A new Metasearch Insight Report argues that hotel brands must invest heavily in the big metasearch players, TripAdvisor, Kayak and Google, in order to stay relevant. Brands that gain top placement within these search engines see dramatic increases in Web site traffic.
Hotel brands are increasingly squeezed by the metasearch dominance of online travel agencies and Google, according to a new report by L2. The report “Metasearch Insight Report: Prestige Hotels” illuminates the metasearch landscape to help hotel brands understand the challenges they face and the opportunities available.
A metasearch engine aggregates results from other search engines and prioritizes the results. Brands that pay for placement will be highly visible, while brands that ignore the engines will be hard to find. Although consumers still visit OTAs and brand travel service Web sites more frequently, metasearch engines are gaining ground.
According to PhoCusWright, more than a third of United States consumers likely to book online and more than half of Chinese consumers likely to do the same use metasearch engines. Younger consumers are also more likely to use metasearch sites. PhoCusWright also determined that OTAs are winning the visibility battle on metasearch engines.
In the coming years, it is likely that consumers will flock to metasearch sites for the breadth and ease of use they offer. If this happens, brands that are not “paying to play” will cede substantial revenue to OTAs that, for survival’s sake, seize upon trends when they emerge.
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