Metasearch Marketing – What is it exactly?
The fastest growing hotel marketing channel
- A marketing channel that drives direct bookings on Google, Tripadvisor, Trivago and more.
- Every search triggers an auction where highest bidder show up on top.
- Normally a technology provider are managing your bids and you pay them per acquisition or per click.
- You have little insight into the actual bids that your technology provider make on your behalf.
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
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
Too seldom is the metasearch marketing channel integrated into the overall revenue strategy where metasearch campaigns are adapted in real time to support current business needs. The lack of agile, on-demand campaign management, is partly a result of not having direct access to the ad platform but also an overall lack of knowledge and education in the area.
Lack of integration
High cost per booking
What is currently not working well?
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Analysis
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More revenue
Through well-managed and targeted campaigns a better return on ad spend and consequently revenue generation.
More direct bookings
Increased hotel website contribution.
Marketing Agility
More agile digital campaign management
Lower distribution cost
Decrease commission costs by shifting bookings from OTAs to your hotel website.
Data Transparency
Full data access enabling better decision making.
Future Proofing
Future proofing a rapidly growing online distribution channel.
Ready to futureproof your metasearch strategy ?
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Jens Egemalm
Avenue de l’Yser 8, 1040, Brussels, Belgium
jens@dds-digital.com
+32 495 225 762
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