Also, for a company that does not do well in your account under generic searches, the site actually comes up as #2 organically for the term “hotel” on Google. That puts them above Marriot, Best Western, Radisson and Windham. They are trumped by hotels.com, who has the likley lock because of URL name. But why would you waste your money buying generic terms that drive awareness to your brand name when you have a distant relative named Paris who does it for you for free? (ed. note. This was the point – take advantage of the traffic, which is not being done at present)

All said and done, I think the Paris Hilton antics, while they could be capitalized on by the Hilton brands have presented as much liability as they have buzz. Try marketing the Hilton Hotel in Paris, France to people who want go to see the Tour de France when you get 2,000 perverts clicking on the search term “hilton paris” even though the creative is clearly for the hotel… never underestimate the ignorance of the avg. american keyboard jockey! They just might surprise you with a new low.

D