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Benchmark Report Shows Importance of Paid Marketing in Driving Brand.com Traffic

Sabre released their 2020 brand.com benchmark report showing that a higher percentage of traffic came to hotel websites via CPC/Paid Search; up to 18% of all traffic in 2019 from 14% in the previous year.   While Organic Search continues to drive the most traffic (44%), it has decreased 5pts from 2018.  This highlights the continued importance of SEO in driving traffic organically, as well as the importance of a healthy investment in Paid Search and CPC.  This suggests an increase in hotel investments in CPC, as well as, an increase in the ability for paid search to drive traffic.  



Key Takeaways
  • Organic Search continues to reign at the top for driving traffic
  • CPC/Paid Search continues to grow in importance for the hotel industry
  • Direct traffic importance has not changed in the last year

Show me the data

Brand.com Traffic Change from 2018 to 2019



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