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Case Study: Should a Hotelier Invest in a New Kind of Online Travel Agency?

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. “These things are nothing more than glorified sales pitches,” she whispered to him. “Stop acting like a teenager,” he joked. “I’m trying to pay ...
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The Challenges that Hotel Brands Face in Paid Search

When you type the name of a hotel brand into a search engine, you’ll probably encounter a large number of text ads placed by online travel agencies (OTAs). Bidding and placing ads on variations of hotel brand names is a very common practice and has even led some in the hospitality industry to refer to ...
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