Registering your domain name

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Из курса от партнера ESSEC Business School

The fundamentals of hotel distribution

467 оценки

ESSEC Business School

The fundamentals of hotel distribution

467 оценки

Курс 1 из 4 — Specialization Hotel Management: Distribution, Revenue and Demand Management

In today’s hotel sector an increasingly complex network of traditional and web based channels have to be managed to insure hotel success. Key questions include: how should you distribute over the web? What should you include on your brand.com website so people book through it? How can you maximise the potential of online travel agents (OTAs)? With the distribution environment both highly complex and constantly evolving, this course will give you comprehensive foundation of current industry practices to help jumpstart your career in this fascinating domain. Acknowledgements: Claire Bertrand, Vincent Chatain, Jessica Moses, Benjamin Six (ESSEC Business School), Emilie Dupré (Image-In), Gregory Halidy (Triplay)

Из урока

Direct distribution: the key to hotel success

Distributing directly, thus building an effective and efficient website, is an essential success factor. Through this module, you will have a deep understanding of the web development process but also understand the cost of driving traffic, and the importance of using indirect distribution and online marketing techniques.

Deciding what you want2:00

Registering your domain name3:55

What is good hotel content?4:21

Познакомьтесь с преподавателями

Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality Management
Information systems
Nicolas Graf
Professeur
Management

[MUSIC]

>> Once you have decided what you would like your website to do,

the next step is to identify and register your domain name or web address.

When trying to identify the most appropriate domain names for

your websites There are a few issues that you need to consider.

Firstly, remember that many people trying to find your site will start by simply

typing your business name followed by .com.

So if that web address is available it's important to register it immediately.

Other domain suffixes such as .org, .net or

even the relatively new .travel are not as popular and thus far less valuable.

Don't forget the country-specific extensions, .fr for France, .de for

Germany, of the countries in which you are located or

in which you might be located in the future.

These can also be useful,

particularly when the .com that you would like is no longer available.

You should also considering registering common misspellings of your name.

For example, the hotel chain, Marriot International,

whose name is easily spelled incorrectly,

stressed the value of having registered Marriot with one R, one T, two Rs two Ts.

As well as many others.

A domain name can be up to 63 characters in length, can contain letters,

numbers and dashes, but cannot contain spaces or other punctuation marks.

They're allocated on a first come, first served basis within each domain.

The simplest way to check if the one that you want is still free is to use one of

the many domain name registration websites that are available on the web.

For example, here is godaddy.com one of the market leaders.

Just by entering a valid potential domain name we can instantly

see if our desired address is available and if it is, reserve it.

It's important to note that you don't actually buy a domain name.

You simply pay a fee to use it for a specific period of time.

One, two, five, ten years.

After which it goes back to the pool of available names, unless you choose to

renew it and pay another fee within the registration period.

If the domain name you want is already taken, as is very likely these days,

as much of the web real estate is already in use.

Then, you can use a service called Whois to show you the contact details of

the person who currently owns it and possibly try to buy it from them.

However, with good web addresses often changing hands for thousands or

hundreds of thousands of dollars, this may not always be feasible.

The fact that domain names can sometimes be worth massive amounts of money has

encouraged some people to speculatively register multiple domain names in

the hope that someone someday might want to use them.

A process known as cybersquatting.

As this has become a big problem for legitimate companies trying to establish

themselves in the online world, ICANN, the Internet corporation for

assigned names and numbers, the organization responsible for allocating

web addresses on the web, has introduced what's called a domain name dispute

resolution procedure to avoid protracted legal action over domain name ownership.

Thus when you have a trade name or trademark similar to a domain name and

particularly when the current owners have simply parked that domain name and

are not using it in good faith, in many cases you

could get possession of the disputed domain name cheaply and relatively easily.

Using this arbitration procedure costs much less then taking action for

trademark infringement, gives results in weeks instead of months and to date,

most disputes have been found in favor of the trademark holder.

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