This article will help explain what a metasearch engine (MSE) channel is. MSEs such as Google, Trivago, Tripadvisor, Kayak, Nozio, Skyscanner, and Wego work differently than regular OTA distribution channels (like booking.com and Expedia).
Myfrontdesk can be connected to MSEs either directly (HotelsCombined/Revato) or via a third-party platform (AdsHotel, myhotelshop, etc.). similar to standard OTA channels, MSE connections are available in the Channels list on myfrontdesk.
Travelers today seek out metasearch websites to compare flights, search for accommodations and book their trips.
When it comes to the travel market, metasearch engines let travelers compare hotel room rates from various online travel agencies (OTAs) and other booking sites all in one place. The biggest players in travel-related metasearch include Google, Tripadvisor, Kayak, and Trivago. The value proposition of using these websites is that travelers can search availability and compare prices across the internet, including various OTAs and branded hotel websites.
Non-Commission Model. Rather than paying a commission fee per booking to an OTA, hotels pay a cost per click or a cost per acquisition (converted booking). In other words, you only pay when a guest clicks on your ad or books. You can even set how much you want to bid for each click (or booking) and adjust bids to optimize your overall strategy.
Direct Bookings. One of the big differentiators with metasearch is that it allows travelers book directly through your own website using your booking engine. When a traveler arrives at your website, your booking engine must be modern, user-friendly and inspire confidence so the guest ultimately completes the booking. Booking engines, like mybookings offered by Cloudbeds, should also be seamlessly integrated with your website.
- Control Guest Relationship. Metasearch allows you to truly own the guest relationship because you receive their contact information directly. This way, you’re in control of the guest relationship and you cut out the middleman.
Your pricing strategy matters, especially with metasearch. Advertising on metasearch engines can give you the same visibility as some of the largest OTAs. With that amount of exposure, you need to ensure that your direct rates are competitive with your rates on third-party channels. Without rate parity, your ads will not be as effective and the campaign will not provide as great of a return.
To learn more about Metasearch and critical strategies for success, check out our blog post here
To get listed on metasearch sites, you can either connect directly or through an authorized Integration Partner.
These partners provide your property’s rates/availability to metasearch engines along with tools to manage your advertising campaigns and budget. Please see below for a list of metasearch options available to you via myfrontdesk:
Metasearch Manager that gives customers the option to connect to Google, Tripadvisor, Trivago, Kayak, Wego, Nozio, Skyscanner and Swoodoo
Metasearch Manager that gives customers the option to connect to Google, Tripadvisor, Trivago, Kayak, HolidayGuru
HotelsCombined / Revato
Direct channel connection
*integration coming soon