Metasearch has gone from a niche tactic to a fundamental component of hotel advertising in only a few years.
More and more travelers are using metasearch sites to compare hotel room rates from various online travel agents (OTAs) and other booking sites all in one place. It’s the fastest-growing channel for hotel advertising and has quickly become a ‘must have’ for hotels that want to stay competitive and drive direct bookings.
It’s no secret that Google has played a significant role when it comes to online searches and generating direct bookings vs indirect bookings via OTAs. With the growth of Google Hotel Ads, participating in metasearch means you are increasing your visibility and competing for guests who are actively looking to book your hotel.
Directly connect your hotel booking engine or channel manager to metasearch providers. Once connected, rates and availability from your booking engine are sent to the various metasearch channels. All clicks are re-routed to your booking engine with pre-selected dates, allowing visitors to book directly with you.
As with any marketing tactic, metasearch should complement the wider marketing strategy at the hotel. Hotels must decide on the best channel mix and bidding strategies that compliment their marketing goals and desired guest profile. Metasearch bid controls are complex and can include length of stay, promotional rates, slash through pricing and upsell packages.
Below are a few examples of metasearch offers via Google Hotel Ads:
There are a small number of important metasearch engines. Aside from Google Hotel Ads, Kayak, TripAdvisor, and Trivago are some of the hardest hitters for metasearch channels. Maximizing your exposure and revenue on these sites requires a solid strategy and expert guidance on channel and bid management. As with any marketing tactic, metasearch should compliment your hotel’s overall marketing strategy.
Vizergy’s metasearch program is managed by our trained analysts who establish the best strategy and monitor connectivity, budget, and performance. Our team will discuss the best channel mix and bidding strategies that work best for your property. In-depth reports provide insights to ROI, overall revenue, spend and other key performance metrics reporting.
For more information about metasearch or to request pricing, contact Vizergy.
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Staying Relevant With Google Hotel Ads
Metasearch Explained: What Hoteliers Need to Know
