Metasearch
Platforms that aggregate and compare hotel prices from multiple booking sources, allowing travelers to find the best deal.
Definition
Metasearch engines are platforms that aggregate hotel rates from multiple booking sources - including OTAs and hotel direct websites - and display them side by side for comparison. Major metasearch platforms include Google Hotels, Trivago, TripAdvisor, Kayak, and Skyscanner. Unlike OTAs, metasearch engines don't process bookings themselves; instead, they redirect travelers to the booking source. Hotels can bid on placements to drive traffic to their direct booking engine.
Why it matters
Metasearch has become a critical distribution channel for hotels. Google Hotels alone influences a significant share of travel searches. For hotels, metasearch offers a powerful opportunity to compete with OTAs on a level playing field - your direct rate appears right next to OTA rates. When managed well, metasearch can drive high-intent direct traffic at a lower cost per acquisition than OTA commissions.
Best practices
- 1Ensure your direct rates appear on all major metasearch platforms
- 2Use a metasearch management tool to optimize bids and budgets
- 3Monitor your cost per click and return on ad spend carefully
- 4Maintain rate parity so your direct rate is competitive
- 5Optimize your hotel's listing with accurate photos and information