Metasearch is the highest performing direct booking channel for hotels, responsible for 27% of bookings according to one source. Investment in metasearch is steadily increasing, with metasearch investment growing faster than Google ads investment from 2016-2019. A best-in-class metasearch campaign includes elements like offering the lowest price, including the brand logo and callouts, managing review scores, using promotional images, and optimizing the landing page by always showing the lowest rate first and limiting distractions. Marketing strategies should capture all possible bookings by ensuring the right metrics are tracked and resources are correctly allocated across channels including metasearch.

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The Critical
Role of
Metasearch
in Hotel
Marketing

2. METASEARCH IS THE
HIGHEST PERFORMING
DIRECT BOOKING CHANNEL
FOR HOTELIERS
According to channel analysis breakdown
done by Koddi, metasearch was
responsible for the highest percentage of
bookings – coming in at 27%.

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Meta Stats
100%
Increase in Meta
Transactions from
Q1 2018 to Q1 2019

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Additionally…
Hoteliers can expect metasearch to drive ROI -
for every $1 spent expect $5 to $10 in revenue.
$1 $5-10:

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It’s no wonder that investment in
metasearch is steadily increasing.

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Google Ads Investment vs. Metasearch Investment
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2016 2017 2018 2019
Google Ads Meta Search

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So, what does a
Best In Class
meta campaign
look like?

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AD VIEW

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Elements of a Best In Class Meta Campaign
Lowest Price
Be the lowest option or in parity as the
lowest option
1
1

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Lowest Price
Be the lowest option or in parity as the
lowest option
Brand Logo & Callout
Include your logo and a callout in your campaigns
1
2
12
Elements of a Best In Class Meta Campaign

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Strong Review Score
Manage your reputation / review scores
Lowest Price
Be the lowest option or in parity as the
lowest option
Brand Logo & Callout
Include your logo and a callout in your campaigns
1
2
3
12
3
Elements of a Best In Class Meta Campaign

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Strong Review Score
Manage your reputation / review scores
Lowest Price
Be the lowest option or in parity as the
lowest option
Brand Logo & Callout
Include your logo and a callout in your campaigns
1
2
3
Promotional Images
Inspiration drives conversion
4
12
3
4
Elements of a Best In Class Meta Campaign

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LANDING PAGE VIEW

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Elements of a Best In Class Meta Campaign
Lowest Rate Always First
Limit room, rate and promotion options
1
1

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Elements of a Best In Class Meta Campaign
Lowest Rate Always First
Limit room, rate and promotion options
Remove Addon Step
For Meta traffic only!
Do this with another configuration
1
1
2
2

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Elements of a Best In Class Meta Campaign
Limit Distractions
Social Icons, Links to Website, etc
Lowest Rate Always First
Limit room, rate and promotion options
Remove Addon Step
For Meta traffic only!
Do this with another configuration
1
1
2
2 3
3

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Elements of a Best In Class Meta Campaign
Limit Distractions
Social Icons, Links to Website, etc
Lowest Rate Always First
Limit room, rate and promotion options
Remove Addon Step
For Meta traffic only!
Do this with another configuration
1
1
2
2 3
3
Include High Impact
Masthead
Inspiration drives conversion
4
4

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Are you looking at
the right metrics?
• Ad performance (CTR,
CPC, Ad position)?
• Conversion
Performance (rate,
ROAS, Cost of sale)?
• Market Share (eligible
impressions,
impressions share)?
Ask… Are your marketing
dollars allocated
correctly per
channel?
Are your
rates in
parity?
Are your
marketing
channels working
together?
• Local listings
management & SEO?
• Reputation & review
management?
• Paid search & display
remarketing?
Are you using all
the data you
have available?
• Bid multipliers
• Automated bidding

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IS YOUR MARKETING
STRATEGY CAPTURING ALL
POSSIBLE BOOKINGS?
Let metasearch work for your hotel.

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The right marketing
technology partner can
help put the right
metasearch strategy to
work for your brand.

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SABRE
HOSPITALITY
SOLUTIONS
We are the tech partner hoteliers rely on to optimize
distribution and deliver millions of personalized experiences
that maximize revenue with one hospitality platform – SynXis.
We are the leading technology provider for the hospitality
industry, serving more than 40,000 hotels, resorts, and chains
spanning 174 countries. From independent properties that
need a true marketing partner to large global chains who
understand that selecting the right technology partner, rely on
SHS to remain focused on what matters most – optimizing
revenue across all channels while improving the guest
experience.
GLOBAL LEADER IN HOSPITALITY TECHNOLOGY

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Visit: SabreHospitality.com
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