All the hype these days in the Digital Marketing world is around MetaSearch and I hear customers and experts talking about MetaSearch more often than I can even count.

Speaking of counting, the typical consumer visits on average 22 different websites to search for accommodations on their next trip…no wonder we complain about our Windows 7 laptop running slow! But what is MetaSearch anyway? And why should you care about it?

What is Meta Search?
 
MetaSearch is a lead generation platform that enables consumers to compare hotel rates across multiple OTAs, suppliers, as well as the property's own website all in one view.

By participating in MetaSearch, hoteliers are able to prominently display their rates alongside popular 3rd party commissionable channels and attract qualified leads for direct commission-free bookings made on their property booking engine.

Simply put, it's an easier way for the consumer to search all possible booking avenues and choose the option that provides them with the best value with the most flexibility: typically, the hotel's own website booking engine. Some popular MetaSearch sites include Kayak, TripAdvisor, and of course, Google!
 
Why is MetaSearch Important for Today's Hoteliers?

Experience and research has shown that MetaSearch users are in the final stages of the travel planning process.

With MetaSearch, your hotel's own rates will display prominently alongside popular 3rd party commissionable channels and attract highly qualified leads to your website and booking engine.

In a world where consumers are presented with a multitude of options and have almost complete price transparency, participating in these MetaSearch programs is a vital part to bringing additional revenue directly to your property.
 
How Our Experts Can Help You
 
On a typical day, our teams here at Sabre Hospitality Solutions assist over 3,000 customers with their rates and availability on MetaSearch sites across the world.

With our newest end-to-end MetaSearch management and reporting solution, Meta Connect, our industry experts will manage your budgets and presence on the top MetaSearch sites to provide you with unparalleled results that will increase your occupancy and decrease your distribution costs at the same time!

But don't take my word for it, look at a sample of our company-wide averages below:

• TripAdvisor Check Rates: Average ROI of 7:1 or greater for Sabre Hospitality managed hotels
• Google Hotel Price Ads: Average ROI of 9:1 for Sabre Hospitality managed hotels
• Kayak: Average ROI range from 5:1 to 14:1 across Sabre Hospitality managed hotels

These MetaSearch sites will help grow your property-direct business providing your hotel with higher margins and more insight into your customer base.  If your property/chain is not participating in a program to manage your Metasearch budget and presence, I highly encourage you to reconsider!

Lina Serpil is Sabre Hospitality Solutions' Director of Digital Marketing Sales in North America. You can reach her at lina.serpil@sabre.com or follow her on Twitter @LinaSerpil.