This document discusses metasearch, which allows consumers to search across multiple travel booking sites at once. It provides an overview of major metasearch channels like Google, TripAdvisor, Kayak and more. The document then discusses pros and cons of metasearch for hotels, noting it can provide more qualified leads but lower conversion rates. Finally, it addresses how independent hotels can also participate in metasearch and take advantage of its opportunities.

1. Metasearch
What It Is
What It Does
Why It Matters

2. Previews
Upcoming Metasearch Webinars
1. What it is, What it Does, Why it Matters
2. Pros and Cons of Assisted Booking
3. Budgeting for Metasearch
4. The Roles of Rate Parity – Seen and Unseen

3. Previews
Upcoming Metasearch Webinars
1. What it is, What it Does, Why it Matters
• Overview of major metasearch channels
• Pros & Cons of metasearch
• KPI’s to consider

4. What is MetaSearch and Why Do I Care?

5. Google – Local Universal
Branded Search Term
PPC Ads
Organic SEO
Google Hotel Ad

6. Google Maps
Local Universal 3-Pack Expanded Maps

7. Google Maps
Google Maps - Point
Of Sale (POS)

8. TripAdvisor
Reviews, ratings,
popularity rankings,
business listings, and
more…..
Do not forget the POS
buttons!

9. TripAdvisor
TripAdvisor uses several
presentation scenarios, including
the “Single Chevron” view as
shown here.
Some Pros & Cons……

10. Kayak
Kayak presents a large
number of booking
options which can
benefit consumers,
but lower CTR

11. Trivago
Trivago likes to feature hotel website booking links

12. Wego
Wego is a key
channel for
APAC
travellers.

13. And Many More…..

14. YoY Comparison (Big Data!)
CPC ROAS Conversion
$3.58 9.20 8.25%
CPC ROAS Conversion
$2.99 8.50 6.87%
Jan-June 2015 Jan-June 2016

15. Pros and Cons of Metasearch

16. Perspective - Best and Worst Candidates for Meta
$3/click @ 10% conversion = 10 clicks per booking (x $3 cpc) = $30
$30/nt ADR x 1nt stay = 100% Cost of Sale (COS)
$500/nt ADR x 2nt stay ($1,000) = 3% COS

17. Why It Works Well
More qualified leads who are already
aware of rates and availability
Desktop driven but mobile mentality
Campaign stacking shows meta is often a
search point, but not the final step – what
gets in the way?

18. Why It May Not Work Well
Higher ADR = less spontaneity & longer
sales cycle
Rate parity becomes transparent to
consumer
Efficient booking process (or lack thereof)

19. Beauty is in the Eye of the Beholder!

20. What’s Your Motivation?
More Than Bookings
Why else is metasearch important?
1. Branding
2. Volume
3. Owning the guest
4. If you don’t, somebody else will

21. I'm an Independent hotel – Can I Play Too?
YES!!!
Advantage – More Flexibility in
Rate Strategies
Challenge – ARI feed, Budgets,
And Resources to Manage Campaigns

22. Q&A
Dean Schmit, Sales Operations Manager
dean.schmit@derbysoft.net

23. Coming Soon
Upcoming Webinars
#2. The Pros and Cons of Assisted Bookings
#3. Budgeting for Metasearch
#4. Rate Parity’s Impact on Metasearch