Report on Hotel Brands, OTAs,
and Paid Search

How do these relationships unfold on the SERP?


How often do Online Travel Agencies (OTAs) bid on hotels’ brand terms? How do the relationships between hotel brands and their OTAs unfold in search results?


To address these questions and others, we examined 104,777 paid search advertisements that were triggered by hotels’ branded keywords. The findings are revealed in this report, making it a valuable resource for eCommerce Managers, Revenue/Distribution Managers, and hotel executives alike.

What's included?

  • 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

Covered By:

publication logo publication logo publication logo publication logo publication logo