GCommerce has seen this trend firsthand, with CPCs rising by as much as 30-40% YOY in some cases. All else being equal, this leaves hoteliers with 3 main options: - Increase Paid Search budgets each year to keep up with rising CPCs - Keep Paid Search budgets the same, acknowledging that revenue and ROI will most likely fall YOY - Take budget away from Paid Search and put it into a different advertising channel Get the full story at GCommerce