We have to seriously tackle this issue with Hotel General Managers and all distribution players about brand protection online. We know for the last 8-10 years, that Online Travel Agencies (O.T.A) are purchasing keywords using a variety of hotel brand keywords.
That large investment in search engine resulted in traffic being diverted to competitive hotel properties costing billions of lost revenues and million of commission payment.
I seriously think it's time the hotel industry, at least the Middle East markets wakes up and enter into a friendly dispute against these pirates who use unfair practices, to gain more traffic. One website is going ahead and setting up a totally illegal process, that is roomswhiz.com.
In the sample below, you will see how they mis-use a very popular corporate 4-star hotel brand in Dubai Deira.