New Article on Metasearch Marketing
Jason Price
We recently published a new article on the metasearch best practices. In case you have not read this article it is worth passing around.
Here is the link and the intro below.
http://www.hebsdigital.com/blog/treating-meta-search-marketing-as-a-distribution-channel-results-in-loss-of-direct-revenues-for-hoteliers/
Treating Meta Search Marketing as a Distribution Channel Results in Loss of Direct Revenues for Hoteliers
By Max Starkov (October 28, 2013)We are currently witnessing an explosion of meta search sites and online publishers, facilitated by advancements in digital technology and advertisers’ perceptions of these sites as “unbiased” online media players compared to the OTAs.
The most popular meta search sites and publishers in the hospitality
and travel space include: Google Hotel Finder (with tentacles across the
Google universe), TripAdvisor Meta Search, Bing Meta Search (powered by
TripAdvisor), Kayak.com, Trivago.com (Europe), WeGo.com (Asia Pacific),
HotelsCombined.com (Australia), and others.
The value proposition to travel consumers is undeniable: By adding real-time availability and pricing and enabling rate shopping, travel planners are now provided with everything they need to research and book their hotel stay.
The main question is: Why would any online travel consumer want to go to an OTA website when they can get all of the components needed for an intelligent hotel purchasing decision (hotel location, hotel information, customer reviews, and real-time availability and pricing) from Google Hotel Finder, TripAdvisor, and other meta search sites?
Meta search marketing is a crucial new tool in hotelier’s direct online channel efforts. By being part of meta search marketing on websites like Google or TripAdvisor, hoteliers are leveling the playing field with the OTAs and giving travel consumers the chance to book directly with the hotel and generate incremental revenues at more than acceptable ROAS (return-on-ad-spend). Rightfully, here at HeBS Digital we consider meta search the ultimate “OTA-killer.”
Visit this page to keep reading:http://www.hebsdigital.com/blog/treating-meta-search-marketing-as-a-distribution-channel-results-in-loss-of-direct-revenues-for-hoteliers/