Back to Basics: Metasearch

Metasearch platforms can seamlessly provide online travel
shoppers with real-time pricing and availability throughout key
touchpoints in the travel planning journey. Metasearch is becoming
more sophisticated and so should your hotel’s strategy around it.
With recent updates such as the joining of Google Hotel Ads with
Google Ads and the rollout of Bing Hotel Ads, hoteliers can now
stack up against the OTAs by displaying their hotel logo and price
among highly trafficked results. 

 

What is it? 

When a user performs a search query for a hotel, whether on a
search engine such as Google or Bing or a platform like
TripAdvisor, the results that appear are pulled in from many
different sources including various OTAs and hotel websites. So not
only is your hotel competing with other hotels on this platform,
you are also competing with the OTAs for the booking. That’s
where metasearch marketing comes in. In order to gain visibility
to boost revenue and bookings, metasearch marketing becomes an
important part of a hotel’s marketing strategy.  

Why is it important? 

Metasearch marketing can level the playing field with the OTAs
by providing customers with a direct booking option based on
real-time rates, availability, and inventory. It also provides
multiple outlets for customers to be directed to the property’s
website and booking engine which plays a crucial role throughout
all phases of the travel planning journey.  

NextGuest is capitalizing on the exciting search engine updates
to boost metasearch marketing to the same levels of sophistication
as search engine marketing. By combining real-time rates,
availability and inventory (ARI) with the latest targeting and bid
optimization strategies, NextGuest ensures hotels’ websites are
competing for and winning the direct booking.  

Some benefits of launching metasearch marketing include: 

  • Appearance in the Google Hotel Ads section in search results on
    Google Maps and on TripAdvisor property pages. 
  • Presence on the latest metasearch platform, Bing Hotel Ads, which
    displays in the search results and Bing Places 
  • Seamless integration into the hotel’s overall marketing
    mix. 
  • Real-time availability and pricing connectivity. 
  • Dynamic bid management. 

 

How can I get started? 

Setting up a metasearch campaign is easy and straightforward.
Working with an agency that has the right strategy set in place is
an important factor when considering incorporating metasearch into
your marketing mix.  

NextGuest combines a comprehensive suite of digital marketing
services, experts, and key technical capabilities such as: 

  • Automated bidding 
  • Machine learning capabilities
  • Parity
    surveillance 
  • Click
    attribution 

 

How do I measure success? 

While metasearch presence is important for the entire customer
funnel, success should be measured in clicks, ROAS, bookings, and
revenue. NextGuest Digital continuously optimizes your listing by
implementing bidding strategies such as retargeting past website
visitors and building lookalike audiences to bring even more
success to campaigns. With metasearch ads taking the user directly
to the booking engine, it makes it easy for travelers who have
chosen your hotel to complete their booking. 

 


Download our guide
to keep this information on hand. If you
want to learn more about metasearch, contact us at hello@nextguest.com.

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to Basics: Metasearch
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Source: FS – All – Hotels – News
Back to Basics: Metasearch