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By Dan Fernandez
Cendyn
Director of Digital Marketing + Advertising
Posted: 11/15/2015
For years, hotels and resorts have been at a serious disadvantage when competing with online travel agencies (OTAs) for the same guests through their digital marketing efforts. This is particularly true of search marketing for several reasons, including: 1. It is harder for hotels to rank organically in search engines when compared to listing websites like TripAdvisor and Hotels.com. 2. Hotels usually have a higher CPC in paid search when compared to travel aggregators, whose ad spend amounts to millions of dollars. 3. When it comes to metasearch engines, OTAs receive a disproportionate amount of clicks as they occupy the most space. Finding your best poten...