At first glance, that looks to be an uphill battle. TripAdvisor is the most visible lodging site on Google, appearing on the first page of organic and paid search results for more than 85% of hotel terms. Hotels.com and Expedia also make a strong showing, appearing organically for more than 60% of search terms. Marriott is the only competitive hotel brand in the study, with a paid and organic presence as strong as Kayak’s on luxury keywords. Hotel brands also lose out to online travel agencies and metasearch sites when it comes to side-rail and footer featured listings on Expedia, Kayak, and TripAdvisor. Not a single Hotel brand owns more than 6% of featured listings on Expedia, Kayak, or Tripadvisor, and brands as a whole never own more than 30%. However, Hotel brands can boost their visibility by leveraging these platforms’ audiences. Get the full story at L2