Marriott to get touch on protecting use of its brands online and off
Marriott International is introducing tough new policies to curb what it sees as abuse of its trademarks. The move will alter the way online and offline travel sellers market the chain?s rooms, according to Travel Weekly.
The new guidelines for online and offline marketers will be announced in early November and take into effect end of the year.
The guidelines, backed by a range of enforcement actions, stipulate that ?an online travel company may not use any Marriott trademark in the text or title of any paid search ad.? Reported Travel Weekly.
Marriott brands can not be used on paid ads in search engines such as Yahoo and Google, travel research Web sites such as Expedia?s TripAdvisor and USBestHotels.com, and comparison shopping sites such as NexTag or Sidestep.
The new guidelines apply to the brands Marriott, JW Marriott, Renaissance, Courtyard, Residence Inn, Fairfield Inn, TownePlace Suites, Springhill Suites, Marriott Vacation Club, Ritz-Carlton, ExecuStay and Marriott Executive Apartments, as well as to the Marriott Rewards and Escape! Packages brands.
A search on Googles reveals that most major online travel companies use one or more of Marriott?s brands in their keyword search or purchase strategy.
The guidelines also prohibit ?Keyword stuffing? for optimizing web pages
Google does not get involved with trademark disputes between advertisers and trademark owners. Additionally, Google allows advertisers to purchase keywords with trademarks owned by others, as long as the ad does not infringe on trademarks.
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