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.

 

google hotel 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.

DDS Digital - Hotel digital marketing & online distribution

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.

DDS Digital - Hotel digital marketing & online distribution
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.

 
 
DDS Digital - Hotel digital marketing & online distribution
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.
DDS Digital - Hotel digital marketing & online distribution
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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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

Certifications

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DDS Digital - Hotel Digital Marketing & Online Distribution
Google Digital Marketing Certification

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