Travelocity’s new study highlights the importance of branded keywords in travel search and proves that it’s more worthwhile for marketers to pay a premium for branded keywords rather than cultivate the portfolio approach towards paid search.
The final finding is that only 2% of non-branded keywords actually resulted in a conversion at a later stage. In a hypercompetitive travel space, lesser-known hotels and new properties are perhaps better off building a brand that stands for something (than trying to compete with bigger names in their space).