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Guide to Understand Online Legal Issues for Hotel Marketers

We all recognize that the Internet is becoming the ideal medium to reach consumers with branding messages,

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and travel promotions. Growing interest in interactive marketing resulted in the formation of the Hotel Internet Marketing Committee by e-commerce executives in the hotel industry in 2003, which developed becoming the Travel Internet Marketing Organization.

The actual catalyst for the creation of the HSMAI Hotel Internet Marketing Committee were the legal issues faced by online marketers in the hospitality and travel industry. The first HSMAI Hotel Internet Marketing Strategy Conference in December of 2003 was the first forum in the hotel industry that ever addressed the issue of online trademark protection, spawning, mouse-trapping, phishing, spoofing, cyber-squatting, domain name fraud, as well as spyware. It became very clear that loss of control of a company’s trademark (for example when a third party bids on a trademarked term on search engines), not only may lead to loss in revenues, but also brand confusion by the consumer.

Having been on the editorial board of this book, I would like to congratulate the authors for putting together this invaluable guide

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to “Demystifying Legal Issues in the Online Landscape for Hotel Marketers“. This reference, developed by TIG, HSMAI and Cyvellance and authored by Sue Heilbronner and Cindy Estis Green is long overdue.

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