BUZZ SAW What is Hotel Brandjacking?
This in from our wired friends, that a new wave of 'brandjacking' is taking place in the world of hotel online bookings.
For those who don't know the term – it broadly refers to third party, and in most cases unauthorized use of hospitality brand names to point to external web sites or booking engines.
In many cases these schemes rely on miss-spelled names, or nearly identically named domains with traffic that is then directed to a booking portal or pay-per-click site.
The business model is huge and the rise of identical twins is displacing significant levels of business from hotel chain global booking sites into online travel sites.