Today, hundreds of thousands of hoteliers around the globe are empowered to take back control of their hotel profiles through the use of metasearch marketing tools. In light of that, we’re going to explore what quality metasearch sites provide hoteliers over other platforms. Then, we’ll look at seven different ways that metasearch is empowering hoteliers online.

And, we believe that we’re qualified to do so.

After all, hoteliers help us to fine-tune and develop tailor-made metasearch solutions for their businesses. Over the years of working together, we’ve come up with hotel metasearch marketing tools that are effective, intuitive, and affordable.

Before we look at the seven ways metasearch is empowering hoteliers, let’s see what quality metasearch looks like.

What do quality metasearch tools have over others?

The answer: Acute focus.

With the rapid increase in popularity among travellers, metasearch engines are a frequently visited and highly coveted planning and direct booking tool.  So, if the travellers are there, then your hotel needs to be there too, right?

However, a high-quality hotel metasearch marketing platform needs to have focus. A very specific and unwavering one at that. To help property managers best, the channel needs to cater exclusively to them and their establishment’s marketing needs.  No planes or trains, and forget the automobiles—they have to focus on accommodation.

In doing so, this allows a high-quality hotel metasearch platform to continually assess the needs of both travellers and hoteliers, like you. As a result, such a hotel metasearch platform is better positioned to offer a unique and intuitive experience to travellers and hoteliers alike.

In fact, most hotel managers dismiss the various applications out there as cumbersome and difficult to navigate. This makes sense. Hoteliers, especially independent and family-run owners, have limited time and other competing demands.

Therefore, quality hotel metasearch marketing tools need to be effective and efficient to use.

Here’s a look at how these empower hoteliers in seven different ways.

Real direct sales: bookings are made on the hotel website – 100% of the time

Hoteliers managing CPC campaigns through a high-quality hotel metasearch marketing platform typically have two options: either they keep the booking engine offered by their connectivity provider or adapt a free booking engine offered by the metasearch site.

In the latter case, the hotel manager needs to be able to completely customise the booking engine, which should be designed to maximise booking conversions by the provider. Yet, it shouldn’t end there. It needs to allow the property manager the ability to include their many different types of services on offer.

It also needs to be responsive for use on all devices to connect hotels with travellers on the go.

A high-quality metasearch site also has the traveller in mind while designing and providing solutions that will help the hotelier to connect with them directly. Travellers should be able to complete bookings intuitively and quickly with the hotel’s brand image preserved.

Whether the hotelier chooses to keep the current booking engine or adapt the one provided by the metasearch site, travellers must be redirected to the hotel’s site to complete their bookings.

This is what real direct sales looks like and in order to be high quality, a hotel metasearch solution provides this.

Cost-per-click (CPC) empowers hoteliers to do more

The CPC model fosters an even playing field, whereby hotels big and small can participate transparently in the same market.  On a high-quality hotel metasearch site, both the booking sites and the hoteliers compete for their position, and in the end it’s the market itself that sets the appropriate CPC.

Hotel managers take advantage of this opportunity to increase the position of their properties in the CPC campaigns in order to attract direct traffic to their website.

To do so profitably, it’s essential that accommodation providers optimise each step in the booking process, which OTAs already do.

The CPC model motivates hotel managers like yourself to improve their sites along with the booking experience for the traveller. It gives them the opportunity to increase profit-per-booking margins and attract a greater volume to their direct channel.

Quality hotel metasearch sites empower hotel managers to determine their own success and profitability online by providing tools that work based on CPC and hotel profile optimisation instead of collecting steep commissions.

Profitability is at the core

When it comes to a high-quality metasearch site, profitability among chain and independent hoteliers is key. This channel should be one that fosters the entrepreneurial spirit among all hoteliers.

In utilising the CPC model mentioned above, hotel managers are encouraged to get involved to a greater extent. The dynamism of the CPC model (cost-per-click that fluctuates depending on a range of different variables) contrasts with the static nature of the CPA model (an agreed-upon commission based on cost-per-acquisition).

The goal of a reputable hotel metasearch solution is to help hoteliers reduce distribution costs by increasing their share of direct bookings.

Results ordered from lowest to highest

By leveraging CPC campaigns through hotel metasearch sites with direct booking features, the hotel which offers travellers the best available price will enjoy the best ranking in search results. This enables hotel managers to increase traffic to the hotel’s direct channel, boost their total number of bookings, and grow their return on investment.

A good hotel metasearch site knows how to deal with price parity on different channels, too.

Since these work on a CPC model, the advertiser that offers the greater CPC will be positioned most prominently. Regardless of the CPC, the direct channel will always be highlighted to draw the traveller’s attention to the hotel’s own website.

Ease of management

Traditionally, the task of estimating the right CPC can take up a lot of time, a luxury that hoteliers aren’t usually able to afford.

Therefore, the tool needs to be a smart one. It has to take the ‘heavy lifting’ and burden of weighing multiple dynamic factors out of the equation.

Valuable hotel meta tools now consider factors of seasonality, offers from other channels, the hotel’s specific campaign budget, the size of the property, and its rates. In doing so, it provides a CPC automatically without the hotelier needing to work it out manually, or worse, guess at it.

This CPC is systematically adjusted, helping the hotelier to remain competitive throughout the campaign day after day.

Reconciliation of automatic bookings

Do you dread those calls about commission reconciliations? They’re not fun. Wouldn’t you like to reduce them?

Well, you can.

This isn’t an issue with a thoughtfully designed hotel metasearch marketing tool. Why? Well, the CPC model doesn’t involve commissions (CPA).

Your hotel bookings are direct. They’re made only on your website. So, commission reconciliations aren’t a part of the transaction.

As such, you don’t need to inform your meta-providers details about booking trends or revenues—that’s your business. The metasearch’s business is the marketing component and to make your life easier.

Sales volume

By enjoying a healthy presence on a high-quality hotel metasearch marketing site, coupled with a strong marketing strategy, hoteliers are able to achieve favourable positioning. In turn, hotel managers attract a greater volume of direct traffic to their website in order to generate direct bookings.

The travel accommodation market is a very dynamic one. The hotel industry is constantly seeing new technologies, new tools, new business models, and evolution of all of the above.

We envision a high-quality hotel metasearch engine with a tireless dedication to the traveller and the hotelier.

We aspire to be that every day. We aim to use our metasearch engine to connect travellers with their ideal hotel—your hotel.

We want to create a fair and transparent marketplace for the independent hotelier, the OTA, and the chain hotels to grow their business and connect with the 4 million+ travellers who use our metasearch site every day.

 To do this, we need you. And to work with you, we’re dedicated to offering a simple, effective, and affordable tool.

We also expect every high-quality, hotel metasearch marketing tool to try and do the same.

Sign up for free and see the what metasearch can you for your business here: www.trivago.co.uk/hotelmanager

Diego Alonso Jiménez

Diego is trivago’s Industry Manager for the Spanish market. A native of Spain, he’s a seasoned traveller interested in culture and proficient in several languages. Diego contributes his wealth of knowledge in web 2.0 tactics, e-commerce and online hotel reputation to the blog. Around here we know him as a fanatic learner and digital marketing guru. His great sense of curiosity drives him to continuously keep hoteliers ahead of hotel industry news and digital trends.

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