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METASEARCHADVERTISING
WIHP Academy • Paris • 2014
#WIHPACADEMY
EVOLUTION
WIHPHOTELS.COM
Wholesaler
Tour
Operators
Travel
Agents
Guests
Hotel
META-SEARCH AND DIRECT BOOKINGS
OTAs
Guests
Hotel
Meta-search
Guests
Hotel
#WIHPACADEMY
Money Is Pouring in
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
$1.8 M
$ 564 M
$800 M
$167 M
#WIHPACADEMY
TRENDS: Hotels in Paris
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
#WIHPACADEMY
TRENDS: Meta-search
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
#WIHPACADEMY
TRENDS: Leisure Traveller
WIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
36% of leisure travellers use
meta search for travel
shopping
Source: PhoCusWright
#WIHPACADEMYWIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
29.71% of Booking.com’s
traffic comes almost
entirely from meta-search
Source: similarweb.com
TRENDS: Online Travel Agencies
#WIHPACADEMYWIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
58% of the time there is a
rate disparity in meta
search
Source: Room 77 research
TRENDS: Rate Parity and Disparity
#WIHPACADEMYWIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
ConversionAdvertising
Cacheand
distribution
Rates and
availability
CRS WIHP
Google
HPA
Trivago
Kayak
Booking
Engine
TripAdvisor
Skyscanner
#WIHPACADEMY
The Math of Meta Search
WIHPHOTELS.COM
CPC
Advertising Cost
META-SEARCH AND DIRECT BOOKINGS
variable (bidding/auction)
Fixed % of booking completed
Cost per 1,000 impressions
CPA
CPM
#WIHPACADEMYWIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
What’s Next?
1. Branded Booking
Travelers won’t navigate away
from the meta search site to
complete a hotel booking. Google
Wallet is a great example
2. Mobile
89% of travel activities starts on
one device and end on an other.
25% starts from mobile”
3. Personalized Search
Better and more personalized
filters, improve the booking
conversion.
4. Simpler User Interface
Vs. Comprehensiveness
No pop-under, one single grid and
opening the program to more and
more partecipants.
#WIHPACADEMYWIHPHOTELS.COM
META-SEARCH AND DIRECT BOOKINGS
Take-away & Strategies
1. CPC or CPA?
Choose your meta search
partners carefully and be able to
optimize your campaigns. Choose
CPC only if you can bid!
2. Live Prices and Cache
Don’t settle for a booking engine
or any middleman if they don’t
ensure fast and accurate
responses.
3. Avoid pop-unders
Avoid meta search using pop-
under. It might be cheaper for you
but it is a big bummer for your
guests.
4. Offer the best Rate
Last but not least, offer the best
rate on desktop and mobile.
Ensure availabilities on your site.
Remember, Parity rate will be
soon obsolete with meta search.
13Novembre2014.9h30
Simple&EffectiveRevenue
Management
NEXT SEMINAR WIHP
ACADEMY PARIS

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WIHP: Meta Search Advertising

Editor's Notes

  1. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  2. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  3. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  4. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  5. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  6. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  7. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  8. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  9. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  10. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct
  11. BRIEFING : Qu’est ce que font les internautes en premier, ils cherchent à trouver plus d’information sur sa futur destination Il est impossible de se battre contre les OTAs, Guide, Review Site etc, vous êtes trop petit pour prétendre à un combat. Abandonnez l’idée que les internautes doivent vous trouver en direct