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BrandVerity’s Report on Hotel Brands, OTAs and Paid Search


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What’s the extent of OTA brand bidding? How do the relationships between hotel brands and their OTAs unfold on the SERP? To address these questions and others, BrandVerity examined 104,777 paid search advertisements that were triggered by hotels’ branded keywords. The findings are revealed in this report, and include insights on the following:


  • Trends observed across different search engines (Google, Bing, Google Mobile, and AOL)
  • Share of voice for hotel brands compared to OTAs
  • OTAs’ usage of brands’ trademarks in ad copy
  • Frequency of OTA ads appearing in the #1 position
  • Variations in SERP context according to brand type

“Hotel Brands, OTAs and Paid Search” covers 12 hotel brands and 10 of the most popular destinations in the United States, creating a broadly relevant set of data for nearly any hospitality brand to learn from. A valuable resource for eCommerce Managers, Revenue Managers, PPC teams, and hotel executives alike, the information in this report can assist hotel marketers in their efforts to maximize the value of their PPC and OTA channels.