Metasearch for hotels: A practical guide to boosting tour direct bookings

These days, travellers search for and book hotels in a completely different way. Thanks to easy access to information and technology, they’re no longer turning to just traditional travel agencies or hotel websites. Instead, they’re using hotel metasearch platforms to compare rates from multiple providers all in one place – quickly, easily, and with all the options right in front of them.

Hotel metasearch engines are now essential tools for both travellers and hotels. Guests can quickly compare prices to snag the best deal, while hotels can increase their visibility, sharpen their marketing efforts, and bring in more direct bookings through their own websites.

A 2023 report by Sojern shows that metasearch for hotels delivers highly qualified traffic at a critical point in the purchasing journey, boasting an impressive 4.5% conversion rate – higher than any other marketing channel.

Metasearch has proven to be an effective tool for driving more direct bookings and increasing hotel profitability.

How can hotels make the most of metasearch platforms and turn online traffic into bookings? In this article, we’ll break down what hotel metasearch is, how it works, and the practical strategies you can use to get the best results.

What is a metasearch for hotels?

A hotel metasearch, or metasearch for hotels, is a straightforward tool that helps you find and compare accommodation rates and availability from multiple sources – all in real time. It’s designed to give travellers a clear, up-to-date overview of their options so they can confidently choose the best fit for their needs without the hassle.

Hotel metasearch isn’t like an OTA (online travel agency). Instead of handling bookings directly, it shows rates from different sources – like OTAs, hotel websites, and other channels – and then sends users to their chosen platform to finish the booking. Simple, clear, and all about giving guests the choice they need.

Google Hotel Ads, Trivago, TripAdvisor, Kayak, and HotelsCombined are some of the top metasearch platforms for hotels. Each one offers unique features designed to make it easier for users to find the perfect stay.

Key features of a metasearch for hotels:

• Real-time price comparison to offer users the best available deal.
  
  
• Intuitive and easy-to-navigate interface, with advanced filters to refine your search.
  
  
• Redirection to the provider’s website, enabling hotels to attract direct traffic and manage their customer relationships.
  
  
• Paid advertising models, where hotels and OTAs can promote their rates to improve their positioning in the results.
  
  
• Customisation options, allowing users to select preferences such as room type, cancellation policy, breakfast included, among others.
  

How do metasearch engines for hotels work?

Running a metasearch for hotels is simple when you break it down into a few key steps. These steps are designed to create a smooth, effective experience for both travellers searching for the perfect stay and hoteliers looking to attract more bookings. Here’s how it works.

1. Data collection:
   Hotel metasearch pulls live availability and rates from multiple sources – like OTAs, hotel websites, booking systems, and other distribution channels – using advanced APIs and real-time connections. This means users always get accurate, up-to-date information they can rely on.
   
   
2. Comparison and analysis of rates:
   Once the data is collected, the hotel metasearch organises it in a clear, user-friendly format. With prices varying across sources, guests can quickly compare rates, perks, and booking terms to find the option that works best for them.
   
   
3. Filtering and personalisation:
   Travellers can narrow down their search by location, hotel category, price, included services, and cancellation policy, among other options. This makes it easy to find the offer that fits their needs and preferences perfectly.
   
   
4. Redirection to the booking page:
   Once users have made their choice, they are redirected to the corresponding platform (official hotel website or OTA) to complete their booking.

This process makes it easier for clients to find accommodation while giving hoteliers the opportunity to compete with major OTAs and increase their direct bookings without incurring excessive commissions.

Differences between hotel metasearch platforms and other distribution channels

Although OTAs and metasearch serve a similar purpose in searching for accommodations, their business model are completely different. It is also important to consider direct bookings as an alternative.

Feature	Metasearch	OTA	Direct Bookings
Business model	Redirect the user to an external website for booking	Handle the booking directly on its platform	Booking managed on the hotel’s website
Customer relationship	The hotel maintains contact with the guest	The OTA manages communication with the customer	Direct contact with the hotel
Costs	Cost per click (CPC) or per conversion	Commissions on every booking made	Reduced costs, no commissions
Hotelier control	More control over prices and availability	Less control, rates set by the OTA	Full control of pricing strategy
Communication channel	Redirecting to the booking site	Interaction with the OTA	Integration with chatbots like HiJiffy

For hotels, maximising direct bookings through metasearch can be a key strategy to reduce costs and improve profitability.

Advantages of metasearch for hotels

Metasearch for hotels brings clear benefits that can boost a hotel’s bottom line. Here’s why it works:

1. Increasing visibility and global reach

Metasearch platforms help hotels connect with millions of travelers worldwide without spending big on advertising. By showing up in search results, hotels can attract guests who might not have found their property otherwise.

2. Increase in direct bookings and enhanced profitability

Driving more visitors to your hotel’s website through metasearch is a smart way to cut down on OTA reliance and save on commissions. In fact, hotel metasearch boasts an average conversion rate of 4.5% (Sojern, 2023) – the best of any marketing channel. It’s an effective tool to bring in direct bookings and keep more revenue where it belongs: with your hotel.

3. Optimised pricing strategy

Hotels can take charge of their rates on metasearch platforms, adjusting prices instantly, running special promotions, and managing revenue effectively. This gives hotels the flexibility to stay competitive and maximise their bookings while catering to guests’ needs.

4. Better relationship with the customers

When guests book directly, hotels get access to valuable customer data. This means they can personalise the guest experience, create loyalty programmes, and build stronger connections with their guests. It’s a win-win for both the hotel and the visitor.

5. More control over distribution

Unlike OTAs, which can change rates without input from the hotel, metasearch gives hoteliers full control over their pricing and distribution strategies. This means you can manage your inventory your way, ensuring it aligns with your goals and benefits both your team and your guests.

6. Flexibility of payment models

Hotels can choose from several payment models on metasearch, such as:

• CPC (Cost Per Click): Payment per user who clicks on the advert.
• CPA (Cost per acquisition): Payment only when a booking is made.
• Sales commission: A model similar to that of OTAs but generally with lower costs.

Conclusion

Hotel metasearch has made it easier for travelers to find and book the perfect accommodation. For hotels, it’s a smart way to boost visibility and drive more direct bookings.

Building a solid metasearch strategy is a smart way to rely less on OTAs, boost your profits, and create stronger connections with your guests.

To maximise success, hotels must:

✔ Optimise their presence on metasearch platforms with competitive rates and clear descriptions.
✔ Use smart bidding strategies to achieve better positions in the results.
✔ Leverage automation tools, such as hotel chatbots and optimised booking engines.

By using these strategies, hotels can increase bookings and achieve consistent growth in today’s era of digitalisation in hospitality.

Want to improve your upselling and cross-selling strategies? With the new Campaigns Manager, you can create and manage personalised campaigns on WhatsApp to enhance the guest experience and maximise your revenue.