metasearch

Recently, Kayak and Trivago have enhanced their user experiences in an effort to provide more relevant information to users on their booking journeys

A successful metasearch bidding strategy is far from one-size-fits-all. Adapting to macro behavioral trends as they emerge is essential for any enterprising hotel.

When it comes to hotel advertising channels, Metasearch Advertising is the new, big kid on the block, spanning multiple platforms, multiple placements and boasting extremely healthy ROAS.

Metasearch levels the playing field and can be a strong driver of demand when leveraged correctly. Independent hotels don’t enjoy economies of scale so they must be strategic with marketing spend.

Metasearch is popular for hotels because bookings are non-commissionable direct bookings. The CPC model levels the field, so independents and smaller properties can bid alongside larger hotels

Metasearch is not a new concept. In fact, the concept and implementation of metasearch dates back to the mid-nineties with websites/engines such as SearchSavvy, MetaCrawler, and Hotbot

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

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..

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.

As digital experts in the hospitality industry, a question we often get asked is “How can I drive more direct bookings” or “How can I take business away from the OTA’s?”. […]