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.
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.