MarkMonitor released its latest Brandjacking Index today, focused on online hotel reservations. While other indices have focused on fraud or theft, this Brandjacking Index found that hotels are losing $2.2 billion worldwide because more than 580 million visits are diverted to third-party sites through search engine marketing.
The research looked at five undisclosed hotel brands and found that more than 1,750 online travel agencies had purchased keywords containing those brand names. Moreover, cybersquatting is prevalent.
Is this an opportunity for PR pros? In the course of working out the details on your digital program, should publicists be offering to step in with search services? This article makes the case, while saying it’s a skill that PR pros need to beef up.