What is a metasearch engine?
A metasearch engine is a comparison tool used by travelers to compare rates across different hotels in each destination. This unique search engine sends the user’s request to other search engines and compiles the results in one easy-to use list in order to facilitate a super easy booking process. Travelers can compare rates immediately and see availability in real-time (without the need to have 1,000 tabs open).
For hoteliers, metasearch engines present a way to streamline your hotel marketing and distribution efforts all in one place because it can be used as both a booking channel and a place to advertise. Plus, they represent a big opportunity for hotels because guests can find rooms and book instantly, facilitating those last-minute bookings.
What does a metasearch engine do and how does it work?
A metasearch engine collects prices from a variety of sources, allowing potential guests to find the best rate from the best site at the same time. Hotels can pay for placement on this list and try to convince users to reserve through their respective platforms. This is done using a cost-per-click (CPC) or pay-per-click (PPC) model.
This search engine can be a useful tool to grow the hotel’s business and reach many travelers at once. Travelers are drawn to these booking engines because prices are transparent, they can see all the options at once, and they can do everything all in one place: search, compare and book. Using this tool together with a hotel booking system software is without a doubt a recipe for success. You’ll gain visibility and the chance for global distribution, allowing you to maximize revenue by generating more leads and bookings.
How to connect your hotel to a metasearch engine?
Connecting your hotel to a metasearch engine is easy to do. It’s important to keep in mind that not all of them use the same model, so you should do your research before deciding which ones to connect your property to. First things first, no business can go without connecting to the two most powerful engines: Google and Tripadvisor.
Google has a series of products such as Google Hotel Ads and Google Hotel Finder. The ads rely on data feeds that communicate to Google about the hotel rooms you offer and a bidding system, which tells Google how much you are willing to pay for each booking generated. In order to connect to and use these tools, it’s recommended to have a third-party integration partner to assist with entering rates and availability and managing successful ad campaigns to avoid technical barriers.
With the exception of Google, you can connect to the other engines by having a channel manager that allows you to partner with the different distribution agents. A PMS or a CRS will also allow you to connect directly to the most important metasearch giants as well as monitor your KPIs of these channels.
What are the most popular metasearch engines?
There are several big players when it comes to metasearch. We’ve already mentioned Google and Tripadvisor, but you may also want to consider Orbitz, Momondo, WeGo, Trivago, Skyscanner, Hotels Combined and more. Hoteliers have no choice but to be on Google and Tripadvisor, but these other, smaller engines should not be overlooked, and also serve as powerful tools to reach various segments.
Google Hotels
Google Hotels is arguably the most important metasearch engine. The Google Hotel Search works with Google Maps and Gmail to offer personalized results to travelers. Guests can track prices and access deals directly from their inbox. Hotels can start using this by creating a Google My Business account, and this way, you will also appear in the Google Maps view.
How to start on Google Hotels
Start by verifying your hotel’s free Business Profile on Google, which will ensure that you’re visible on Google Search and Maps. On your profile, be sure to highlight what you offer, including photos, a list of amenities, and don’t forget: you should regularly respond to your reviews.
To display free booking links with your rates, you’ll need to work with a connectivity partner who can send your real-time rates and availability to Google. If you don’t have one yet, Google provides a form to help you get connected. If you already have a connectivity partner, just make sure they’re linked with Google. Once connected, booking links will appear in your profile, and you can start running Hotel Ads.
These ads allow you to reach travelers searching for hotels in your area. You can tailor your prices based on availability and choose a bidding strategy that works for you — whether that's paying only when a guest books a room or directing visitors to your website.
Skyscanner
Skyscanner is a metasearch engine and travel agency, which allows potential guests to research and book travel options, including hotels. Skyscanner is a popular tool in particular for the millennial segment.
How to advertise your property on Skyscanner
To advertise your property on Skyscanner, start by filling out the Partner Inquiry form to determine the best product solution for your hotel. Skyscanner offers various campaign types, including brand and performance advertising to attract more travelers, as well as destination marketing campaigns. If you work with media planners or agencies, Skyscanner can also help you develop paid media strategies.
You can engage potential guests through mid-funnel campaigns (like articles and content), or drive direct bookings with lower-funnel campaigns that bring guests straight to your website.
Kayak Hotels
KAYAK is an online travel agency that’s part of Booking.com. It’s best utilized for guests looking to combine rates for accommodation and flights. Hotels, unfortunately, don’t get a high share of ad placements on this metasearch engine, but making a deal with an airline or offering special packages through KAYAK could be a good solution to make the most out of the tool.
How to start with KAYAK Hotels
To get started with KAYAK, you’ll need to connect with one of KAYAK’s booking engine partners so that you can show prices and availability in real-time. In addition, if you work with another KAYAK partner like Momondo, HotelsCombined, Checkfelix, Cheapflights, Swoodoo or Mundi, you will show up in the search results.
Advertising options include display ads, search ads (which allows hotels to target guests with sponsored search results), email marketing and newsletter placements, content marketing, and affiliate marketing.
Tripadvisor
Tripadvisor is undoubtedly one of the most popular and well-known travel platforms. If your hotel isn’t on Tripadvisor, it’s almost like it doesn’t exist. The platform allows direct hotel bookings and comparison shopping, making it essential to establish your presence from the moment your hotel opens.
How to connect to Tripadvisor
Setting up a Tripadvisor business listing is similar to creating one on Google. First, you need to claim your listing and verify your identity. Make sure all details are accurate and up to date. You can then add amenities, accessibility options, room features, and room types, as well as upload photos and set your business hours. Don’t forget to stay connected to customers by responding to your reviews.
There are several advertising options available on Tripadvisor. You can use sponsored placements to target travelers searching for hotels with features similar to yours. You can also enhance your profile with Business Advantage listings, which allow you to add special offers, phone numbers and website links to increase direct bookings. Promoting your listing can move it higher up in search results and strategically place your ads near competitors to capture more attention.
Hotels Combined
HotelsCombined, also part of Booking Holdings, is a metasearch engine that operates in over 42 languages. It provides users with real-time price comparisons across hotels, hostels, apartments and other lodging options.
How to join Hotels combined
To start working with HotelsCombined, email your property's photos, facilities, and relevant information to hotelier@hotelscombined.com. Be sure to include your property's name and address. For advertising opportunities on HotelsCombined, contact adsales@kayak.com to explore available campaign options for your hotel.
Trivago
Trivago is a well-known hotel metasearch engine and was once a major player before Google began dominating the field. It aggregates hotel rates and availability from various booking sites, presenting them all in one handy place. Booking sites pay Trivago a fee when users click on a specific deal, offering good revenue opportunities for hotels listed on the platform.
How to start a campaign in Trivago
To get listed on Trivago, apply to get listed. Whether you are part of a hotel chain, an independent hotelier, a connectivity provider, or an OTA, there is a place for you on their marketplace.
Trivago offers two advertising models: Cost-Per-Click (CPC) and Cost-Per-Acquisition (CPA). With CPC, advertisers are charged based on their bid for clicks, while CPA charges a percentage of the booking value once a reservation is completed.
Orbitz
Orbitz is a metasearch engine used to search and book different travel sites, whether that be hotels, flights, cars, travel packages or cruises. It is part of Expedia Group’s suite of travel sites and can be used to attract your ideal guests and increase your hotel’s visibility and bookings.
How to get started with Orbitz
To get started with Orbitz, you can visit the website and choose to list your property. You then follow three simple steps to verify yourself. There are different types of campaigns to choose from depending on whether you want to drive brand awareness or conversions. Additionally, display advertising campaigns are available, which can help boost your property's visibility and engage travelers by showcasing your hotel through targeted ads.
Momondo
Momondo is a leading travel search engine, which uses their own special algorithms to rank property results and sort booking option providers. By default, the results are ranked by price, guest ratings and popularity (based on clicks). Seeing as they have a network of different sites they work with, sometimes the same deals will be available across different provider sites.
Get listed on Momondo
To get listed on Momondo, you need to connect with one of their booking engine partners, which will enable you to display your prices and availability. There are several partners you can work with. If you're already listed with one of them, your property should automatically appear in the search results. To learn more about the available campaign options, you’ll need to reach out to Momondo's advertising department.
Wego
Wego is a leading online travel agency in the Middle East and North Africa, widely used for flight searches and hotel bookings. Its popularity is boosted by partnerships with smartphone companies, where the app comes pre-installed, making it a convenient choice for travelers booking hotels.
What to know to get started with Wego
To begin working with Wego, submit your request to hoteliers@wego.com. They typically take 2-3 business days to process requests. For advertising, Wego offers a variety of options, including display ads, email marketing, app advertising, and social media campaigns to help boost your property's visibility.
What is the best meta search engine for your property?
The best metasearch engine for your property will depend on your property's location and your target audience. To maximize your visibility, first define your key target audience, and then research the most effective metasearch engines for your region. It's important to be present where your potential guests are searching.
Additionally, many metasearch engines have partnerships with one another, allowing you to be featured on multiple platforms. Leverage these partnerships to increase your hotel's exposure across various sites.
Tips for using a hotel metasearch engine
Because there are so many different hotel metasearch engines out there, it’s hard to know how to manage them. With the following tips your hotel can develop a strategy that will boost revenue and make metasearch your best friend.
Show all room rates
Showing all room rates instead of just the cheapest one creates a sense of transparency amongst your clients. If clients can see all the rates at once, they won’t think that you’re just showing them the cheapest rate to draw them in. Not only does showing all room rates at once help build trust, but it also gives more options to book and increases your chances of upselling better rooms with a sea view or a suite, as well as packages.
Different sites require different strategies
Using different strategies for different sites is especially true for top engines like Google and Tripadvisor. While Google has a high conversion rate, it’s also expensive, so you must be mindful of this and keep optimizing campaigns so as to make the most of your budget and maximize revenue.
On the other hand, Skyscanner is very popular amongst millennials, so if that’s your target audience, be sure to get the most out of this engine. Tripadvisor, while very popular and important for getting traffic, is more for casual browsing. It doesn’t tend to generate a lot of conversions. Keeping this in mind, you may want to set a low cost-per-click rate to make the most out of your marketing budget on Tripadvisor.
Keep rates the same across engines
Before beginning with these types of engines, an important place to start is with benchmarking. Check out the competition and see what rates they are offering. Then set your prices, and make sure the price matches the rate that appears on your website’s direct booking site. On your own site you can experiment with different direct booking deals, but make sure that the rates don’t fluctuate too much, and above all, make sure that the rates are the same across all metasearch tools.
Keep your priorities straight
Since there are so many metasearch tools out there, it’s important to set your priorities straight (and your budget). It’s impossible to be everywhere and depending on your budget, you may be able to advertise with all, or only some, of the potential channels. Research your target market and find out which engines they are using. If you’re only going to choose a few, make sure you choose those that are accommodation focused. Google and Tripadvisor are musts, but maybe when prioritizing, you will want to choose to advertise on those that are the most specifically for hotels.
Your software decisions are key
In the hotel industry, having a reliable PMS or CRS that integrates directly with metasearch engines is crucial for optimizing performance and revenue. The right software simplifies processes, makes working with metasearch easy, and provides the data needed to evaluate its impact on your business.
What’s the difference between metasearch engines and OTAs?
The key difference between metasearch engines and OTAs is that metasearch engines aggregate information whereas OTAs sell inventory. Online travel agencies are a way of optimizing your advertising budget by handling distribution and allowing potential clients to book directly from their website. Typically, commissions are high, between 10-20%, depending on the size and volume of your structure.
Metasearch engines, on the other hand, display rates for hotels around the world, allowing clients to easily compare rates, but not actually selling that available inventory. The commissions also tend to be a lot lower than those of an OTA, despite the fact that they are just as popular. While some engines, such as Google and TripAdvisor now allow clients to book directly, this wasn’t initially the case.
Regardless of the differences between the two tools, being on both is essential for optimizing revenue and maximizing your property's visibility. While both may take commissions, their extensive marketing budgets will help you reach clients you wouldn’t otherwise connect with.
Conclusion
As we've explored in this article, metasearch engines are vital tools within the hospitality industry. We’ve covered what they are, how to connect your hotel, the most popular platforms and tips for maximizing their value.
While there are many options, Google and Tripadvisor are by far the most important. Allocating part of your marketing budget to these platforms can help you reach that sweet spot and boost your revenue.
Download our guide How to Diversify Hotel Revenue
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