Planning a vacation can be overwhelming, but savvy travelers are turning to metasearch platforms like Google Hotel Ads, Tripadvisor, and Trivago to simplify their searches, compare prices, and secure deals. Unfortunately, many hotels miss out on the benefits of metasearch in their digital marketing strategies, losing the chance to reach more travelers, compete with OTAs, and drive direct bookings. This guide demystifies metasearch marketing for independent hotels and other lodging properties. Continue reading to discover what metasearch is, how it differs from OTAs, and how to create a winning hotel metasearch strategy that boosts your online presence, increases bookings, and maximizes profits.
Understanding Hotel Metasearch Engines
What is Metasearch?
While metasearch may seem new to some hoteliers, it’s been integral to the travel industry for over two decades. Often called a “search engine for search engines,” a metasearch platform aggregates information and rates from various distribution channels, presenting them in one convenient place. This convenience allows travelers to compare hotel booking options without visiting several sites.
Leading metasearch platforms in hospitality include Google Hotel Ads, Tripadvisor, KAYAK, Trivago, Hopper, and Skyscanner. Some platforms also offer aggregated information for flights, car rentals, and activities, enabling comprehensive trip planning in one spot.
How Do Hotel Metasearch Engines Work?
Most metasearch sites function similarly. After entering a destination and travel dates, users receive a list of available hotels and rates. By clicking on a hotel, they can view detailed listings, including hotel information, photos, and reviews, along with rates and availability from various sources. Users may book directly through the site or via links to other booking channels. Direct booking links to a hotel’s website are only included if the hotel advertises on the metasearch platform, providing a vital direct booking option among the OTA links.
Hotel Metasearch vs. Online Travel Agencies
The primary difference between metasearch sites and OTAs lies in their booking capabilities. OTAs offer rates and bookings through a single channel—their own. In contrast, metasearch sites display rates from numerous channels, up to twenty or more, allowing travelers to see all available options. Notably, the competitive nature of these platforms often leads advertisers to undercut each other’s rates.
Another key distinction is the business model. OTAs usually operate on a commission basis, while metasearch engines often use a cost-per-click (CPC) model, charging hotels for each click that leads to their website.
Harnessing Hotel Metasearch Marketing
What is Metasearch Marketing?
Metasearch marketing leverages these platforms as an advertising channel to boost visibility, raise awareness, and attract bookings. It places a hotel in search results with its real-time room rates and a direct link to its website. Some platforms allow for additional marketing messaging such as free cancellation or complimentary breakfast.
Rankings impact visibility, and hotels must compete for top positions in relevant search results. Without advertising, a hotel’s direct booking link may not appear or may be listed far down, leading to missed opportunities for direct bookings. This makes metasearch campaigns a crucial component of a comprehensive hotel marketing strategy.
Bidding and Payment Models
Hotels can typically select between two payment models on metasearch platforms: CPC or commission-based. With CPC, hotels pay a fee for each click that leads to their site, competing for higher ad placements. Conversely, the commission model charges a percentage of the room rate on bookings, with fees due after a guest books, regardless of cancellations.
Google’s Shift from Commission-based Bidding
As of April 2024, Google moved away from commission-based models, favoring CPC to foster more effective growth strategies. Existing commission strategies remain supported until February 2025. This transition, while initially daunting, offers benefits such as lower transaction fees, increased ad spend control, and higher returns on ad spend.
Maximizing Metasearch Marketing for Independent Properties
Independent hotels, hostels, inns, and similar properties can significantly benefit from metasearch marketing, experiencing advantages like:
- Broader Reach: A diverse distribution strategy enhances visibility and increases booking opportunities.
- Increased Revenue: Metasearch platforms attract high-intent travelers, leading to potentially more bookings at lower costs.
- Direct Competition with OTAs: By advertising on metasearch sites, your property can capture travelers who might otherwise book through OTAs.
- Direct Relationship with Guests: Direct bookings allow for capturing guest contact information, enabling early communication and relationship-building.
- Upselling Opportunities: Direct booking through your website allows for promotion of higher-category rooms and on-property services.
- Target Active Trip Planners: Ads only display when rooms are available, ensuring you’re not paying for clicks without room availability.
The Top Hotel Metasearch Engines to Consider
- Google Hotel Ads: With 67% of the market share, Google is a key player in metasearch spending. Its integration with Search, Maps, and My Business Profiles provides unmatched exposure.
- Tripadvisor: A pioneer in the metasearch domain, Tripadvisor offers a range of advertising options, with most hotels opting for the CPC model.
- Trivago: Partnered with over 180 global OTAs. Offers CPC and cost-per-acquisition models.
- KAYAK: An original pioneer, now part of Booking Holdings, offering wide global reach.
- Wego: Popular in Asia Pacific and MENA regions, Wego allows comprehensive travel planning.
- Skyscanner: Widely used for both flight and hotel comparisons, covering a broad international market.
- HotelsCombined: Acquired by Booking Holdings, HotelsCombined is a comprehensive site for comparing hotel prices.
- Hopper: Utilizes data algorithms to find the best travel deals, expanding into hotel bookings and rentals.
Effective Hotel Metasearch Strategies
- Optimize Your Reach: Choose metasearch channels wisely, setting tailored strategies and budgets for each.
- Manage Rates: Ensure rate parity across channels to avoid wasted advertising dollars due to lower OTA rates.
- Diversify Offerings: Include multiple room types, rate plans, and value-added options to appeal to different travelers.
- Optimize Listings: Keep listings complete and up-to-date with compelling descriptions and photos.
- Manage Reviews: Monitor and respond to reviews to improve ratings and influence click-through rates.
- Monitor Performance: Regularly track performance metrics to optimize spending and enhance campaign effectiveness.
Getting Started with Metasearch
If your property is on OTAs, it’s likely already on metasearch sites, but listings may be incomplete. Begin by visiting these platforms to update or claim your listings. Choosing the right partners and tools is crucial for managing rates, reducing errors, and capturing booking opportunities.
Essential Tools for Metasearch Success: Integrate a website booking engine with your PMS or CRS, use a channel manager for easy rate management, and adopt a revenue management system to monitor competitor rates and optimize pricing.
