Metasearch - DDS Digital

Why is it Important?

The majority of bookers are using metasearch engines and hotels are adapting their marketing budgets accordingly.

%

of online bookers use a metasearch engine during the booking process

DDS Digital - Hotel digital marketing & online distribution

Marketing Budgets Shifting

Research conducted by Mirai shows how metasearch has taken an increasingly larger share of hotels digital marketing budget over the last 6 years.

Google Dominating

Further research show that the domination of Google is immense – in just a few years the technology giant has become the marketing channel of choice for hoteliers.

What is currently not working well?

Metasearch is not being utilised to its full extent due to lack of accessible technology and high transaction costs.

Static Management

Lack of integration

Since metasearch channels are often treated as a reservation or connectivity item it is not integrated with other online media, even though there are significant overlaps between search, display and metasearch, for example. Not taking into account the full customer journey results in less informed decision making and ultimately lower returns.

High cost per booking

Many times the cost per acquisition model (CPA) is preferred among hoteliers as its low risk. All though the % cost is normally below that of the OTA commission, there are in most other fees’ involved such as transaction or loyalty fees’ which may bring the overall cost of the booking to well above the cost of an OTA booking.

What is currently not working well?

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Analysis

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