Return to our Home page Search
Click here for the hotel and hospitality news from around the globe Hotel, Travel and Hospitality Articles Videos and in-depth Interviews
Read more now
Read more now
Read more now
Metasearch OTA Channels.
By SiteMinder
Monday, 27th January 2014

The who, what, why and how of the newest (and potentially, most lucrative) online distribution channel;

Online travel agencies (OTAs) are a vital part of the supply chain and have been largely responsible for the rapid growth in online travel bookings across both mature and emerging markets. While the online channel has been a beneficial one for hotels, it has also placed a strain on budgets due to increased distribution costs (caused by high OTA commissions).

In recent years, new online channels have been created with the intention of lowering hotelsı distribution costs, without negatively effecting occupancy. Some have been successful (others not so successful), but one that has seen a great deal of success recently is the metasearch channel.

4Hoteliers Image LibraryIn an attempt to illustrate the opportunities that metasearch channels present for hoteliers, we spoke with Mike Ford, CEO of SiteMinder (right):

What are metasearch OTAs?

MF: Metasearch OTAs aggregate room rates from multiple online channels and display them to the consumer in a single list ­ making it faster and easier for consumers to find and compare hotels and pricing options.

Which are the most popular metasearch channels?

MF: Some of the popular sites include Google Hotel Finder, Trivago (Priceline) and Kayak (Expedia). Earlier this year, TripAdvisor also introduced a metasearch engine and more recently, TripConnect, the companyıs new advertising bidding tool. TripConnect enables hotels to place bids in TripAdvisor auctions to help drive direct bookings to their own website.

In your opinion, why are metasearch OTAs a business imperative for hoteliers?

MF: There will always be a first-mover advantage for early adopters of new sales and distribution technologies. At the end of the day, whoever has the best ability to convert clicks to bookings ­ no matter the type of property, the number of rooms, geographical location, star rating or amenities offered - will be most profitable.

As such, hotels that understand the importance of metasearch and that take action today to capitalize on it will stand out from the competition in the exact place where consumers are looking for and booking hotel rooms ­ online. 

In your opinion, what is the most important benefit offered by TripConnect (over other metasearch OTAs)?

MF: Although metasearch was able to increase hotelsı online visibility and bookings, distribution costs remained too high for most properties to maintain over the long term.

As such, it was mostly larger chains that participated (and profited) by investing in metasearch to drive bookings direct to their website. TripConnect combines the efficiency of metasearch with the cost effectiveness of the direct channel, enabling small hotel groups and independents (who may not have the large marketing budgets of the big chains) to take advantage of the opportunities presented by metasearch channels.

Do you have any tips for hoteliers on how best to implement metasearch channels?

MF: Metasearch OTAs present both a huge opportunity and a challenge for a propertyıs sales and marketing teams. Unlike traditional OTA channels, metasearch channels merge the digital marketing and distribution activities of a property, requiring these teams to work in harmony to achieve the best possible results.

Advanced distribution technology can go a long way to facilitate the transition to TripConnect (or other metasearch OTAs). Metasearch channel management requires best-in-class distribution connectivity using a single platform to manage the connectivity from PMS or CRS, the digital marketing "bid management" and booking fulfilment at the hotelıs website.

Any final words?

MF: With the right mix of integrated technology, a cost-effective commercial model and a consistent ability to convert more direct business using metasearch channels (like TripConnect), hotels will experience a decrease in distribution costs and an increase in total revenues, yielding a higher profit margin for online transactions.

About SiteMinder

Founded in 2006, SiteMinder is a leader in the online hotel distribution industry. SiteMinder offers award-winning cloud-based distribution products ­ including a channel manager, booking engine, PMS/CRS integration and GDS connection tools, to help hotels increase online revenue, streamline business processes and decrease operational costs. Driven by a no-contract, commission-free business model, SiteMinderıs robust product suite and exceptional client support has made the business one of the most recognizable in the industry. SiteMinder has offices in Bangkok, Cape Town, Dallas, London and Sydney, and has more than 10,000 customers in more than 105 countries. For more information about SiteMinder, please visit

Advertise with ...[Click for More]

~ Important Notice ~
Articles appearing here contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.

Learn more about DigiJames - in room technology
 Related Articles  (Click title to read)
Smart Hotelier's 2014 Top Ten Digital Marketing Resolutions.
OTAs, Reviews and the New Comp Set: A Case Study for Hotels.
Ways to Get Free Traffic to Your Hotel Website.
The Top 10 Questions Hoteliers Should Be Asking Their Website Design Vendor.
 Latest News  (Click title to read article)
Facebook and Twitter - Nothing there says Priceline
Friday, 18th April 2014

JW launches experience-driven CUR8 App for travelers
Friday, 18th April 2014

Global training spending finally growing again - Part 1
Friday, 18th April 2014

The TravelClick Perspective - March 2014: 2014 Outlook
Thursday, 17th April 2014

Shangri-La opens in the Heart of the Himalayas today
Thursday, 17th April 2014
 Latest Articles  (Click title to read)
Creativity & Passion - Keys to Wowing and Returning Guests
Friday, 18th April 2014

The Critical Connection Between Resilient Workplaces And Diversity
Friday, 18th April 2014

Do Your Job Descriptions Inspire Greatness?
Friday, 18th April 2014

Besides Training: How To Maximize Hotel Reservations Conversions
Thursday, 17th April 2014

Millennials: Technology = Social Connection
Thursday, 17th April 2014
 Most Read Articles  (Click title to read)
Global Update: Who's Where and Doing What - Jan 2014
The Top Trends in Search for 2014
The Digital Direction Part 1: Fundamentals of Digital Marketing and Why it is Vital Hotels Understand
Global Update: Who's Where and Doing What - Feb 2014
Expedia's Top Five Conversion Tips
 Useful Links  (Click company to visit)
A-Listings - Exclusive Links Section @ 4Hoteliers

Book Hotels & Travel

Connect with us at LinkedIn

Customized Hotel & Restaurant Equipment

Follow us on Twitter!

Hospitality Consultants ~ Lifestyle Concepts

Hospitality IT & Technology

Hotel Opening Processes: Exploring better ways to open new hotels.

ITB 2015 Marketing

Private, luxurious holiday villa in Valbonne

Sayang - For True Wine Lovers - Live Interviews

Wynamics ~ Working the Dynamics of Wine

ZIXI - Your Asian Partner: Advisory - Sourcing - Project Management - Market Entry

© Copyright 4Hoteliers 2001-2014 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here

Use of this web site is subject to our
terms & conditions of service and privacy policy