Mapping the metasearch customer journey
In this article we dive into Metasearch to support a hotel's potential to drive bookings and maximize revenue.
Metasearch platforms, such as Google Hotel Ads, are becoming essential tools for hotels aiming to maximize direct bookings and reduce reliance on OTA’s. Here are some key facts:
➡️ Over the years, metasearch has evolved into one of the most significant ad-driven booking channels for hotels. In fact, metasearch accounts for 57% of all bookings from ad-driven campaigns, making it the largest platform of its kind.
➡️ The rise in mobile usage has boosted Google Hotel Ads. For instance, there has been a 2.4X year-on-year increase in referrals from Google Hotel Ads on smartphones. This highlights the growing trend of mobile users researching and booking hotels via Google.
➡️Google Hotel Ads is currently the leading metasearch platform, generating 65% of all hotel bookings made through metasearch engines. This dominance is driven by Google's wide reach and the trust that users place in its search results.
➡️Google Hotel Ads has higher conversion rates compared to other advertising channels. Studies indicate that users who click through Google Hotel Ads are 25% more likely to convert into bookings compared to visitors from OTAs. This is because users who use metasearch have already filtered results by preferences like price, location, and amenities, making them highly qualified leads.
After emphasizing the importance of metasearch platforms, it’s time to explore how the customer journey progresses within the metasearch advertising ecosystem.
The customer journey consists of several distinct stages, each playing a vital role in transforming potential customers from initial awareness to final booking. Optimizing each phase is key to maximizing direct bookings.
Below is a comprehensive breakdown of these stages along with important optimization strategies:
1. Awareness and search initiation
Key activity:
The customer begins their journey by conducting a search for hotels in a specific location, often using Google or other search engines. They may enter broad terms like "hotels in [city]" or "accommodation in [destination]."
Optimization points:
Meta search visibility: Ensure your hotel is visible in meta search results, particularly through Google Hotel Ads. This requires integrating your booking engine with meta search platforms, which automatically pulls your inventory and pricing.
Ad copy and presentation: Optimize the presentation of your hotel in meta search results. Ensure that the ad copy is compelling, highlighting key features, amenities, and pricing.
Date flexibility: Allow customers to easily toggle and change dates in their search to reflect real-time availability. This increases the likelihood of the customer finding a suitable option at your property.
2. Consideration and price comparison
Key activity:
After initiating the search, the customer compares prices across various OTAs and direct booking channels displayed in the meta search results. This is where the customer evaluates the options based on price, availability, and other factors.
Optimization points:
Competitive pricing: Ensure that your direct booking channel offers competitive pricing compared to OTAs. Utilize dynamic pricing strategies to adjust rates based on demand, ensuring your rates are attractive.
Visibility of direct booking channel: Ensure that your direct booking channel is clearly marked as the "Official Site" in the meta search results. This can enhance trust and encourage direct bookings.
Highlight unique selling points: Use meta search listings to emphasize unique selling points, such as flexible cancellation policies, room upgrades, or special packages available only through direct bookings.
Collaboration
Price Seeker is a leading platform in the realm of hotel price analysis. It is designed to boost your revenue by providing comprehensive insights into hotel pricing strategies.
Here’s how it works:
Real-Time monitoring: Price Seeker tracks hotel prices in real-time, allowing you to monitor price parity and stay ahead of the competition.
Extensive distribution coverage: The platform tracks prices across more than 200 channels, including flight and hotel packages, with a focus on those with the highest impact on sales.
Expert support: With the backing of specialists in the tourism sector, Price Seeker offers in-depth contextual analysis of prices.
Data-driven decisions: The insights provided by Price Seeker empower you to make informed decisions regarding pricing, hotel distribution, and revenue management, leading to improved results and increased revenue.
Check it out! Price Seeker
3. Engagement and Selection
Key Activity:
The customer selects a specific hotel from the meta search results for more detailed information. They may click on the "View More Prices" option to see the available rates from different channels.
Optimization Points:
Direct Booking Prominence: Position your direct booking option prominently when the customer clicks to view more prices. Ensure it stands out, perhaps by offering a slight discount or additional perks for booking directly.
Ad Placement Strategy: Strategically bid on placements in meta search to ensure your direct booking option appears above or in close proximity to OTA listings. This is particularly important in the pay-per-click (PPC) bidding model.
Custom Landing Pages: Direct customers who click on your meta search listing to a customized landing page that matches their search criteria (dates, room types, etc.). This reduces friction and increases conversion rates.
4. Decision and Booking
Key Activity:
After evaluating the options, the customer decides to book a room, either through an OTA or the hotel’s direct booking system.
Optimization Points:
Streamlined Booking Process: Ensure that your direct booking process is as streamlined as possible. Reduce the number of steps required to complete a booking, and ensure the site is mobile-friendly.
Incentivize Direct Bookings: Offer additional incentives for customers who book directly, such as loyalty points, free breakfast, or other amenities.
Real-Time Updates: Use meta search platforms to provide real-time updates on room availability and pricing. This ensures that customers receive the most accurate information, which can reduce booking abandonment.
5. Post-Booking Engagement
Key Activity:
Once the booking is completed, the customer may receive confirmation and additional information about their stay. This stage is crucial for reinforcing the decision and reducing cancellations.
Optimization Points:
Confirmation and Upselling: Send a personalized booking confirmation email that includes upselling opportunities, such as room upgrades, spa services, or dining options.
Cancellation Policies: Clearly communicate flexible cancellation policies to reduce booking abandonment or cancellations. This can also be highlighted during the meta search phase to encourage bookings.
Customer Support: Provide easy access to customer support post-booking to handle any questions or changes to the reservation. This can increase customer satisfaction and loyalty.
What agencies are worldwide known for Metasearch?
✅ Triptease
✅ Digital Suite
✅ Mirai