1. Across hotel segments and searches, independent hotels are on the rise. Our report begins with a look at what categories of branded searches Google sees growth. Vacation rentals are the fastest growing category year over year, and as Barry Cahill, Head of Analytics Travel at Google, explained in our recent webinar, much of these are searched for Airbnb getaways. Searches for branded independent hotels take the spot for the third largest year-over-year growth. Independent hotels also top the five fastest growing hotel brands. With 60% of leisure travelers and 55% of business travelers use search engines to plan their trip, it’s important that you have a strong SEO & SEM strategy to capture these growing searches. Check out our webinar to get help creating a strong search strategy. Get the full story at Sojern