5 Benefits of Using Metasearch to Advertise Your Hotel
Dig into these five benefits of having a metasearch presence.
Today, metasearch is an important tool to have in your hotel’s marketing plan. WIHP notes that metasearch can account for as much as 30% of a hotel’s online bookings. Besides giving a boost to direct bookings, here are five benefits of having a metasearch presence.
Metasearch doesn’t rely on third-party cookies, which will sunset in 2024. In fact, metasearch is a key channel that will drive cookieless demand for travel marketers in the future.
If you are dependent on cookie-reliant channels, like display, you’ll likely experience campaign performance dips once third-party cookies go away. Set yourself up for future success by starting with metasearch now.
Metasearch brings visitors to your site further down the purchase funnel. What does this mean? For other channels, say SEM or display, users will click on your ad and end up on your homepage. With metasearch, users will be directed to your search results page.
Because of this, metasearch shows a high conversion rate. In Sojern’s internal campaign data, metasearch has an average conversion rate of 4.5%, higher than any other marketing channel.
The bad news? Metasearch is dominated by OTA spend. They are the major revenue drivers for companies like Trivago.
The good news? There is a bias in metasearch to drive direct. Metasearch engines give your property greater exposure to encourage a direct booking, and give you the chance to own the direct relationship with the client.
Unlike other marketing channels, creative is not required. However, many engines, Google included, do provide the option for promotional text.
Metasearch is part of any full-funnel marketing strategy. Each channel has its own strengths, and you want to ensure you are diversified to reach travelers at each stage of their path to purchase.
Metasearch is ideal for the mid-to-lower part of the funnel, when travelers have narrowed down where and when they want to travel. Make sure you are top of mind for those last steps in the booking process, where you can maximize direct bookings.
Check out Sojern’s Complete Guide to Hotel Metasearch to learn how you can leverage metasearch in your full-funnel marketing strategy.
This is part two of our four-part blog series on all things metasearch. If you missed our first article, check it out to learn more about the basics of metasearch.
Capitalize on increased demand during major events to drive bookings.
Align your digital marketing strategies with eco-conscious efforts.
Cory Jobe shares his always-on marketing experience with Sojern.
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
"Sojern and Roiback have a great relationship and work together to maximise our direct bookings. We have regular check-ins to review performance, and both Sojern and Roiback give us insights and recommendations for improvement. And the results speak for themselves! Their collaboration has been very helpful for us."
"I’ve definitely seen increased bookings. In fact, January through March is usually a quiet period for us, but this year, leisure bookings are double what we normally see, and this is due to Sojern. As a small hotel, I really value the relationship we've built with the Sojern team. You can tell when someone is genuine and willing to work with you, and I feel that with Sojern."
"I worked with Sojern at a previous hotel and had a great experience, so I knew I wanted to partner with them when I joined Ticino Hotels Group. Their Pay on the Stay package gives us a cleaner, more reliable business model to help with our direct booking strategy, and we’ve seen the results. To anyone considering Sojern for their digital marketing needs—I say go for it!"
Looking to learn more about Connected TV to meet your branding goals? Interested in metasearch and direct booking strategies to help your independent hotel? We’ve got detailed reports that address your every marketing need.