Metasearch

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.

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.

• 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