MetasearchWhat It Is

What It DoesWhy It Matters

Previews

Upcoming Metasearch Webinars

1. What it is, What it Does, Why it Matters2. Pros and Cons of Assisted Booking3. Budgeting for Metasearch4. The Roles of Rate Parity – Seen and Unseen

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

What is MetaSearch and Why Do I Care?

Google – Local Universal

Branded Search Term

PPC Ads

Organic SEO

Google Hotel Ad

Google Maps

Local Universal 3-Pack

Expanded Maps

Google Maps

Google Maps - Point Of Sale (POS)

TripAdvisor

Reviews, ratings, popularity rankings, business listings, and more…..

Do not forget the POS buttons!

TripAdvisor

TripAdvisor uses several presentation scenarios, including the “Single Chevron” view as shown here.

Some Pros & Cons……

Kayak

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

Trivago

Trivago likes to feature hotel website booking links

Wego

Wego is a key channel for APAC travellers.

And Many More…..

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

Pros and Cons of Metasearch

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

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?

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)

Beauty is in the Eye of the Beholder!

What’s Your Motivation?

More Than BookingsWhy else is metasearch important?

1. Branding

2. Volume

3. Owning the guest

4. If you don’t, somebody else will

I'm an Independent hotel – Can I Play Too?

YES!!!Advantage – More Flexibility inRate Strategies

Challenge – ARI feed, Budgets, And Resources to Manage Campaigns

Q&A

Dean Schmit, Sales Operations Managerdean.schmit@derbysoft.net

Coming Soon

Upcoming Webinars

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