How Metasearch Can Transform Your Hotel’s Bookings

Authored by: Kelsey Blum – Partner Marketing Manager

The hotel industry is fiercely competitive, and many properties struggle to convert online traffic into direct bookings. Social media and paid advertising, while valuable for brand awareness, often fall short of capturing travelers at the decisive moment. Hotel metasearch marketing offers a targeted approach to drive direct bookings and help independent hotels gain a competitive edge.

Why Hotel Metasearch Engines Matter

Research shows that 94% of travelers use metasearch engines when planning trips. Often, travelers don’t even realize they’re using these platforms. They simply see the best rates for their chosen hotel. Metasearch results usually appear alongside organic listings, earning more trust from potential guests.

For example, a search for “resorts in Wisconsin Dells” will show metasearch results in the middle. Paid ads are typically at the top and bottom. Even if you don’t run a metasearch campaign, Online Travel Agents (OTAs) may still display your rates. This is why it’s essential for hotels to proactively engage with metasearch, especially on Google Hotel Ads.

Key Metasearch Platforms for Hotels

The major players in metasearch for hotels include:

Google Hotel Ads
TripAdvisor
Kayak
Trivago
Many other niche engines

Independent hotels need to be present on as many of these platforms as possible. If you don’t, OTAs will take the bookings instead. This means losing out on direct bookings and guest relationships.

Steps to Launch a Successful Metasearch Campaign

To get started, your hotel’s booking engine and Property Management System need to integrate with metasearch platforms. Many systems support this, though it can come at a cost to maintain accurate rate sharing across platforms.

Once you confirm metasearch integration, you can focus on optimizing your campaigns.

Best Practices for Google Hotel Ads (GHA) and Microsoft Hotel Ads (HPA)

Both Google and Microsoft show paid and organic hotel listings, with paid results more visible. Here’s how to manage your campaigns:

Claim business listings: Use Google’s Business Profile Manager for optimization.
Maintain rate accuracy: Keep your rate feed up-to-date and accurate.
Offer the best direct rate: Make sure your rates are competitive to beat OTAs.
Review bid management: Set bids to reach the right audience at the right time.

Managing Your TripAdvisor Metasearch Campaign

TripAdvisor is a key metasearch engine for hotels. Make sure your profile is claimed and optimized. Focus on bidding for a top three position. It’s not always necessary to bid for the top spot, as the conversion rates are similar for positions one through three. Keep your rate as low as possible in these positions to attract more direct bookings.

Expanding Your Reach to Other Metasearch Engines

Along with Google and TripAdvisor, platforms like Kayak and Trivago drive bookings. Review guest data to see which metasearch engines generate the most bookings. Focus on these platforms first.

Conclusion

Metasearch marketing is vital for hotel success. It ensures visibility and engagement with travelers ready to book. By using metasearch platforms, your hotel can draw more direct bookings. Brand House has seen success in increasing bookings for our clients through these proven techniques. If you need help optimizing your strategy, Brand House is ready to guide you.