In our latest e-guide, ‘Hotel Metasearch for Independent Hoteliers’, you can find out how travel metasearch works, who the key players are, and a few basics tips for the metasearch marketing game for hotels.
Nearly one in two travellers (47%) uses metasearch to compare hotel prices online, according to data collected by ResearchNow between 2013 and 2015. Trivago, one of the world’s most popular metasearch websites, reported a 59% growth in users searching for hotel prices over the course of 2015. This growth has continued over the following year; in 2016, the company finally went public, with its ahres listed at $11 on NASDAQ.
Similarly, the UK-based Momondo Group has predicted that the global metasearch industry will produce more than a compound annual growth rate of more than 40% between 2014 and 2017; furthermore, US company Kayak is estimated to receive as many as 3.5 billion search queries by 2019.
Further afield, the co-founder of Singapore-based Wego, Ross Veitch, has highlighted the growth that travel metasearch has experienced in emerging markets. According to Veitch, ‘the travel meta model has proven that it’s a winner with consumers over many years in the developed world and that a very large, scalable, profitable businesses can be built from it. Qunar [a Chinese-language travel provider and mainland search engine] has proven that the model, albeit with a lot of after-market modifications, works just as well in the fast-growing emerging market.’
But how can hotels, and in particular smaller independents, capitalise on this growth?
The 2013 L2 report pointed out that metasearch engines provide hotel brands with an opportunity to fight back against the almighty Online Travel Agents (OTAs), by driving consumers to brand websites for direct bookings at higher margins. However, according to the same report, hotels are still ceding this important channel to OTAs.
With this e-guide, ‘Hotel Metasearch for Independent Hoteliers’, you will learn the workings of travel metasearch, who the key players are, and a few of the basics of the metasearch marketing game for hotels.
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