Hotels Strive to Own Organic Search Results
eMarketer
Online travel consumers are known to conduct in-depth research, evidenced by the fact that they visited more than 17 travel sites and employed more than four travel searches on average before booking a hotel, according to Google and Compete’s “Key Travel Themes, Q4 2012” study of US consumers.
Along this winding path to purchase, organic search is most often the last exposure before a conversion, according to a report on the US and Europe by IgnitionOne. As a result, hotel companies place special emphasis on owning their brand keywords.
According to L2 Think Tank and SapientNitro’s “Digital IQ Index: Hotels,” in December 2012, nearly half (46%) of first-page organic search results for worldwide upscale hotel brand keywords belonged to brands themselves, as opposed to OTA sites or TripAdvisor links, among others.
Hotels Strive to Own Organic Search Results
