Smaller brands, however, should rely on carefully curated search terms rather than broader terms to attract a core audience and stay afloat in the hospitality sector. For years, hotel brands have maintained an uneasy agreement with online travel agencies (OTAs), exchanging reduced margins for expanded awareness. L2’s Google Hotel Finder report compares hotel brand sites to the top three online tourism destinations (TripAdvisor, Expedia, and Kayak) and finds that the average hotel brand secures only 5% of comparable website traffic, 6% of unique email subscribers, and 14% of unbranded Google search visibility. Get the full story at L2