Hotel metasearch advertising
A guide to boosting direct bookings in 2024
đ¨ TLDR
Understanding Metasearch: Metasearch is an advertising platform that aggregates hotel prices from various sources, enabling direct competition with OTAs.
Direct Bookings: Metasearch drives direct bookings by increasing visibility on platforms like Google Hotel Ads, Trivago or Tripadvisor allowing hotels to offer competitive rates and better cancellation policies.
Cost Efficiency: Metasearch can be more cost-effective than OTAs, offering flexible bidding models like cost-per-click and cost-per-acquisition, reducing the cost of sales.
Consumer Preferences: Travelers increasingly prefer direct bookings for better relationships with hosts, highlighting the importance of hotels having a presence on metasearch to capture this demand.
Diving into hotel metasearch advertising might seem overwhelming at first, especially if you're just getting started. Don't worryâwe're here to break it down for you and show you how to make the most of this powerful channel.
Metasearch engines are online platforms that compare hotel rates from multiple booking sites simultaneously. They don't sell rooms directly but rather redirect users to the booking sites offering the best deals. It is a growing channel that enables you to drive direct bookings at lower commissions, allowing you to compete effectively with OTAs (Online Travel Agents). Incorporating metasearch into your hotelâs digital strategy for 2024 is essential to reclaim those high OTA commissions.
By connecting your hotelâs CRS to major metasearch channels, such as Google, TripAdvisor, and Trivago, you can showcase live room rates. Through strategic bidding, you can enhance your visibility and rankings, directing potential guests straight to your hotel's booking page.
This streamlined approach places your âOfficial Websiteâ brand alongside cost-intensive OTAs, helping you capture direct bookings.
Where Does Metasearch Appear?
âĄď¸Google: Metasearch results are displayed in your Google Business Profile. Your official rate is marked as 'Official Website' to distinguish it from OTA listings.
âĄď¸TripAdvisor: Hotel metasearch listings appear beneath your hotelâs room search. Clicking âView all dealsâ reveals all available metasearch rates.
âĄď¸Trivago: Metasearch rates are visible under the âDealsâ section, with your websiteâs rates marked with a blue tick labeled âHotel site.â
đď¸ Benefits of Hotel Metasearch
Metasearch is a bottom-of-the-funnel tool that generates direct bookings by exposing your hotel to travelers ready to book. It boasts high conversion rates, with 60% of independent hoteliers recognizing it as the most effective marketing channel.
Active participation in metasearch not only protects your brand but also increases website traffic and boosts revenue from your booking engine. Like entering a lottery, you canât win if you donât play.
The primary objective is clear: secure room bookings with lower commissions than OTAs require. Utilizing metasearch is vital to boosting direct revenue, decreasing dependency on OTAs, and ensuring a robust ROI.
Metasearch also provides additional benefits, such as insights from clicks, impressions, and auctions, expanding your guest database, and enhancing brand loyalty.
Why Start Metasearch Now?
If you're not yet using metasearch, you're already behind competitors and OTAs. The channel has become increasingly profitable and efficient due to advancements in bidding algorithms and new advertising placements.
Comparing Metasearch and Paid Search
Using only paid search or metasearch limits your reach. Both channels are crucial as travelers utilize both search engines and metasearch platforms. Together, they cover more ground on your brandâs SERP (Search Engine Results Pages).
Metasearch allows bidding on specific check-in dates, booking windows, and stay lengths, which paid search cannot do. Conversely, paid search enables keyword targeting, a feature absent in metasearch.
Incorporating both metasearch and paid search into your strategy ensures comprehensive coverage. PPC protects brand position and raises awareness, while metasearch targets users ready to book.
Which Marketing Agencies Can Assist with Metasearch Advertising?
Before selecting an agency or a partner, it's essential to analyze your specific needs and conduct thorough research. Here are some of the leading agencies worldwide that specialize in metasearch advertising:
Digital Suite: As a Google Premium Partner for Hotels, Digital Suite specializes in metasearch and digital advertising. They offer marketing consulting services to over 3.000 hotels, helping them optimize their online presence and drive direct bookings.
Mirai: Mirai offers comprehensive metasearch services that include strategy campaign management and performance analysis. They help optimize visibility across multiple channels.
Net Affinity: This agency focuses on providing bespoke marketing solutions for hotels, including metasearch management. They work with platforms like Google Hotel Ads and TripAdvisor to increase visibility and direct bookings for their clients.