Sojern’s Complete Guide to Hotel Metasearch
If you care about driving direct bookings, a multichannel marketing strategy is critical for this success.
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If you care about driving direct bookings, a multichannel marketing strategy is critical for this success.
If you care about driving direct bookings, a multichannel marketing strategy is critical for this success.
Dramatically increase your direct bookings by establishing your presence on metasearch engines. In Sojern’s Complete Guide to Hotel Metasearch, you can learn about:
The Complete Guide to Hotel Metasearch explains how metasearch marketing can drive direct bookings, reduce reliance on OTAs, and increase profitability for hotels. It covers the fundamentals of metasearch, best practices, and how to integrate it into a comprehensive marketing strategy to capitalize on high-intent travelers.
Metasearch platforms, such as Google Hotel Ads and Tripadvisor, allow travelers to compare real-time rates and book directly with hotels. Positioned at the mid-to-lower funnel of the traveler’s path to purchase, metasearch campaigns boast a high average conversion rate of 4.5%, making them an essential tool for capturing high-value guests.
Unlike OTAs, which control the customer relationship, metasearch directs travelers to book directly on a hotel's website. This ownership of customer data allows hotels to build personalized connections, increase upselling opportunities, and foster long-term loyalty while maximizing net revenue per available room (Net RevPAR).
Metasearch is uniquely positioned for the cookieless future, as it doesn’t rely on third-party cookies. With payment models like pay-per-click and commission-per-stay, it provides flexible and efficient options to optimize ROI. Hoteliers leveraging metasearch within a multichannel strategy can achieve up to 72% incremental bookings not captured by other channels.
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Metasearch websites consolidate rates from multiple booking channels, such as hotel websites, wholesalers, and OTAs. The most well-known metasearch websites include Trivago, Kayak, Skyscanner, Tripadvisor, and of course, Google Hotel Ads.
Metasearch is different because results are prompted by the user entering dates for their trip. It’s also the only channel that uses live rates with a path to purchase that leads directly to the hotel website.
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