How Hotels Work with OTAs to Maximize Online Ad Budgets
There’s no doubt that standard browser advertising tools like Google AdWords have been effective in the past. But just how effective are they now? With online travel agencies (OTAs) usurping valuable brand keywords, buyers are faced with more search results than ever, and hotels have to place even higher bids to have their Google Ads show.
According to a recent BrandVarity study, OTAs are bidding on hotel brand keywords in a big way, vying for top spots on search engine results pages (SERPs). This makes sense because according to recent studies we have conducted with our travel clients, most online hotel bookings take place on the first OTA search results page.