OTAs and Metasearch Dominate Google's Hotel-Related Keywords

More than 75% of clicks belong to online travel agencies

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Even though hotel brands have gone all in on direct booking campaigns, online travel sites like Booking.com and Hotels.com continue to dominate paid search advertising, according to media research firm Kantar.

Between Jan. 1 and Feb. 11, Kantar analyzed over 1,600 lodging-related Google search keywords like “las vegas hotels” and “nyc hotels” across desktop and mobile. Of the searched keywords, more than 75% of all ad clicks belonged to online travel agencies (OTAs) and metasearch engines, sites that often operate as the middlemen between hotels with vacant rooms and consumers looking for a deal.

While

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