Hotel group Mantra has sent a stern message to agents that it says are damaging the integrity of its trademarks or brands by diverting its online traffic, vowing to cut them off or pursue legal action if they persist.
The agents in question have been instructed to cease placing bids for any of Mantra's trademarks or brands, to not use "negative phrase match functionality" with relevant search engine providers, and to immediately cease using its trademarks and brands in URLs.
"We have invested heavily in building and protecting our brands in the online environment and continue to work with agents who add value in the distribution chain, but we will not tolerate parasitic business practices that detract from our brand integrity," executive director of sales, marketing and distribution Kent Davidson said.
"A collective stance against this will send a strong message to these agents that the industry is diligently monitoring this space and will take action."
Those agents implicated in the row have been asked to provide a written undertaking that they will adhere to these instructions or face further action.
The hotel firm warned it has fough such trademark cases before in the Federal Court and won, promising it "will not hesitate" to act if necessary.
"We are seeking compliance from these parties and how the due process will occur, however we are prepared to take further action to recoup revenue lost through consumer traffic being diverted as a result of this activity," Davidson said.
