Metasearch Marketing: 5 Ways To Maximize Visibility for Your Hotel
We break down how to make the most of hotel metasearch.
Metasearch marketing is an increasingly important channel for hotels. Hoteliers can see anywhere between 5-15% of their total online revenue generated through metasearch. Because metasearch drives such a qualified audience, it has one of the highest conversion rates. Some engines can drive up to a 4-5% conversion rate.
Not only does metasearch allow hotels to reach a large audience of potential guests who are actively in-market for accommodation, it can drive significant traffic and bookings to a hotel's website. In this article we’ll break down how hoteliers can make the most of hotel metasearch and capitalize on its many benefits.
There are several popular metasearch engines, such as Google Hotel Ads, TripAdvisor, Kayak, Trivago, and Skyscanner. Some have more traffic and others are stronger in different geographical locations. Don’t narrow your metasearch presence if you can help it—work with as many as possible. While you need to keep your listings up to date and consistent across all metasearch platforms, doing so allows you to benefit from both scale and reach.
To make the most out of metasearch, it's important to ensure that your hotel listings are optimized for maximum visibility and conversions. This includes:
One of the biggest advantages of metasearch is that it directs users to your hotel website. Hoteliers can further incentivize direct bookings driven from metasearch by:
Metasearch engines give preference to hotel direct, with many providing a specific UI to direct providers. Take advantage of this by making direct bookings as appealing as possible.
Metasearch is an important channel in and of itself. It’s a great always-on channel and it doesn’t rely on third party cookies, which are set to sunset in 2024. But metasearch is at its strongest when used as part of a larger multichannel marketing strategy.
Metasearch is one way that travelers can find your property. If you aren’t staying with them as they browse and search across platforms and channels, you will lose out on that ultimate booking to an OTA or a competitor. Some strategies for complementing your metasearch efforts with other channels includes using:
Our client Newstead Belmont Hills Golf Resort and Spa in Bermuda leverages Sojern’s metasearch capabilities alongside a larger digital marketing strategy that includes programmatic display, SEM, and social media. Find out how they got higher average booking values and with this approach, and gained an efficient marketing strategy.
Metasearch is a worthwhile marketing channel, but it can require a lot of time and effort to reap the benefits. Hoteliers have enough on their plate, which is why outsourcing to a digital marketing specialist can help maximize results on this channel. Sojern metasearch clients benefit from our team managing their listings across multiple platforms, monitoring performance, and adjusting bidding and strategies in real-time.
Looking to get started with metasearch, or maybe looking to improve what you’re already doing? Talk to one of our hotel marketing experts now.
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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“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!”
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.