metasearch

We talk specifically about Google, how it has evolved a number of its products and how they can be of real value to hotels in a risk free way

By focusing on optimized ads spend across metasearch channels, hotels can expand reach to a broader demographic and drive direct bookings

This pay per stay bidding strategy allows partners to pay only when the guest stay has actually occurred, removing any risk of cancellation for the partner

Unlike other advertising types, metasearch ads appear on metasearch sites when shoppers have narrowed down hotels and are looking at rates and availability

Price-comparison websites are a significant source of such bookings, and new tools are making it easier for smaller hoteliers to ramp up their ad purchases

There’s no doubt Google is on the rise and we expect the likes of Tripadvisor and Trivago, described by some as zombie companies, to be acquired or lifted

Most hotels are in a mode of profit recovery so getting the right distribution mix and lowering distribution cost just became mission critical

It’s not just what channels you’re on and which people you’re reaching, it’s important to think about the marketing message you use to inspire confidence

In addition to pure profitability, there are other advantages to having active Ads campaigns, probably unknown to many, and perhaps important to some hotels

2020 will largely be remembered for the impact of COVID-19. From a metasearch perspective, it will also be remembered for the introduction and expansion of paid placement products