Meta Search Marketing-Its a great way to level the playing field with OTA around the fast growing meta search eco-system
Meta search marketing in hospitality is online advertising that requires real-time room availability and pricing feed.
Meta-Search is maturing and has a huge impact on how consumers purchase travel today. by understanding how meta-search works, you can use it to your advantage to get more direct bookings through your website rather then through the ota's.
Meta search marketing is a great way to level the playing field with OTAs throughout the fast growing meta search eco-system. In addition we have witnessed great ramp-up of high quality traffic volume since the beginning of the year with the introduction of meta search by TripAdvisor, the entrance of Trivago.com in the North American market, and the acquisition of Kayak.com by Priceline.
How Can Hoteliers Take Advantage of Meta Search Marketing?
Advertising on the meta search sites is easy and stress-free if you partner with an experienced meta search marketing firm that has the technology interfacing with the meta search algorithms of Google Hotel Finder, TripAdvisor Meta Search, etc.
One such technology is World Choice Hotels Meta-Search Program, a one-stop meta search marketing platform that enables, runs, manages, tracks, and reports on any property’s meta search marketing campaigns on Google Hotel Finder, TripAdvisor Meta Search, Kayak.com, Trivago, etc.
How much should hoteliers budget for meta search marketing? At this point, this advertising format is not a big-ticket item. For example, here at World Choice Hotels, a Google Hotel Finder meta search package starts at $300/month and a TripAdvisor Meta Search package starts at $500/month. These cost-effective meta search marketing packages include the advertising spend, property CRS connectivity to the Meta-Search Gateway, campaign management, daily bid and ad spend management, conversion tracking and reporting.
In the case of TripAdvisor, World Choice Hotels recommends combining the TripAdvisor Meta Search Program with a TripAdvisor Business Listing. Based on our hotel client portfolio, properties with BOTH the Meta Search Program and a Business Listing generated:
- 66% more revenues compared to properties with ONLY Meta Search
- 126% more revenues compared to properties with ONLY a Business Listing
What is metasearch and why is it important?
- Organic – 10%
- Online Travel Agency – 45%
- Metasearch Engine – 45%