What Are Metasearch Engines? A Deep Dive Into How Hotel Metasearch Engines Boost Direct Bookings

Booking a hotel isn’t as simple as clicking the first option you see. You probably check prices on different websites, compare deals, and find the best value. To save time and money, many now use metasearch engines like Google Hotel Ads, Tripadvisor, and Trivago. These platforms help travelers compare prices and find deals across multiple hotel listings.

Even though more travelers rely on these platforms, many hotels don’t include them in their marketing strategies. This means missing out on direct bookings and handing business over to OTAs that take a commission on each reservation.

Understanding metasearch marketing can give independent hotels a major advantage. Hotel metasearch engines pull rates from various sources into one place, making it easier for travelers to compare offers and make informed decisions.

In this guide, you’ll learn about what is metasearch engines, how they differ from OTAs, and why they should be part of your strategy. With the right approach, you can increase your online visibility, generate more bookings, and boost revenue.

 

What is a metasearch engine?

A metasearch search engine is a platform that collects search results from various sources and compiles them into one list. For example, a hotel metasearch engine gathers information from OTAs and direct hotel websites, allowing travelers to compare prices and availability in real time.

In the hotel industry, these engines have become essential for digital marketing. They display hotel prices alongside OTAs like Booking.com and Expedia, enabling travelers to quickly find and compare options before booking. Popular metasearch engines include Google Hotel Ads, Trivago, Kayak, Skyscanner, and TripAdvisor.

In 2023, search engines were the top resource for travel guidance, with 46% of travelers using them. Travel review sites followed at 36%, while 35% relied on recommendations from friends or family. Hotel websites accounted for 31%, and OTAs were used by 28%. Over the years, hotel metasearch engines have grown in significance, contributing to the revenue of many hotels and accommodations.

How do metasearch engines work?

A hotel metasearch engine helps travelers compare hotel room rates by collecting real-time pricing and availability from various sources. Travelers simply enter their destination and travel dates, and the engine delivers results from multiple OTAs and booking sites in one place.

When travelers choose a hotel, they are directed to the OTA or hotel website to complete the booking process. These engines allow hotels to advertise and combine their digital marketing and distribution efforts.

Hotels can also bid for top ad placements on specific keywords. For instance, a hotel may bid on a term like “Los Angeles hotel” to appear at the top when people search for it.

However, bidding can be tricky. A higher bid may secure better placement but could increase guest acquisition costs. On the other hand, bidding too low might mean your hotel doesn’t show up high enough.

It is important to remember that metasearch engines differ from bidding sites, where guests place bids for rooms, and hotels decide whether to accept them.

How do metasearch engines make money?

Metasearch engines generate revenue through several methods, each designed to benefit both the platform and the hotels or OTAs. 

Let’s break down the primary ways they make money:

1. Pay-per-click (PPC) model

In this model, hotels and OTAs compete for visibility by bidding on specific keywords related to their offerings. When a user clicks on a hotel listing, the bidder pays for that click. 

The cost per click can fluctuate based on the competition for the keyword. For instance, bidding on terms like “New York City hotel” will likely cost more due to its high volume of searches compared to a less popular term like “upstate New York boutique hotels.” 

Hence, hotels must carefully select the right keywords to avoid overspending while still securing a strong position in the search results. To evaluate the effectiveness of their PPC campaigns, hotels must weigh the cost per click against the likelihood of converting those clicks into bookings. 

For instance, if a hotel is paying $5 per click, but the conversion rate (clicks to bookings) is low, that might lead to a negative return on investment. The key challenge in this model is balancing cost with potential booking value. You want to evaluate if the traffic generated by your ads is worth the cost per click.

2. Commission-based model

Some metasearch engines take a percentage of confirmed bookings. This means the engine only gets paid when a traveler completes the booking process, making this model more performance-based. 

The commission rate varies by metasearch platform but can range from 10% to 15% per booking. Hotels need to consider this cost when deciding whether to invest in metasearch advertising. While there is no upfront cost, the percentage taken by the engine can quickly add up. 

Hotels need to determine if the revenue from these bookings justifies the commission paid. For example, if a hotel earns $300 from a booking and the metasearch engine takes 12%, the hotel pays $36. The commission should be in line with the hotel’s profit margins and average room rates.

This model works well for hotels that prefer to pay only after a booking, but they must maintain competitive pricing and high conversion rates to make it worthwhile.

3. Advertising & sponsorships

Metasearch engines also offer hotels the opportunity to pay for premium placements or featured ads. These ads are usually labeled as “sponsored” or “promoted” and appear at the top or in highly visible sections of search results. This placement can significantly increase the visibility of the hotel, especially during peak search times or for specific promotions.

Hotels can use this model to push limited-time offers or new properties to a broader audience. For instance, a hotel launching a summer special in New York might pay to feature their listing in search results for terms like “NY summer hotel deals.” While this boosts visibility, it comes at a cost. 

The price for these premium placements depends on demand, competition, and timing. Hotels must track whether their investment leads to bookings. If a hotel pays for a featured ad, it’s important to monitor the performance by tracking clicks and conversions from the placement. If the additional ad spend doesn’t result in more conversions, the campaign may not be cost-effective.

Why are hotel metasearch engines important for hotels?

Hotel metasearch engines provide unique opportunities for hotels to stand out in a crowded online space. Here’s how:

1. Higher visibility

With metasearch engines, your hotel can appear directly in price comparisons alongside OTAs like Expedia or Booking.com. This increases your hotel’s exposure among travelers who prefer to compare options before making a decision.

Without visibility on these platforms, hotels may lose out to OTAs that dominate search results.

2. More direct bookings

When travelers use metasearch engines, they can be redirected to your hotel’s website for booking. This helps you avoid paying commissions to OTAs. 

Studies indicate that 65% of bookings through metasearch come from Google Hotel Ads (GHA). This makes it easier for you to capture more bookings and retain higher profit margins. For example, when a guest compares prices on a metasearch engine like Google Hotel Ads, they may end up booking directly with your hotel instead of an OTA, increasing your revenue while sidestepping hefty commission fees.

3. Better rate control

Many hotel owners fear that OTAs will reduce their control over pricing, but with metasearch engines, you can monitor and adjust rates directly. For example, if you want to implement a flash sale or a special promotion, you can immediately reflect those changes on all metasearch platforms. 

Hotels that adjust their pricing strategies to align with high-demand periods, like holiday weekends or special events, can quickly optimize their revenue.

4. Build credibility

Travelers trust transparent pricing. When you list your hotel on metasearch engines, they allow guests to view a wide range of price options and amenities, promoting trust in your property. 

This transparency helps build credibility and encourages users to book with confidence.

Disadvantages of metasearch engines for hotels

Now that we’ve explored the benefits metasearch engines offer, let’s take a look at some of the challenges hotels may face when using these platforms.

1. High competition

On metasearch engines, you compete with multiple OTAs for visibility. These OTAs often bid higher amounts to secure top positions. This can result in your hotel’s rates being pushed lower. 

Even if your hotel offers better deals or services, you may still struggle to stand out against larger, better-funded competitors. In the end, you may find it challenging to maintain competitive pricing without sacrificing profitability.

2. Pay-per-click costs

When you list your hotel on metasearch engines, you must pay for each click, even if the user doesn’t book. These costs add up quickly, especially if the traffic doesn’t convert into actual reservations. 

If your hotel doesn’t effectively stand out or capture the traveler’s interest quickly, those clicks don’t lead to revenue. You could be left paying for the exposure without seeing a return on investment.

3. Rate parity issues

Maintaining rate parity across all platforms is crucial. But metasearch engines can expose discrepancies between your direct rates and those offered by OTAs. 

If OTAs display lower rates than yours, travelers are more likely to book through them. This could force you to lower your direct rates to stay competitive, potentially harming your profit margins. You risk losing the opportunity for more profitable direct bookings, even though you’re trying to control the rates.

Examples of popular hotel metasearch engines

When you’re marketing your hotel online, selecting the right metasearch engine can significantly impact your visibility and bookings. 

Here are some of the top platforms you might consider for reaching a wide range of travelers:

• Google Hotel Ads integrates with Google’s search results to show real-time hotel prices. With billions of people using Google daily, this platform ensures that your hotel appears directly in search results, allowing you to reach customers actively searching for accommodations

 

• TripAdvisor is widely recognized for its reviews and recommendations. It displays hotel rates and provides ratings and user-generated content, helping potential guests make informed decisions

 

• Trivago aggregates hotel rates from several OTAs, making it a one-stop shop for users comparing different price points. It’s known for its clean interface and easy navigation, which can help travelers quickly compare your hotel’s price against competitors.

 

• Skyscanner, which initially gained popularity for flight searches, now also allows users to book hotels. This cross-platform exposure makes Skyscanner a great option if you’re looking to attract international travelers who are planning multi-component trips.

 

• Kayak provides a platform that aggregates hotels, flights, and car rentals, making it a comprehensive travel resource. While it’s helpful for travelers booking their entire trip in one place, the presence of multiple product categories may sometimes push hotel listings lower in search results.

 

• HotelsCombined offers an exclusive focus on comparing hotel prices. With no distractions from flights or car rentals, it’s ideal for users looking to book accommodations. This laser focus on hotel comparisons can help your property gain visibility among highly targeted potential guests in the decision-making phase of their booking journey.

 

• WeGo is a well-known metasearch engine in the Middle East and Asia. Though not as dominant in other regions, it provides a unique opportunity to target travelers from these regions who are planning international travel. If your hotel caters to guests from these areas, WeGo can be a strong platform to advertise on and build connections with this growing market.

Each platform offers distinct advantages, and choosing the right ones depends on your hotel’s location, target market, and goals. 

While sites like Kayak and Skyscanner provide a broader view of travel needs, platforms focused specifically on accommodations, such as Trivago, HotelsCombined, and Google Hotel Ads, may deliver better results for hotels aiming to increase direct bookings.

 

What is the difference between search engines and metasearch engines?

Search engines and metasearch engines might seem similar, but they serve different purposes. Search engines like Google or Bing index vast amounts of content from across the web. They provide results from various websites based on keywords entered by the user. When you search for something on Google, it shows links to a wide range of sources.

On the other hand, metasearch engines like Google Hotels, Trivago, or Kayak aggregate information from multiple OTAs and other platforms. They don’t host original content but pull data from various sources to give users a consolidated view of available options. When you search for hotels on a metasearch engine, it displays prices and availability from different booking sites in one place, simplifying your search.

The way each platform indexes and presents information directly impacts your hotel’s visibility. If you’ve optimised your SEO, search engines lead to your website, while metasearch engines direct travelers to third-party sites or your hotel’s booking page. Metasearch engines allow you to be seen across multiple platforms and compete directly with OTAs.

This difference is crucial when considering direct bookings. On search engines, you rely on organic rankings or paid ads. With metasearch, you can attract potential guests and drive them to your website, increasing the likelihood of direct bookings and avoiding OTA commissions.

How roomMaster hotel channel manager helps maximize metasearch performance

While hotel metasearch engines increase visibility, converting that traffic into bookings requires a streamlined system. roomMaster by innQuest provides a hotel channel manager that centralizes and automates your booking process. This gives real-time rate and inventory updates across OTAs and metasearch-connected booking engines. 

roomMaster also connects to Google Hotel Finder, which helps drive direct bookings via the hotel’s booking engine.

Here’s how the roomMaster channel manager helps you maximize metasearch performance:

• Prevents overbookings: Automatically syncs inventory across all channels to minimize overbooking risks
• Maintains rate parity: Keeps your pricing consistent across OTAs and metasearch platforms, preserving your revenue
• Automates pricing updates: Updates rates automatically to reflect the best available pricing on metasearch engines in real time
• Saves time: Reduces manual rate adjustments, freeing up time and minimizing human error
• Seamless integration with roomMaster PMS: Works harmoniously with the roomMaster PMS, streamlining your booking management experience

With roomMaster channel manager, you can manage your hotel’s presence on various OTAs, such as Booking.com, Expedia, CTrip, and Airbnb, all from a single platform. Increased visibility across OTAs means more bookings. The channel manager helps boost occupancy while maintaining control over pricing and availability. You can close channels when full, apply rate restrictions, and analyze performance data to track your most profitable channels.

Want to optimize your hotel’s metasearch presence? Book a free demo to see how our hotel channel manager can help you take control!

FAQs

What are metasearch engines, and how do they help hotels?

Metasearch engines are platforms that aggregate and display search results from various sources in one place. For hotels, they pull pricing and availability data from multiple OTAs and hotel websites, allowing travelers to compare options in real time. This helps hotels increase visibility and drive more traffic, which can lead to more bookings.

What are the best examples of metasearch search engines?

Some of the best-known metasearch engines in the hotel industry include Google Hotel Ads, Trivago, Kayak, Skyscanner, and TripAdvisor. 

Is Google a metasearch engine, and how does it work for hotels?

Yes, Google functions as a metasearch engine through its Google Hotel Ads platform. Google collects hotel pricing and availability from various OTAs and hotel websites and displays them in search results when users search for hotel options. 

What is the difference between a search engine and a metasearch engine?

A traditional search engine like Google provides a list of results from its own index based on the search query. It shows web pages, images, and videos from across the Internet. A metasearch engine, on the other hand, aggregates results from multiple search engines or sources and displays them in one location. 

What are the disadvantages of metasearch engines for hotels?

While metasearch engines increase visibility, they also present some challenges. Hotels must compete with OTAs for visibility, and costs can add up through bidding or commission-based models. Moreover, the platform may drive traffic but not guarantee conversions, as the final booking may happen on an OTA or other third-party site. 

Is TripAdvisor a metasearch engine?

Yes, TripAdvisor is a metasearch engine. It compares hotel prices from various booking sites to help travelers find the best deals.

Is Kayak a metasearch engine?

Yes, Kayak is a metasearch engine. It aggregates flight, hotel, and car rental prices from multiple sources to provide price comparisons.

Is DuckDuckGo a metasearch engine?

Yes, DuckDuckGo is considered a metasearch engine, as it pulls results from multiple sources like Google, Yahoo, and Bing, rather than having its own dedicated web crawler for all searches.

How can hotels improve their performance on metasearch engines?

Hotels can improve their performance on metasearch engines by managing rate parity, bidding on competitive keywords, and offering compelling content, such as reviews, photos, and promotions. Ensuring consistent pricing and real-time availability across all platforms is crucial. Additionally, optimizing their listing with accurate and appealing information can help increase click-through rates, leading to higher conversions.