Successful Search Engine Marketing (SEM) in the Highly Competitive Hotel Segment Carefully Structured SEM Campaigns Enable Ongoing Efficiency Improvements Best Western With over 4,000 hotels in more than 80 countries, Best Wes- tern is the world’s biggest hotel chain and brings together commercially independent hotels under a single brand. In Germany and Luxembourg, Best Western Hotels Deutschland GmbH comprises more than 170 individual hote

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