Despite efforts to target international travelers, few U.S.-based Luxury Hotels appear near the top of E.U. search results. Only a handful of North American brands have been able to attract significant visibility, according to L2’s Regional Search Strategies report.
When consumers in the U.K., Germany, and France search for hotels in the U.S., only five U.S. brands secure top search visibility, dominated by larger brands including Marriott and The Ritz-Carlton. One exception is Trump Hotels, which scores a top-five spot in both U.K. and German searches.
Germany is one of the most promising areas for U.S. brands to focus visibility-boosting efforts, since the limited number of German hotel chains means that they face the least competition. In contrast, while U.S. brands have made inroads in the U.K. and France, the competition among domestic favorites including Belmond, Dorchester Collection, and Relais & Chateaux remains tougher to crack.