Metasearch helps travelers compare hotel rates from various online travel agencies and other booking sites in one place. In metasearch sites, hotels and online travel channels publish their rates and availabilities.
Travelers today are more information savvy than ever and researches their travel meticulously. Their planning, especially for hotel booking, begins at OTAs and metasearch. Spending a few minutes updating profile on Meta sites can increase bookings and can generate more revenue for hoteliers.
Meta Search Allows for Direct Bookings
Two of the largest OTAs, Booking.com and Expedia’s online advertisement spent more than that of all hotel brands combined. While traditionally, hotels spend around 8% of their budget on marketing, for OTAs, it is over 50%. Getting attention of travelers on the complex world of online, where PPC rules, has become increasingly challenging for hoteliers. It is here, metasearch comes into play.
Metasearch sites allow for visitors to book either through OTAs or through the brand website. Working on the CPC model, the rates are displayed with emphasis given to highest bidders. Hotels pay when someone clicks on the link. Metaseach sites like TripAdvisor and Google also, in addition, offer the CPA model where hotels pay the channels a commission whenever a traveler books from their brand website.
Metasearch is still holding strong
In recent time, Booking.Com and Expedia has substantially cut down their metasearch ad spent. While this move led to some debates over the viability of metasearch, in my opinion, this gives hotels a unique advantage to drive more direct bookings. MReports show that meta search statistics are up by 13 percent in recent years and are continuing to grow.
In utilizing meta search channels, hotels can remain modern and relevant, and can widen and diversify their audience.
Comparison Features can be Beneficial
A popular feature of meta search channels is the availability to compare select hotels against each other – something that OTAs typically does not offer.
Believe it or not, comparison isn’t solely based upon price. For example, it has been found that an estimated 71 percent of users look to basic information, while 67 percent of users compare photographs. Comparison may seem daunting, but it’s actually a good chance to show off.
Upgrading to two-way connectivity can help you improve your channel content, by making it quicker and easier to update multiple channels with up-to-date information regarding the establishment.
With meta search considered to be one of the biggest marketing techniques of the year, there has never been a better time to add these channels to your distribution portfolio. Make sure you choose to work with digital marketing specialists with relevant channel connections to get it right the first time.
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