Expand Your Digital Marketing Perspective with Metasearch

Metasearch users are typically closer to making a booking decision. Appearing on platforms like Google Search, Google Maps, and trivago allows hotels to connect with travelers who are actively searching for accommodation in a specific destination.

This high-intent traffic increases the likelihood of conversion and makes metasearch one of the most effective channels for driving direct sales. Continue reading to find out how to use metasearch in your digital marketing strategy.

What is metasearch?

Metasearch engines allow travelers to compare hotel rates across online travel agencies and direct booking channels on a single platform. Instead of visiting multiple websites, guests can view prices, availability, property details, and reviews all in one place making the decision process faster and more transparent.

When a traveler searches for a destination or a specific property, a metasearch engine displays real-time pricing, available dates, guest reviews, and detailed property information on one screen. This enables users to evaluate all their options side by side and choose the offer that best suits their needs.

Why does metasearch matter in hospitality?

Metasearch matters in hospitality because it sits at the very center of how travelers research, compare, and choose where to stay. Guests expect transparency they want to see prices, availability, reviews, and property details side by side before making a decision. 

Metasearch platforms provide exactly that, making them a critical touchpoint in the booking journey. For hotels, this means an opportunity to be visible at the moment of highest intent, compete directly with OTAs, and influence booking decisions in real time. 

When used strategically, metasearch helps increase brand visibility and drive direct bookings.

Metasearch engine examples

Among the many metasearch platforms available today, a few stand out for their global reach and influence on traveler decision-making. These metasearch engines are often the first stop for travelers who want to compare prices, availability, and options before booking, making them especially valuable for hotels aiming to capture high-intent demand.

Google Travel: Google Travel allows hotels to appear directly within Google Search and Maps, showing real-time prices, availability, and property information. This visibility helps capture bookings at the moment of intent, when travelers are actively planning their stay.

trivago: trivago is a global accommodation comparison platform that enables travelers to evaluate hotel options across millions of daily searches worldwide. It helps hotels reach high-intent travelers by displaying their direct rates alongside OTAs during the comparison phase.

How does metasearch work?

Metasearch engines do not sell inventory directly. Instead, they aggregate pricing and availability data from multiple sources such as OTAs and hotel websites and display them comparatively.

When a traveler clicks on an offer, they are redirected to the selected booking channel, whether that’s an OTA or the hotel’s own website. This model gives hotels a unique opportunity to compete for visibility at the exact moment a booking decision is being made.

Why is metasearch important for digital marketing

Metasearch plays a pivotal role in digital marketing and unlike awareness-driven channels, metasearch focuses on intent, performance, and visibility making it a powerful tool for hotels looking to maximize reach while maintaining control over costs and conversions.

Increased brand visibility

Metasearch platforms display multiple properties within the same destination, making visibility crucial. Being present and competitive on these platforms helps your property stand out where travelers are actively comparing options.

Cost-efficient advertising

Compared to traditional OTA commissions, metasearch often operates on cost-per-click or commission-based models that can be more budget-friendly. This allows hotels to invest more efficiently in performance-driven marketing.

Direct bookings

Metasearch enables hotels to redirect traffic from OTAs to their own direct booking channels. By offering competitive rates and a seamless booking experience, you can take ownership of the booking process, reduce commission costs, and build direct relationships with guests.

Reaching high-intent travelers

Travelers using metasearch engines are typically closer to making a booking decision. This makes metasearch a powerful channel for reaching high-intent guests who are actively comparing and ready to convert.

Practical metasearch strategies

Most travelers begin their journey on metasearch engines. That’s why, alongside OTAs and your direct booking channel, an active and effective metasearch presence is essential for sustainable growth.

With the right metasearch platforms, a complete inventory, and a strong connectivity partner, you can increase visibility, boost direct bookings, and take your property to the next level.

With a single integration, properties can seamlessly list on Google Travel and trivago, expanding their global visibility and reaching high-intent travelers at the exact moment booking decisions are made. 

Direct Plus enables hotels to manage all metasearch activity through one streamlined plan, ensuring real-time accuracy, consistent presence, and efficient campaign management. Contact us today and stay one step ahead of your competitors.