Not only does meta search marketing help hoteliers compete against the OTAs and shift share from the OTAs to the direct online channel, it generates cost-effective incremental bookings at great ROAS levels.
Meta search in travel and hospitality has been around since the early 2000s. One of the earliest examples was Sidestep.com, now part of Kayak.com, which was acquired by Priceline earlier this year. In Europe, one such example is Trivago.com, now predominantly owned by Expedia.com. WeGo.com is one such example in Asia Pacific.
Meta search marketing in hospitality is online advertising that requires real-time room availability and pricing feed. This new “hybrid” digital marketing format, the result of the convergence of hotel online distribution and online advertising, requires:
- Real-time hotel inventory availability + pricing
- Marketing campaign, budget and bid management by property
Meta search marketing is already branching out beyond the typical rate comparison sites. Google Dynamic Text Retargeting Ads are one such example, available only to properties participating in the Google Hotel Finder meta search program. Based on the meta search marketing concept, here at HeBS Digital we are already working on several game-changing “hybrid” digital marketing initiatives, utilizing real-time hotel inventory availability and pricing fees, such as Dynamic Rate Google AdWords and display advertising with real-time pricing, email marketing with dynamic rates, hotel desktop and mobile site dynamic rate promotions, etc.
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