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$2.2 billion losses due to hotel "Brandjacking"

1 min reading time

Published on 26/05/11 - Updated on 17/03/22

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The act of diverting traffic away from hotel groups' websites is getting recognition by web analysts. A recent study estimates up to $2.2 billion of business being deverted from its original destination through various techniques to redirect hotel reservations to OTA's web sites.

The coined term is a compound word consisting of brand + hijacking. It has been a major complaint coming from the hotel industry ever since the emergence of on-line travel agencies because internet visitors are being directed to OTA's instead of the hotels' own booking engine, costing hotels millions in commissions.This practice is now spreading to the luxury, sporting, and pharmaceutical industries so it's getting more media and commercial attention.This practice is now spreading to the luxury, sporting, and pharmaceutical industries so it's getting more media and commercial attention.

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