While we agree that competing on rate alone shouldn’t be the only focus of your hotels marketing efforts, it’s certainly a big factor in the purchasing decision of your guests. When they can so easily compare prices from OTAs (Online Travel Agents) on metasearch channels like TripAdvisor, Google Hotel Finder, Kayak, Trivago et al, it becomes a necessity for hoteliers with strong rate parity to display their rates alongside those of the OTAs in order to compete for the direct booking.
Our metasearch clients are observing traffic and revenue increasing by an average 5% each month, such is the pace of growth of this exciting distribution channel.
The opportunity to compete on a level playing field with OTAs and attract more direct bookings to your hotel may well be reason enough to explore metasearch as an option. However, for those still undecided, we present 4 reasons why hotel metasearch should be a part of your distribution strategy below;
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Non-Brand Reach
Half of the traffic that feeds into metasearch is non brand. That is, someone searching for terms like ‘luxury hotels bern’ or ‘5 star hotel london’, who hasn’t heard of your property before, may well see your hotel within these channels and book a stay accordingly. Not only are you driving fantastic non brand awareness for your property, you’re also generating incremental revenue too!
