Mantra Group will sue Online Travel Agents that use paid search marketing to specifically target their hotel brands Peppers, Mantra and BreakFree on Google and other search engines. “We will not tolerate parasitic business practices that detract from our brand integrity,” said Kent Davidson, Executive Director – Sales, Marketing & Distribution.
“We are prepared to take further action to recoup revenue lost through consumer traffic being diverted as a result of this activity.”.
Mantra would also cut off room supply to agents that ignore the edict, warned Mr Davidson, who also called on industry peers to take similar action.
“A collective stance against this activity will send a strong message to these agents that the industry is diligently monitoring this space and will take action.”
Mantra said offending agents have been instructed to cease placing bids for any of Mantra Group’s trade marks or brands; deploy negative phrase match functionality with applicable search engine providers and immediately cease using Mantra Group’s trade marks and brands in URLs.
“A written undertaking from the offending agents that they will adhere to these instructions is required or further action will take place.
“Mantra Group has successfully fought and won previous trade mark cases in the Federal Court and, if required, will not hesitate to do so again.
“We are seeking compliance from these parties and hope the due process will occur, however we are prepared to take further action.”
Mantra Group has 114 properties and 15,000 rooms under management. It is the second largest accommodation operator within Australia.