Skift Take

What's in a brand? When it comes to those like Hotels.com, probably hundreds of millions or billions of dollars. The inconvenient truth is that vacation-rental-selling Hotels.com isn't likely to rebrand anytime soon.

Series: Dennis' Online Travel Briefing

Dennis' Online Travel Briefing

Editor’s Note:¬†Every Wednesday, Executive Editor and online travel rockstar Dennis Schaal will bring readers exclusive reporting and insight into the business of online travel and digital booking, and how this sector has an impact across the travel industry.

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Online Travel This Week Rebranding got a lot of attention in the past few days with Facebook's name-change to Meta, but what about Hotels.com's outdated brand? The idea for this column arrived Wednesday afternoon when the subject line of a Hotels.com email popped in: "We o