{"id":13082,"date":"2026-10-26T10:29:15","date_gmt":"2026-10-26T09:29:15","guid":{"rendered":"https:\/\/tragento.com\/?p=13082"},"modified":"2026-10-26T10:29:17","modified_gmt":"2026-10-26T09:29:17","slug":"brand-hijacking-im-hotelgewerbe-11-millionen-anzeigen-lenken-gaste-von-direktreservierungen-ab","status":"publish","type":"post","link":"https:\/\/tragento.com\/de\/brand-hijacking-u-hotelijerstvu-11-milijun-oglasa-preusmjerava-goste-s-izravnih-rezervacija\/","title":{"rendered":"Brand-Hijacking im Hotelgewerbe: 1,1 Millionen Anzeigen lenken G\u00e4ste von Direktreservierungen ab"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><em>Eine neue Studie der Firma Operto zeigt die Ausma\u00dfe dieser Praxis, bei der einzelne Online-Vermittler Hotelnamen in Google-Werbeanzeigen verwenden, um G\u00e4ste anzuziehen, die direkt buchen m\u00f6chten. In nur einem Monat wurden rund 1,1 Millionen Anzeigen identifiziert, die mit 204.000 Hotels auf der ganzen Welt in Verbindung stehen.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Der Gast hat bereits ein Hotel ausgew\u00e4hlt, schreibt seinen Namen in Google ein und m\u00f6chte eine Reservierung vornehmen. Statt auf der offiziellen Website des Hotels landet er jedoch auf der Website eines Vermittlers, der die Reservierung in Rechnung stellt und dabei zus\u00e4tzliche Vertriebskosten verursacht.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Genau diese Praxis, bekannt als <strong>Markenpiraterie<\/strong>, Die Technologiefirma Operto hat in einer Studie analysiert <a href=\"https:\/\/operto.com\/state-of-predatory-otas-report-2026\"><em>Der Zustand der Raubtier-OTA-Anbieter 2026<\/em>.<\/a> Eine Analyse der Daten aus dem Google Ads Transparency Center ergab, dass zwischen dem 22. Mai und dem 21. Juni 2026 etwa 1,1 Millionen Anzeigen mit Bezug zu neun beobachteten Buchungsplattformen in 205 L\u00e4ndern registriert wurden.<\/p>\n\n\n\n<h2 id=\"h-kako-hoteli-gube-rezervacije-koje-su-vec-osvojili\" class=\"wp-block-heading\">Wie verlieren Hotels Buchungen, die sie bereits gewonnen haben?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Im Gegensatz zu traditionellen <a href=\"https:\/\/tragento.com\/de\/kategorie\/online\/\" data-type=\"category\" data-id=\"105\">OTA-Plattformen<\/a>, Die Vermittler, die Hotels Sichtbarkeit und neue G\u00e4ste verschaffen, zielen in der Studie vor allem auf Nutzer ab, die bereits nach einem bestimmten Hotel suchen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durch den Kauf von Google-Werbung f\u00fcr den Objektnamen erscheinen sie an der Spitze der Suchergebnisse. Einige Seiten nutzen dabei eine visuelle Identit\u00e4t, die den Eindruck erwecken kann, es handele sich um die offizielle Hotelseite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Der Gast kann so Unterkunft \u00fcber eine dritte Partei reservieren, ohne sich dessen voll bewusst zu sein. Das Hotel zahlt dann eine Vermittlungsgeb\u00fchr, w\u00e4hrend die Kommunikation mit dem Gast, die Stornierungsbedingungen und die Transparenz der Preise zu zus\u00e4tzlichen Problemen werden k\u00f6nnen.<\/p>\n\n\n\n<h2 id=\"h-tri-platforme-prednjace-prema-broju-oglasa\" class=\"wp-block-heading\">Drei Plattformen f\u00fchren bei der Anzahl der Anzeigen an der Spitze.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nach einer Untersuchung von Operto wurden in der betrachteten Zeit am meisten Anzeigen bei der Plattform GuestReservations.com registriert, etwa 540.000. Danach folgen ReservationDesk.com mit etwa 240.000 Anzeigen und BookOnline.com mit etwa 90.000 Anzeigen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es ist wichtig, die Anzahl der Anzeigen von der Anzahl der get\u00e4tigten Buchungen zu unterscheiden. Die Studie dokumentiert die Ausma\u00dfe der Werbung, aber sie belegt weder, wie viele Buchungen tats\u00e4chlich umgeleitet wurden noch welchen finanziellen Verlust das Hotel erleidet.<\/p>\n\n\n\n<h2 id=\"h-problem-postoji-i-izvan-americkog-trzista\" class=\"wp-block-heading\">Das Problem existiert auch au\u00dferhalb des US-Marktes.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Der US-Regulierungsbeh\u00f6rde FTC ging 2017 ebenfalls gegen die Firma Reservation Counter vor, weil diese irref\u00fchrende Hotelreservierungen angeboten hatte. Die Einigung umfasste die Verpflichtung, die Verwendung von Hotelnamen und -logos zu verwerfen und die Verbraucher \u00fcber die Reservierungen besser zu informieren.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00fcr Hotels in Kroatien und der breiteren Adria-Region ist das Problem aufgrund der Abh\u00e4ngigkeit von internationalen G\u00e4sten und Google als Kanal zur Suche nach Unterk\u00fcnften besonders relevant. Die Untersuchung liefert jedoch keine separaten Daten \u00fcber die Anzahl der betroffenen Hotels in der Region.<\/p>\n\n\n\n<h2 id=\"h-zastita-hotelskog-brenda-postaje-dio-distribucijske-strategije\" class=\"wp-block-heading\">Die Marken-Schutzung des Hotels wird Teil der Vertriebsstrategie<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Operto empfiehlt den Hotelbetreibern, regelm\u00e4\u00dfig die Anzeigen zu \u00fcberwachen, die ihre Namen verwenden, die Sichtbarkeit der offiziellen Websites zu st\u00e4rken und die Art und Weise zu kontrollieren, wie das Objekt auf Vermittlungsplattformen pr\u00e4sentiert wird.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es ist besonders n\u00fctzlich, Suchergebnisse aus verschiedenen L\u00e4ndern zu vergleichen, da die Anzeigen, die einem potenziellen Gast in Deutschland oder im Vereinigten K\u00f6nigreich angezeigt werden, nicht unbedingt den gleichen Inhalt wie die Anzeigen sein m\u00fcssen, die der Hotelbetreiber aus seinem eigenen Objekt aussehen l\u00e4sst.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">F\u00fcr Hoteliers ist es am wichtigsten zu ermitteln, ob ein bestimmter Vertriebskanal neue Nachfrage generiert oder lediglich die Geb\u00fchr f\u00fcr den Zugang an den Gast erhebt, der bereits eine Reservierung f\u00fcr das Hotel getroffen hat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Novo istra\u017eivanje kompanije Operto otkriva razmjere prakse u kojoj pojedini online posrednici koriste nazive hotela u Google oglasima kako bi privukli goste koji \u017eele rezervirati izravno. U samo mjesec dana identificirano je oko 1,1 milijun oglasa povezanih s 204.000 hotela diljem svijeta. Gost je ve\u0107&#8230;<\/p>","protected":false},"author":2,"featured_media":7901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_tragento_display_category":0,"footnotes":"","rank_math_title":"","rank_math_description":"","rank_math_focus_keyword":"","_aioseop_title":"","_aioseop_description":""},"categories":[125,105,82,89],"tags":[74,91,246],"class_list":["post-13082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel-resorts","category-online","category-traveltech","category-vijesti","tag-distribucija","tag-hotels","tag-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.7 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand hijacking u hotelijerstvu: Upoznajte problem - Tragento<\/title>\n<meta name=\"description\" content=\"Saznajte vi\u0161e o brand hijacking u hotelijerstvu i kako online 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