“In 2012, comScore reported online travel spending surpassed $100 billion for the first time, a 9 percent increase over the previous year. The big booking winners aren’t just airlines and hotels, but also online travel agents (OTAs) such as Orbitz, Expedia, and Travelocity. Currently the OTAs dominate the search engine results pages (SERPs) when popular non-branded keyword phrases are searched. However, travel brands can take back some of this business by adopting paid, earned, and owned media strategies to compete head-to-head with OTAs.”
Read the full article at How Travel Brands Can Better Compete With OTAs | ClickZ.