Brandjacking: The Effect of Google’s 2018 Keyword Bidding Policy Changes on Hotel Website Visibility

O’Connor, Peter

doi:10.1007/978-3-030-36737-4_20

Cited by 1 publication

(2 citation statements)

References 11 publications

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“…Search was the primary traffic source (mean = 45.53%), followed by direct navigation (32.21%). Other sources were more minor (10% or less), confirming the well establish power of brand in hotel distribution [32].…”

Section: Resultssupporting

confidence: 59%

“…They also could arrive through brand marketing efforts that leverage the loyalty database to communicate with members, prompting them to reengage [43]. In contrast, transient customers, as they are less aware of the brand and do not receive promotional efforts, arrive through search, and in particular paid search, where the resulting transaction costs negate many of the benefits of capturing a direct booking [32]. Thus, we put forth the following hypothesis:…”

Section: Online Distributionmentioning

confidence: 99%

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Loyalty Programs and Direct Website Performance: An Empirical Analysis of Global Hotel Brands

O’Connor

2021

Information and Communication Technologies in Tourism 2021

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With loyalty programs increasingly used as a competitive method by hotel brands, this study investigates the relationship between program size/satisfaction and brand direct website performance. Analyzing a unique database of loyalty program statistics, traffic levels/sources and engagement metrics from the top 50 global hotel brands, we find that size matters, with larger programs performing better in terms of both traffic and engagement, suggesting that efforts by hotel brands to grow membership are appropriate. Similarly, program satisfaction positively impacts both traffic levels and engagement, suggesting that brands should also focus on ensuring that existing members are happy with program benefits and operations. These findings are consistent irrespective of brand level, suggesting that all types of hotel brands can profit from leveraging loyalty programs.

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Section: Resultssupporting

confidence: 59%

Section: Online Distributionmentioning

confidence: 99%