For the real bucks, SEM’s still the way to go | webintravel.com

As far as Jos Weesjes (right), vice president, distribution marketing & revenue management, InterContinental Hotels Group Asia Pacific, is concerned, SEM (Search Engine Marketing) remains the most effective tool for direct revenue generation despite the rise in popularity of social media. He said, “It is known that people search four to five times before making a choice so you want to make sure they find you easily. Some customers use Expedia to search or they use branded networks. Then there’s the meta search sites like Wego which I see as the Google of travel.”