Travel & Hospitality Industry
Too many consumers on their way to legitimate travel brands online are getting rerouted—by scammers
According to eMarketer, US travel sales booked online will rise 12 percent every year. Yes, the travel industry has moved online—where customer loyalty and trust, always a key to the industry, demand a positive customer experience at every brand touchpoint—including through affiliates and channel partners.
That customer experience is under attack. Bent on siphoning away both web traffic and revenue, scammers use an array of exploits: paid search abuse, cybersquatting, pay-per-click schemes and spam all diverting traffic to illicit or competitive sites. Meanwhile, cybercriminals conduct phishing and other attacks, exploiting trusted brands to steal traveler credentials and reward program assets. Problems come from “inside” as well, when travel franchisees and affiliates violate pricing and channel policies.
Left unchecked, these problems directly result in revenue losses—along with eroding brand reputation, flagging customer loyalty and trust and a reluctance to book online.
Fortunately, travel and hospitality organizations can protect their brands and revenues by taking proactive, holistic action. MarkMonitor® can help.