John Guscic, the CEO of the $2.2 billion listed online travel group Webjet, says his company has a “high motivation” not to pay Google escalating prices for paid search clicks and his secret sauce for success lies in years of investment in longer-term brand building.

It’s a rare, strategic marketing approach from the boss of a $2 billion digital company but increasing industry and academic evidence the world over is backing Mr Guscic’s multi-year focus on building Webjet’s brand.