Director of Digital Marketing + Advertising
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...