Hotel Vs. OTAs

How Organic Search Is Becoming Ineffective for Hotels on Google - PhoCusWright

Excerpt from PhoCusWright

Most conversations that involve digital marketing and the efforts of hotels and online travel agencies to gain exposure usually revolve around advertising.

But that's only half the story, with search engine optimization still playing a significant role when it comes to how much visibility (or not) a brand can get from the "ten blue links" that still populate the Search Engine Results Pages (SERPS) on Google.

A common complaint from hotels is that they can't compete with keyword buying against the likes of Expedia Group and Booking Holdings (between them spent upwards of $10 billion during 2017) but research has shown just how dominant the same intermediaries are in organic search, too.

Hermann Valsson, a former-tourism student from the University of Iceland and an IT administrator in the Spanish island of Tenerife, analyzed SERPS on Google to see to what extent hotel brands in the region were featuring in organic search on Google.

The answer: very little.

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