Metasearch engines originated as a means for prospective customers to compare hotel room pricing across many booking websites. These engines have transitioned from a simple pay-per-click business to a commission-per-booking approach over time. Internet omnipresences such as Google and TripAdvisor now offer rapid booking alternatives for which they charge hotels a commission on all bookings made through their websites.
A metasearch engine is a comparison tool used by travellers to check hotel rates at a certain destination. This one-of-a-kind search engine sends the user’s request to other search engines and collects the results into an easy-to-use list, making the booking procedure more convenient. Travelers can instantly compare rates and view real-time availability.
Metasearch engines offer a way to consolidate your hotel’s marketing and distribution efforts in a single location, as they may be utilised as both a booking channel and an advertising platform. In addition, they provide a significant opportunity for hotels because guests can search and book rooms immediately, facilitating last-minute reservations.
“Google Hotel Ads, Tripadvisor, KAYAK, Trivago, and Skyscanner are some of the most popular metasearch sites in the hospitality industry. Some metasearch sites also put together information about flights, car rentals, and things to do, so travellers can plan their whole trip on one site.”
Typically, metasearch engines function in the same manner. The user is asked to specify a departure location and arrival and departure times once they reach the platform. The search results then present a list of hotels and their respective pricing in the area, just like online travel agencies do.
Clicking on a hotel results in a detailed description, complete with photographs, guest ratings, and pricing and availability culled from multiple booking sites. The best available rate may be displayed in some listings while other ads may only show pricing for a certain number of room types. Information about the cancellation policy and any extras, like as complimentary breakfast or Wi-Fi, that come with a booking may also be offered.
Any user who wants to reserve something can do so by clicking on one of the links provided and being directed to the appropriate booking source. When using a metasearch engine, it’s possible that you’ll also be able to reserve your hotel room without ever leaving the site.
Metasearch marketing provides numerous benefits for small and independently owned hotels, hostels, inns, and other forms of lodging. Possibilities abound, and they include:
Extend your sphere of influence: A well-rounded distribution plan should include metasearch. More exposure, more recognition, and more potential bookings come when your property is featured on more channels.
Earn more money and generate more money from your hotel business: Tourists appreciate hotel metasearch sites because they can quickly and easily compare prices from a number of different booking sites. Hotels might potentially generate bookings at a lesser cost through metasearch than through other distribution channels since they are exposed to travellers with a higher propensity to book.
There are many online travel agencies (OTAs) bidding for advertising space on metasearch engines, so you’ll need to differentiate your brand. Your hotel will stand out from the crowd by being included on these sites, drawing in trip planners who might otherwise use online travel agencies (OTAs) and converting them into direct reservations.
Direct reservations allow you to capture guest contact information at the moment of reservation, giving you full control over the connection. Automatic email communications, such as booking confirmations and pre-arrival notes, allow you to immediately begin fostering relationships with guests.
To sell more by going upmarket or selling complementary products. Visitors to your website give you more sway over the booking process. You can advertise room types, packages, and extras that aren’t found on OTAs, in addition to the hotel’s other offerings like its restaurant, bar, retail space, spa, and recreational facilities.
Commission rates are typically between 15-30 percent. In comparison, direct bookings secured through Google’s pay per stay model cost as low as two percent. Unlike with Google Advertisements and other advertising channels, you won’t have to pay for clicks on dates when your hotel rooms aren’t available when you target vacation planners with metasearch ads.