Hotels are increasingly investing in pay-per-click (PPC) strategies as part of their search engine optimisation campaigns for budget brands.
This is according to comScore, which has released statistics suggesting that a significant number of hotel groups are ploughing money into their low-cost brands in the face of an economic slowdown.
The research company gave the example of Intercontinental Hotels Group, which has upped PPC exposure by 16 per cent for its Holiday Inn Express establishments in recent months, while taking campaigns for its premium Crowne Plaza and Intercontinental brands more slowly.
Kevin Levitt, vice president at comScore, said: "With consumers shifting their spending toward lower-cost alternatives, it makes sense that marketers would be shifting their ad spending accordingly to achieve better marketing return on investment."
Google is currently looking into investing in travel-specific pages on its website, which would be sponsored by advertisers and would utilise user-generated content and provide destination information for travellers, Business Week reports.