Getting Direct About Parity, Metasearch, and Marketing – A Direct Booking Summit Recap

November 5, 2019

Triptease & Sojern have a long partnership focused on helping our customers drive direct bookings—from co-webinars, blogs, and more, we’ve been singing the same tune for many years so it was great to do that again at this year’s Direct Booking Summit in Miami. 

I had the pleasure to grace the stage with many other brilliant minds like Dean Schmit who took us to school on metasearch, Dan Wacksman who raised the alarm on why direct bookings are so important, and Katherine Solomon who inspired us all to be as tough with third-party supplies as she is. Couldn’t make it? Fear not. Here are my takeaways from the 2019 conference.

Trying Something New is a Huge Key to Moving the Needle

CEO of Triptease, Charlie Osmond, kicked off the event discussing the importance of acknowledging failures or where you tried something and it didn’t work, so you went back and tried something new. 

Cat at DBSWe also touched on a similar theme with our talk when we highlighted findings from our A/B testing platform—we noted how not everything has a positive result, or what they do for, let’s say the North American market, it might not be the same in Asia-Pacific. 

We tested, for example, the Call to Action (CTA) of “Book Now” vs “Start Planning” and found significant variances depending on the region—check out this post for more findings.

Parity, Parity, Parity

Nearly every kind of marketing effort ends up fruitless if you aren’t in parity. Why spend all that time & energy on SEO to get people to find you, only to have them book with someone else because they can find that same beautiful, ocean-side, keyword-loaded room somewhere else for cheaper. 

And forget about doing metasearch without parity. When a traveler goes to a metasearch site, nowhere else is the discrepancy in prices made more obvious. Given how expensive metasearch can be to run—if parity isn’t in order first, your metasearch campaigns just won’t work.

Marketing Needs to be Multi-Channel

Sojern at DBSWe shared findings from our State of the Hotel Industry report, which asks hoteliers what their biggest challenges are. Driving direct bookings, influencing travelers’ path to purchase, and delivering personalized ads in real-time were the clear winners as what’s challenging our industry. We also asked what they’re doing for their marketing to counteract that. 

Our report indicates that hoteliers are turning to digital—with nearly half of all their advertising budgets going there. When you dig further into how that digital budget is being spent, it’s truly multi-channel, with Facebook & Instagram, Display, SEM (Search Engine Marketing), Metasearch, and more being split across the board.

Hoteliers understand that travelers are constantly planning their travel and doing it across websites and devices. So, your marketing strategy has to mimic that—it has to be always-on and multi-channel, which is what we’re seeing from the market. Check out the full report for more details.

More than anything, what I took away from the Direct Booking Summit is what a great industry and community we have. How wonderful it is to work with and beside such passionate, smart, and great hoteliers—and congo-ers! We look forward to seeing you next year!


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About Catlyn Origitano

Catlyn is Sojern's Director SMB & Tourism Go to Market. She loves playing video games and hiking with her dog, Dottie. Her favorite part of travel is the food, preferring street food to fine dining. She holds a PhD in Philosophy.

Catlyn Origitano About the author

Catlyn is Sojern's Director SMB & Tourism Go to Market. She loves playing video games and hiking with her dog, Dottie. Her favorite part of travel is the food, preferring street food to fine dining. She holds a PhD in Philosophy.