (LOD) - data sets Open Streetmap Google Places Databases of government TIRIS DVT Tourism & Ticketing association IVB (busses and trams) OEBB (trains) rztekammer Supermarket chains: listing of products Hofer and similar: weekly offers Innsbruck Airport (travel times, airline ASFINAG: Traffic/Congestion dataschedules) Herold (yellow pages) ZAMG (Weather) City archive University of Innsbruck (Curricula, student statistics, study possibilities) Museums/Zoo IKB (electricity, water consumption) News sources like TT (Tyrols major daily newspaper) Entertainment facilities (Stadtcafe, Cinema...) Statistik Austria Special offers (Groupon)www.sti-innsbruck.at73 74. On the fly service intergation as you pay Data and services from destination sites integrated for recommendation and booking of Hotels Restaurants Cultural and entertainment events Sightseeing Shopswww.sti-innsbruck.at74 75. On the fly service intergation as you pay Solutions for ad-hoc service integration for touristic destination sites Two integration approaches: via Web scrapping as a quick integration solution via APIs and backend integration for a long term, durable solutionwww.sti-innsbruck.at75 76. On the fly service intergation as you pay Web scraping integration Create wrappers for current web sites and extract data automatically Many Web scraping tools available on the market76www.sti-innsbruck.at 77. On the fly service intergation as you pay APIs and backend integration Contractual based integration of data, functionalities and services for mutual benefits More fine grain integration not only at the level of Web but deeper, at the level of backend systems Requires usually enterprise application integration solutions (e.g. Web services)www.sti-innsbruck.at 77 78. Everything integrated Integration into a comprehensive map of multi-channel communication, seekda booking engine, Linked Open Data and on the fly service integration as you pay to generate added value for businesses as well as customers Combination of multi channel communication and yield management dacodi seekda booking solutions enriched with Linked (Open) Data Machine understandable interlinked data Bike and hiking trails, sight information, etc. and on the fly service integration as you pay Solutions for ad-hoc service integration for touristic destination sites Bike rental, ski passes, etc. Services are quickly integrated through scrapping and later through API and backend integrationwww.sti-innsbruck.at 78 79. Everything integrated: Tourist Map Austria Based on Open Street Mapwww.sti-innsbruck.at79 80. Everything integrated: Tourist Map Austria Based on Open Street Map Increase on-line visibility for hotel and destination via multi- channel communication - SCEISCEIwww.sti-innsbruck.at 80 81. Everything integrated: Tourist Map Austria Based on Open Street Map Increase on-line visibility for hotel and destination via multi- channel communication - SCEI Hotels, ski passes, etc. directly bookable seekda engineSCEIwww.sti-innsbruck.at 81 82. Everything integrated: Tourist Map Austria Based on Open Street Map Increase on-line visibility for hotel and destination via multi- channel communication - SCEI Hotels, ski passes, etc. directly bookable seekda engine LOD to integrate and lookup data about hiking trails, ski slopes, etc.SCEI LODwww.sti-innsbruck.at 82 83. Everything integrated: Tourist Map Austria Based on Open Street Map Increase on-line visibility for hotel and destination via multi- channel communication - SCEI Hotels, ski passes, etc. directly bookable seekda engine LOD to integrate and lookup data about hiking trails, ski slopes, etc. On the fly service integration as you paySCEI LODwww.sti-innsbruck.at 83 84. Everything integrated: Tourist Map Austria Based on Open Street Map Fullscreen map with GPS for orientation Optimized for tablets and smartphones Data control Hoteliers, Townships, Assotiations, etc. can easily maintain their own data Integration of public transport (missing in Google maps) Direct booking possible Social Integration of Facebook, Twitter, etc. Crowd sourcing of reviews, tips, etc. Plan common activities on-siteSCEIwww.sti-innsbruck.at 84 85. Everything integrated +SCEI+LOD = independence for the hotelier and added value for the customerwww.sti-innsbruck.at 85 86. Application Field eTourism Overview 1. Facts and Figures on Tourism in Austria and Tyrol 2. Multi-channel communication (MCC) 3. MCC and yield management (YM) 4. MCC, YM, LOD, and service integration on-the-fly as-you-go 5. The value proposition in eTourism 6. Summarywww.sti-innsbruck.at 86 87. The value proposition in eTourism 2 Bio Business Volume/Year in Tyrol10% Marketing/15% Booking40%5% Profit 30% TaxesCommunicationFeesAccommodation Costs www.sti-innsbruck.at87 88. The value proposition in eTourismThe Problem: Marketing Accommodation Booking Profit Taxes CostsFeeswww.sti-innsbruck.at88 89. The value proposition in eTourismThe Goal: Marketing Accommodation Booking Profit Taxes CostsFeeswww.sti-innsbruck.at89 90. 3 main fields of activity Multi Channel Communication (MCC) MCC and Yield Management Next Generation Destination Sites Prevent Black holes in the touristic value proposition!www.sti-innsbruck.at 90 91. Summary Tourism is a main contributor to the Austrian economy (7,4% to overall GDP). Exponential growth of Online Communication Channels (trend to bi-directional communication & granular content). solution: a scalable, cost-sensitive and effective online dissemination solution (to distribute content & collect feedback and statistics). Information model: defines the type of information items in the domain. Channel model: describes the various channels, the interaction pattern and their target groups. Weaver: responsible for mapping of information items to the appropriate channels Components: Information item; Editor; Interaction protocol; Information type; Processing rule;Channel; Scheduling information; Excecution; Excecutor interaction protocol Hotels face a multi-channel booking problem (more than 100 booking channels available) multi channel booking solution: seekda connect seekda + dacodi = holistic multi-channel communication and yield management for the hotelierwww.sti-innsbruck.at 91 92. Summary Use LOD to integrate and look up data about: Places and routes; Time tables for public transport; hiking trails; ski slopes; POIs On the fly service integration as you pay Integration via: Web scrapping/API and backend integration Goal: Everything integrated! Integration into a comprehensive map of multi-channel communication, seekda bookingengine, LOD and on the fly service as you pay to generate added value for businessesand customers seekda + SCEI + LOD = independence for the hotelier and added value for the customer The value proposition in eTourism 2 Bio Business Value/Year in Tyrol 15% booking fees Prevent black holes in the touristic value proposition!www.sti-innsbruck.at 92 93. Thank you for your attention!www.sti-innsbruck.at 93