Hotel metasearch engines are a valuable tool for digital distribution and should not be underestimated as a channel.
In today’s world of instant search, travelers can find their dream holiday with just a few clicks. It is important to recognize the potential of metasearch engines and ensure that your hotel has access to them online.
In this article, our team at DesigningIT will help you use metasearch intelligently by understanding the multitude of data and indicators involved in price comparison tools. This knowledge will help you optimize your direct bookings and enhance sales performance. Take the time to analyze these key points for increased success in your hotel business!
What are hotel metasearch engines?
Imagine being able to see all available hotel options in one place, rather than jumping from site to site. That’s exactly what hotel metasearch engines do. They pull together data from multiple sources and present it neatly to users
Trivago, Kayak, and Skyscanner are some popular examples of these platforms. But how do they work?
The technology behind metasearch is pretty straightforward: it gathers information about your search query – the location, dates, and number of rooms needed – and then uses this info to ask hundreds of other websites that have hotels matching your criteria.
The results? A list with a multitude of choices based on price range, star rating, or guest reviews. This lets you compare prices across different booking sites without needing to visit each one individually.
Beyond convenience for users looking for the best deals out there, these engines also play an essential role in helping boutique hotels and commercial real estate entities increase their visibility online by displaying them alongside bigger brands on the same platform.
Advantages of Hotel Metasearch Engines
Using a metasearch engine for your hotel can bring numerous benefits to your business. Here are some you should consider:
One advantage is the ability to offer direct booking discounts, enticing guests to book directly with you instead of through third-party websites. By doing so, you not only increase your direct bookings but also eliminate commission costs associated with those reservations. Moreover, utilizing metasearch engines like Google Hotel Ads and Tripadvisor allows you to significantly enhance your property’s visibility. With millions of internet users browsing these platforms daily, your hotel will gain exposure to a vast audience, potentially attracting new customers who may have never discovered your property otherwise.
Another perk is the boost in website traffic that comes from featuring on metasearch engines. As these platforms link back to your own website for bookings, more visitors will be directed there. This increased traffic has an additional benefit: it contributes positively towards improving your website’s SEO authority and ranking on search engines like Google.
To further incentivize guests to book directly with you, consider offering flexible policies such as cancellation or amendment options exclusive to direct bookings. Travelers appreciate the advantages they receive when booking directly and having more control over their reservation details compared to using third-party sites.
Key Features of Effective Hotel Metasearch Engines
The success of a hotel metasearch engine hinges on several key features. One such feature we want to emphasize is user-friendliness, as users need to navigate the platform with ease. Making it easy for travelers to locate what they need is essential.
A second vital component is comprehensive data. Users value these platforms because they consolidate information from various sources into one convenient place. So, an effective engine will offer wide-ranging data about different hotels and their amenities.
In addition, price comparison functionality plays a big role in making sure guests get more bang for their buck when booking accommodation. An efficient metasearch engine should be able to pull prices from multiple online travel agencies (OTAs) and direct hotel websites to provide real-time comparisons.
Furthermore, personalized search options can greatly enhance user experience by allowing customers to filter results based on personal preferences like location or budget.
To make informed decisions swiftly, users also benefit significantly from reviews provided directly within the platform – this helps them choose accommodations that best meet their needs without needing to leave the site.
Finally, integration with mobile apps allows travelers to research anytime anywhere – crucial given our ever-increasing reliance on smartphones.
All these elements work together in successful hotel metasearch engines, providing users with a comprehensive and enjoyable hotel search experience.
Our 3 favorite hotel metasearch engines
Our marketing team specialists have identified three hotel metasearch engines that they believe could significantly enhance your hotel marketing strategies. Take a look at each one and explore the unique benefits they bring:
1. Google Hotel Search
Google Hotel Search is an integral part of the Google ecosystem, offering users a comprehensive platform to explore and book hotels worldwide. With its extensive reach, interactive map view, and direct booking capabilities, it simplifies the hotel search process for users and enhances visibility for hoteliers.
Why we think hotel owners benefit from Google Hotel Search
- Extensive reach: Being integrated with Google, it has a vast user base, increasing the visibility of hotels to a broad audience.
- Interactive map view: Users can explore hotels conveniently using an interactive map, making the selection process more intuitive.
- Direct booking opportunities: Hotels can enable direct booking through the platform.
Another great option to promote your hotel website on Google is to use Google Hotel Ads. The reason we recommend it is that you can boost direct bookings and enhance the visibility of your website on this social engine with the help of ads.
Once you activate a campaign with Google, your hotel will appear in search results. By clicking on the hotel, interested travelers will be able to view your website and book directly from the booking engine. The best part about Google ads is that your hotel will be featured on both Google Search and Google Maps.
How to create a hotel campaign on Google
- In your Google Ads account, click the Campaigns icon.
- Navigate to Campaigns > Campaigns.
- Click the blue plus button and select “New campaign.”
- Choose “Create a campaign without a goal’s guidance” for the campaign objective.
- Select “Hotel” as the campaign type.
- Link your Hotel Center account.
- Set preferences for campaign name, bidding, budget, networks, devices, and locations.
- Click “Save and continue.”
- Create your first ad group by providing details like the ad group name and bid.
- Click “Save” to complete the process.
For more information, visit Create a Google hotel campaign.
How to claim your profile on Google Hotel Seach
Claiming your hotel on Google Hotel Search involves a few steps. Here’s a simplified guide:
1. Verify Google Business Profile Ownership:
Before you can claim your hotel on Google Hotel Search, you need to verify ownership on Google My Business. If you haven’t already set up a Google Business Profile for your hotel, follow these steps:
- Go to the Google Business Profile website.
- Click on “Manage Now” and sign in with your Google account.
- Follow the prompts to provide information about your hotel, including its name, address, and category.
- Verify your ownership by choosing a verification method. This could be through a postcard sent to your hotel’s address, a phone call, or email verification.
2. Access Google Hotel Center
- Go to the Google Hotel Center.
- Sign in using the same Google account used for Google My Business.
3. Claim Your Hotel:
- Once logged in, navigate to the “Hotel Details” tab on the left-hand side.
- Search for your hotel using its name and location.
- If your hotel is already listed, click on it to view details.
- Click the “Claim this hotel” button or a similar option, depending on the status of your hotel’s listing.
- Follow the prompts to verify your ownership. Google may use the same verification method you selected for Google Business Profile.
4. Complete Your Hotel Profile:
- After verification, you’ll gain access to your hotel’s profile.
- Ensure that all information, including basic details, amenities, and photos, is accurate and complete.
- Provide room types, rates, and availability information.
- Take advantage of additional features like promotions, which can help make your hotel stand out.
5. Optimize for Google Hotel Ads (Optional):
- If you’re interested in promoting your hotel through Google Hotel Ads, you can set up advertising campaigns within the Google Hotel Center. This involves setting budgets, bidding strategies, and other advertising parameters.
2. Trivago
Trivago is a leading hotel metasearch engine, boasting a colossal user base of 500 million monthly users. Its flexibility in cost models, ranging from CPC to CPA to PPS, provides hotels with versatile marketing options. With a user-friendly interface, Trivago ensures a seamless experience for both users and accommodation providers.
Why we think hotel owners benefit from Trivago
- Massive user reach: With 500 million monthly users, Trivago provides hotels with access to a massive audience, increasing the chances of attracting bookings.
- Cost control: The flexibility in cost models enables hotel owners to choose a strategy that aligns with their budget and marketing objectives, whether it’s CPC, CPA, or PPS.
- Improved online presence: By featuring on Trivago, hotels can enhance their online presence and reputation, as users often rely on reviews and ratings when making booking decisions.
How to claim your profile on Trivago
1. Create a Trivago Hotel Manager Account
- Go to the Trivago Hotel Manager website.
- Sign up for a Trivago Hotel Manager account using your hotel’s email address.
2. Add Your Hotel
- Log in to your Trivago Hotel Manager account.
- Click on “Add your hotel” and enter your hotel’s details.
3. Claim Your Hotel
- Once your hotel is found in the Trivago database, claim it by clicking on the “Claim your hotel” option.
- Follow the prompts to verify your ownership. This may involve receiving a verification code via phone or email.
4. Complete Your Hotel Profile:
- Access your hotel’s profile on Trivago.
- Ensure all information, including room details, amenities, and photos, is accurate and appealing.
5. Set Up Your Rate Connect (Optional):
- If you want to manage your hotel rates and availability more effectively:
- Consider using Trivago’s Rate Connect feature to directly connect your website’s rates to your Trivago listing.
- Follow the steps to integrate Rate Connect for seamless rate updates.
3. Kayak
Kayak is a trusted metasearch engine known for its comprehensive comparison features. It empowers users with detailed insights into prices and amenities across various booking platforms. With unique offerings like price alerts and the ability to explore nearby options, Kayak enriches the travel planning experience by providing a wealth of information and choices.
Why we think hotel owners benefit from Kayak
- Detailed comparison: Hotel owners benefit from Kayak’s detailed comparison features, allowing them to showcase their property’s unique selling points in a competitive context.
- Increased bookings: By being part of Kayak’s extensive network, hotels can attract more bookings as users can easily compare prices and amenities across multiple platforms.
- Adaptability: Kayak’s tools, such as price alerts and exploration of nearby options, empower hotel owners to adapt to market dynamics and change customer preferences effectively.
How to claim your profile on Kayak
1. Create a Partner Account:
- Visit the Kayak for Business website.
- Sign up for a partner account using your hotel’s information.
2. Add Your Property:
- Log in to your Kayak partner account.
- Add your hotel by providing necessary details such as name, address, and amenities.
3. Claim Your Hotel:
- Once your hotel is listed on Kayak, claim it as the owner or manager.
- Follow the verification process, which may include confirming your ownership through email or phone.
4. Complete Your Hotel Profile:
- Access your hotel’s profile on Kayak.
- Ensure all information, including room types, rates, and high-quality photos, is accurate and up-to-date.
5. Utilize Kayak’s Direct Booking Options:
- Consider enabling Kayak’s direct booking options to allow users to book rooms directly through Kayak.
- Follow the steps provided by Kayak to set up direct booking features.
The Importance of Channel Managers for Hotels
The integration of Channel Managers with hotel metasearch engines is crucial for hoteliers who are looking to optimize their online presence and drive more direct bookings. They help you save time and manage inventory, availability, room prices, etc. on different distribution platforms.
Our team at DesigningIT gathered the main reasons why you need a Channel Manager for your hotel:
| Multichannel Distribution | A channel manager allows you to manage and distribute your hotel inventory across multiple online channels, including online travel agencies (OTAs), global distribution systems (GDS), and your hotel’s website. This broad distribution increases your visibility and reach to potential guests. |
| Real-Time Updates | With a channel manager, you can update your room inventory, rates, and availability in real-time across all connected channels. This ensures that the information displayed to potential guests is accurate, reducing the risk of overbookings and enhancing customer satisfaction. |
| Time and Efficiency | Managing multiple channels manually can be time-consuming and prone to errors. A channel manager automates the process, saving you time and increasing operational efficiency. It eliminates the need for manual updates on each channel individually. |
| Competitive Pricing Strategies | Channel managers often come with tools that allow you to implement dynamic pricing strategies. You can adjust your rates based on factors like demand, competitor pricing, and market trends, optimizing your pricing strategy for increased revenue. |
| Centralized Control | With a channel manager, you have centralized control over all your online distribution channels. This means you can monitor performance, track bookings, and make updates from a single dashboard, providing a comprehensive view of your hotel’s online presence. |
| Direct Booking Integration | Some channel managers integrate with metasearch engines and support direct bookings. This means potential guests can book directly through the metasearch platform, providing an additional avenue for capturing reservations without relying solely on third-party channels |
| Data Analysis and Reporting | By analyzing performance data, you can make informed decisions about pricing, distribution strategies, and marketing efforts to continually improve your hotel’s online presence. |
Our Top 10 Channel Managers for Hotels
- SiteMinder: A global leader with an extensive distribution network.
- Cloudbeds: Fully integrated, offering seamless compatibility with popular PMS systems.
- Profitroom: User-friendly platform driving effective omnichannel distribution.
- RateGain: A reliable choice with an impressive 99.7% uptime and 24/7 multilingual support.
- eviivo: Connects with Airbnb and Google VR for expanded reach.
- innRoad: Ideal for smaller properties seeking global exposure.
- Hotelogix: A time-saving solution proficient in preventing double bookings.
- HotelRunner: Fast and user-friendly, suitable for users of any experience level.
- Vertical Booking: Offers unlimited reservations without commission.
- InnQuest: Excellent for improving the page rank and OTA visibility.
How We Use Hotel Metasearch Engines for Best Results
The world of hotel booking has changed dramatically with the rise of metasearch engines. To get the most out of metasearch engines, we recommend you follow these steps:
Step 1: Claim and optimize your profile
Start by claiming and verifying your hotel’s profile on major metasearch engines like Google Hotel Ads, Trivago, and Kayak. Ensure all information, including room rates, amenities, and images, is accurate and up-to-date.
Step 2: Showcase your unique selling points
Differentiate your hotel by showcasing its unique selling points. Whether it’s a prime location, exclusive amenities, or personalized services, make sure potential guests can easily identify what sets your property apart.
Step 3: Competitive pricing strategies
Stay competitive by implementing dynamic pricing strategies. Regularly review and adjust your rates based on demand, seasonality, and competitor pricing. Consider offering exclusive deals to attract price-sensitive travelers.
Step 4: High-quality visuals
Invest in high-quality visuals to enhance your hotel’s online presence. Professional photos of rooms, facilities, and common areas create a visually appealing profile that captures the attention of potential guests.
Step 5: Metasearch advertising campaigns
Consider investing in metasearch advertising to increase visibility. Set a realistic budget and bid strategically on relevant keywords. Monitor and adjust your advertising campaigns based on performance data to maximize ROI.
Step 6: Mobile optimization
Recognize the importance of mobile users in the travel industry. Ensure that your hotel’s website and metasearch profiles are optimized for mobile devices, providing a seamless experience for users on smartphones and tablets.
Step 7: Encourage positive guest reviews
Actively encourage satisfied guests to leave positive reviews on metasearch platforms. Positive reviews not only enhance your online reputation but also influence potential guests’ booking decisions. Respond professionally to all reviews, addressing any concerns promptly.
Step 8: Analyze performance metrics
Utilize the analytics tools provided by metasearch engines to track the performance of your hotel’s listings. Monitor metrics such as impressions, clicks, and conversion rates. Analyzing this data helps you understand user behavior and adjust your strategy accordingly.
Step 9: Stay informed about industry trends
Stay updated on industry trends, changes in metasearch algorithms, and new features offered by these platforms. Adapting to evolving trends ensures that your hotel remains competitive in the dynamic landscape of online travel.
Frequently Asked Questions answered by our experts at DesigningIT
- Is hotels.com a metasearch engine?
No, Hotels.com isn’t a metasearch engine. It’s an online travel agency that lets you book hotel rooms directly.
- What is metasearch advertising for hotels?
Metasearch advertising for hotels means promoting your property on platforms like Trivago or Kayak to increase visibility and bookings.
- What’s the difference between Meta Search Engines and Online Travel Agencies (OTAs)?
Meta search engines, like Trivago and Kayak, compare prices and availability from various sources, helping users make informed decisions by displaying options across different platforms.
On the other hand, Online Travel Agencies (OTAs), such as Booking.com and Expedia, serve as direct booking platforms, allowing users to secure accommodations, flights, and more in one place. While metasearch engines focus on comparison and information aggregation, OTAs streamline the booking process and often offer additional services like package deals and customer reviews.
- Is Expedia a metasearch engine?
Nope, Expedia isn’t technically a metasearch engine but an online travel agency where travelers can book flights, accommodations, and more straight away.
- Is Trivago a metasearch engine?
Absolutely. Trivago is indeed a hotel meta-search site that aggregates room rates from various booking sites all in one place for comparison ease.