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November 07, 2016 | by MediaAlpha

Leveraging Vertical Search to Acquire Travel Consumers

Hotels find themselves in an uphill battle as they seek to increase loyalty to their own brands and recapture market share from OTAs. Many hotels are increasingly embracing digital advertising, recognizing it as a critical channel to acquire consumers directly and compete more effectively with OTAs. But as hotels expand their digital marketing presence and ramp up advertising budgets, they would do well to consider some creative approaches that can help level the playing field and turn the tide in their favor.

One emerging approach is targeting high-intent, bottom of the funnel consumers through vertical search media. Many OTAs have utilized vertical search media themselves as an important customer acquisition channel, acquiring many of the same consumers they send to the brands this way. Which basically means hotels already see vertical search consumers. They just happen to arrive through intermediaries with higher acquisition costs and lower profit margins.

Today’s creative hotel marketers have begun turning to vertical search media themselves to more effectively target direct consumers and increase the efficiency of their marketing spending.

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