This step involves identifying each channel’s COPE ADR during the peak occupancy months to better understand the optimal channel mix for increased profitability.
When Trivago advertises in Google Hotels, it competes for clicks against its own largest advertisers, Booking Holdings and Trivago parent Expedia Group. It’s enough to make your head spin
Hotel distribution is often seen as a duopoly held by Booking and Expedia. While they do command a sizeable market share, there are actually other channels that hoteliers are leveraging successfully.
While all of these advanced metasearch strategies will drive strong results for just about any campaign, their effect is much greater when applied to healthy campaigns..
We look at how hotel distribution has evolved and how to optimize inventory distribution. We also put emphasis on the need to generate direct bookings through your own website.
Other than reach, why is it so important for us to be talking about metasearch now? It has to do with the new relevance of metasearch as per recent updates from Google.