July 5, 2022

How Hotel Metasearch Marketing Can Help Your Business

Most travellers prioritise choosing an accommodation above all after finalizing a holiday destination. Gradually, metasearch engines have emerged as user-oriented platforms for travelers to find a lodging house in their desired holiday destination. 

Universal platforms like Tripadvisor, Bookings.com, Google Hotel Ads, and Expedia allow users to find a vast list of hotels, compare rates, check customer reviews, and much more. A reservation through these channels is fast, easy, and affordable. 

Working with OTAs and overlooking metasearch marketing?

You are losing a vast chunk of guests to competitors. 

Read the ins and outs of hotel metasearch marketing and why you must use this strategy to stay ahead in the game. 

Hotel Metasearch Marketing - An Overview

A decade ago, most travellers relied on online travel agencies (OTAs) for reservations. It was irking to compromise with fewer destinations and boarding options. Hotel metasearch allows travelers to design their trips as per taste. 

Metasearch platforms or metasearch engines are websites where visitors can find information about various hotels and other lodging options across all popular tour locations worldwide. These channels offer user-friendly tools to compare price plans and proceed with the reservation formalities through a link to the hotel’s booking system.  

Hotel Metasearch marketing is an advertising strategy that hoteliers can leverage to boost their visibility across metasearch channels and get more bookings.   

How Metasearch Works

An accommodation provider must enlist his business on these channels to appear on their search results. Most metasearch engines allow the hotelier to create a custom page on the platform where visitors can see the availability, rates, and customer reviews before booking a room. 

Joining multiple metasearch websites maximizes chances to reach better prospects and earnings. However, choosing platforms depends on the popularity of the website, pay structure, and budget. 

Metasearch marketing is a kind of referral program where property owners pay the referral fee for advertising their properties on the metasearch engine. The nature of payment varies from one site to another charging a commission based on:

  • Cost-per-click (CPC)/Pay-per-click (PPC): The hotelier pays the metasearch platform depending on the number of clicks directing visitors to the hotel website through the referral link. The costs are much lower compared to other forms of payments. 
  • Cost-per-acquisition (CPA): A property owner pays the metasearch platform for the bookings generated through the referral link. The hotelier must pay the commission after the bookings even if the client cancels the bookings. 
  • Pay-per-stay (PPS): This payment method is similar to the commission structure implemented by OTAs. The hotelier pays the commission only after the check-out.

How Hotel Metasearch Helps Travellers

Now that you know what a metasearch engine is, here is a short synopsis of how hotel metasearch engines work. 

The overall features may differ from one platform to another but all metasearch engines function on some common parameters. When a visitor arrives at a metasearch website, the automated tool allows the user to enter specific details, such as destination, travel dates, etc. Based on these details, the AI tool displays a list of hotels in the location, rate plans, and other details. 

The visitor may click the desired hotel link to view further details. On the hotel portfolio page, you can see hotel information, website link, available rooms, rates, photos, and guest reviews. Some websites may display added info such as amenities (free Wi-Fi, swimming pool, parking, bar, etc.).

Booking a room on these platforms is a matter of a few seconds. Clicking on the desired room leads the visitor to the booking source for making a reservation.

Metasearch Engines vs. OTAs – Which is the Best Option

The similarity between metasearch sites and online travel agencies lies in the purpose they serve. Both of them bring customers and add revenue. However, these two systems vary in the way they work. 

OTAs collaborate with specific hotels to bring in potential clients. It is all about selling your inventory. Bookings are mainly generated via their own website. Typically, hotels pay about 10%-20% commission. 

Metasearch channels have a massive information library displaying hotels in all major locations worldwide. The visitors on such platforms can use their automated tool to find available rooms, compare various options, calculate costs, and even read real client reviews. 

Metasearch engines are all about connecting clients to the desired hotel through quality information. The big difference lies in the pay structure. The commissions are much lower than what you pay at OTA platforms.  

With passing time, metasearch channels are raising facilities for the visitors. Now travelers can directly book a hotel via Google or Tripadvisor. 

Considering the rising competition, it is vital to be on both. A combined marketing effort is necessary to maximize visibility and optimize revenues. It definitely comes at a budget but you will surely find more clients that you won’t get otherwise. All thanks to the advanced marketing structure of these platforms that help lodging businesses gain better prospects.

Managing Your Marketing Channels is Easy with Visitor

Do you want to raise visibility for your hotel business in 2022?

We can help. Visitor is a cloud-based tool that allows hoteliers to list their hotel business on 300+ popular metasearch engines including Expedia, Bookings.com, Tripadvisor, etc. 

The comprehensive tool also allows you to sync data effortlessly across all channels, and update room availability, rates, and other details within a few minutes. The advanced algorithm gives you freedom from lengthy manual entries while eliminating bugs and errors.

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