E-MARKETING & E-DISTRIBUTION

Issue
Trademark Infringement On-Line

The proliferation of third party on-line distributors and marketing via search engines has, on one hand, meant increased distribution channels for hotels, providing additional marketing opportunities, distribution networks and portals for revenue generation, most effectively for independent non-branded properties that are now seen to be on a level playing field with major international hotel brands in the on-line domain.

On the negative side, the Internet as a medium has catalysed a number of illegal and/or bad practises that:

• Mislead consumers
• Misrepresent hotel brands
• Limit competition
• Drive up costs for hotel companies

These practises negatively impact all branded hotel networks and the impact to both consumers and hotel companies has only been amplified as the Internet has grown as a medium for travel industry eCommerce.

(Excerpts taken from 31 May 2005 Hotel Industry Trademark & Brand Abuse Paper by Hilton International )

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