LateRooms.com: Brands still win! Marketing in the era of Google

Principal authors: Jamie Inman, Beattie McGuinness Bungay; Jayesh Rajdev and Paul Sturgeon, MediaCom
Contributing authors: Jessica Reading and Lynda Matthews, LateRooms.com

1. INTRODUCTION

In the last 5 years there has been a tremendous fight going on in the market for online hotel booking. Booking.com, one of Google's biggest global customers, has battled online travel brands from the first dotcom boom – Expedia and Lastminute.com. Meanwhile, new brands launched and marketing spend in the category soared.

In 2007, LateRooms.com was a modest sized player in the market looking to grow. To succeed, it had to make some very hard choices about how to spend its marketing money. These are choices common to many brands in the internet era, all of whom have to weigh up the short-term value of business acquired by search against the long-term value of brand building. LateRooms.com undertook to do both.