November 23, 2023
Reading time
4 min

Let’s debunk metasearch: Myth or truth?

Navigating the bustling hotel industry? Staying ahead with the latest tech and trends is key. Among these, metasearch engines are game-changers, boosting your hotel's visibility and pulling in guests. But hey, like anything popular, there are some myths buzzing around metasearch. Let's debunk a few and give you the real scoop – from a hotelier's lens.

Yep, it's true: Metasearch gets you seen far and wide.
Using metasearch engines? It's like shining a spotlight on your hotel. List across platforms, and you're instantly on the radar of travelers scouting for stays.

Myth and truth?: Metasearch is free-of-cost.
There are "free links" on platforms such as Google Hotel Ads and Trivago, which are free of charge for hotels without a media budget. However, there are usually fees for establishing the link to these platforms. 

It should also be noted that the traffic, measured by the number of clicks, is significantly lower for free links compared to paid links. The average click-through rate (CTR) for paid links is around 3% to 4%, while for free links it is in the range of 1% to 1.5%. With this in mind, we recommend pursuing a combined strategy and using both paid and free links to maximize the chances of success. This has been put into practice and implemented. The free link is automatically activated when a paid campaign is live. These recommendations are based on data from Google and are designed to optimize the effectiveness of your online presence.

The real deal: Metasearch = A marketing goldmine.
Metasearch isn't just about listings. It's an ad space waiting to be tapped. Target those ads right, and you could see a sweet spike in bookings, often with a juicy return on your spend.

Time for a reality check: Users always book the lowest price.
Although metasearch engines offer a useful way to compare prices from different providers, it is important to know that the lowest price is not always the deciding factor. Guests often consider other factors such as location, hotel ratings and inclusive services. Therefore, hoteliers should not only focus on the price, but also on other values and qualities of their hotel. 

Additionally, it is advisable to focus on creating direct booking benefits to increase the number of direct bookings. This includes providing better cancellation policies and free upgrades to give guests an added incentive.

Absolutely: Metasearch can tailor-fit your marketing.
Through targeted marketing campaigns on metasearch engines, hoteliers can address specific target groups and strengthen brand presence. We can set the campaigns to attributes such as:

- Check-in day of the week

- Duration of the stay

- Countries

- Device types

- Time to arrive (how long in advance do users search for a stay)


Let's debunk this: Metasearch is only for the big hotel players.
Metasearch engines are proving to be beneficial not only for large hotel chains, but also for small, independent hotels. It is crucial to apply the right strategies and focus on the unique advantages and qualities of your own hotel, especially with the aim of breaking away from the dependence on online travel agencies (OTAs) and their brand presence. 

Targeted use of metasearch engines provides hoteliers with valuable opportunities to strengthen their presence and generate more bookings. A sound understanding of the truths and myths about metasearch engines is essential in order to use these tools effectively and increase success in the highly competitive hotel market.