Branded terms in travel

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).

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.