Nowadays, metasearch is the fastest way people can get consolidated information about an array of products in one place. It’s not a fad. It’s become one of the fastest growing methods used by travellers in booking accommodations. In this way, users can make informed purchasing decisions with efficiency and ease.

That is why metasearch has enjoyed continued growth in popularity by internet consumers around the world. They value their time and their money. So does metasearch.

ResearchNow released data from 2013-2015, showing that 47% of travellers in the UK, Germany, Spain, Italy, France, the US and Canada, use a metasearch site to compare hotel prices. This means that almost every other traveller is relying on a metasearch site to select their final place to stay.

And the numbers are staggering. According to the L2 Prestige Hotels 2014 Metasearch Insight Report, 35% of Brits, 38% of French and 42% of German online travel shoppers use metasearch engines to book a hotel.

Taking into consideration numbers from a report issued by Phocuswright in 2015, “Search, Shop, Buy: The New Digital Funnel”, the growth in these figures, year over year, are shocking (and exciting). In 2014 alone, the UK grew to more than 65% of travellers using metasearch, France reached 60% and Germany exceed 70%.

Moreover, according to a Phocuswright report published in August 2015, metasearch was the second fastest growing online travel category (relative to OTAs, airlines, hotel, car rental and alternative accommodation).

This preference for metasearch continues to grow and millions of users turn to hotel metasearch websites like trivago each day.

The prospect of expansion into other markets and also, the increase of interest from industry suppliers is growing too.

Take Amazon for example. The e-commerce platform helps users find, compare and buy a wide range of consumer goods. More specifically, 224 million customers used this metasearch site in 2013 alone. Today Amazon displays its price comparison list on 11 platforms.

And it has made a significant impact for independent retailers too. More than two million small businesses, world-class retail brands and individual sellers increase their sales and reach new customers by leveraging the power of the Amazon platform.

Now, let’s look at a travel related example…

If you check the growth of Skyscanner, the leading global flight search site, the numbers speak for themselves. Over the past several years it won the users preference in flight comparison, reaching more than 35 million visitors per month. Its information is now displayed in more than 30 different languages to travellers around the globe.

The users who visit this metasearch website can now find the flight prices of more than 700 airlines all in one place. Since Skyscanner has such an extensive listing of flights and rates, it’s no wonder how it became so popular among users.  It’s convenient and it makes sense.

trivago, the world’s largest hotel metasearch, is another success story. It reaches, more than 120 million unique visitors per month, with a growth in traffic of 59% YOY.

This metasearch site can be found in more than 50 platforms and in more than 30 languages. With over 900,000 hotels present in the trivago price comparison list, travellers around the world are able to find their ideal hotel faster than ever.

When you look at overall search trends in the travel sector search, according to Google, you can see that the search initiation for the terms “trivago” and “skyscanner” rose significantly since 2004.

Internet users view metasearch as an easy, fast and affordable way to get exactly what they are looking for. The growth of these websites over past years indicate that metasearch will continue to gain in popularity.

With so many independent and major brands connecting with consumers worldwide, it’s an obvious solution to many marketer’s woes.

Is your hotel on metasearch? Share your story and questions in the comment section below.

Matilde Serôdio

Born and raised in Lisbon, Matilde is trivago’s Global Workshops and Webinars Specialist. She’s a people person at heart and an expert in tourism management for online travel. Prior to joining trivago, she worked for a portfolio of premium golf and business resorts. While there, exceptional customer service became her core focus. She’s here to share her tips with you, improve your hotel’s online reputation and boost your direct bookings. Post by post and webinar by webinar.

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