LateRooms.com: Brands still win! Marketing in the era of Google
Principal authors: Jamie Inman, Beattie McGuinness Bungay; Jayesh Rajdev and Paul Sturgeon, MediaComContributing 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...