Metasearch has become a growing trend in digital marketing in the hospitality industry. However, its existence is often misinterpreted with the existence of OTA (Online Travel Agent). In terms of features, metasearch and OTA have similarities. Both give users the ability to check availability, rates, properties, and room details for multiple properties in one place. And both emphasize the importance of reviewing a property. Examples of Metasearch that are popular today are Google, Tripadvisor, and Trivago.

However, there is a very important difference between the two models. First, OTA sells rooms in your name. Travelers buy rooms from OTAs, which save a commission in exchange for their services. The hotel's metasearch engine doesn't sell directly to travelers, it's just an information aggregator, browsing the internet and gathering information in one place.

When a traveler is ready to book, they click on the selected OTA – or go to your website – and complete the booking. Metasearch engines will typically charge your hotel for each click to your hotel site, or for completed bookings. This is the second difference, namely the opportunity for lower costs of metasearch compared to OTA.

Room rates play a huge role in the success of your hotel metasearch. However, don't be tempted to go for a price-down strategy. The best price guarantee is a good selling point. Maintaining the integrity of rates is critical to optimizing your performance – so make sure the rates on metasearch match with your hotel website.

ecommerceloka can review your current hotel metasearch strategy so that it can increase the chance of direct booking higher. Contact us now!