If you are the owner of a small hotel or a hostel with a solid presence on the internet, you have surely heard about “meta search engines”.
Since 2015, metasearch engines have been the new star of the hotel distribution scene. According to L2 Think Tank , 54% of Chinese travelers, 35% of Americans and 36% of British travelers use metasearch engines to compare prices.
For a small hotel owner, it is very important to understand how a metasearch works to take advantage of its benefits and increase the number of direct bookings on the hotel website.
Before continue reading, you can also read this Desk booking software for more information about Hoteling Software.
What is a meta search engine?
Metabusters are already a common element of our use of the Internet, since they facilitate online search processes. A metasearch engine is basically a search engine that gathers the information on hotel rates and availability that are displayed on other pages, and displays them in a combined way, from a single page. Some of the most popular meta search engines are, for example, TripAdvisor or Trivago.
Metasearch vs. Online travel agencies (OTA)
Meta search engines and OTAs use a different business model. However, they work together to increase your online visibility and increase small hotel bookings. It is important for a small hotelier to understand the difference between the two so that he can maximize his income.
The OTAs are essential for the distribution of any hotel, including children. They can help you reach inaccessible markets thanks to the large amount of resources they dedicate for marketing. To sell the rooms, an OTA shows them with their descriptions, prices and photos. The reservation is made from the same page of the OTA.
A metasearch engine collects all the prices of your hotel that are available on the Internet in the different channels you use on the Internet (such as OTAs) and presents them to your guests as a list. The result is a faster and easier process for guests to compare prices and decide which room to book. The most important difference is that metasearch engines do not sell their own inventory.
What are the advantages of a meta search engine?
A metasearch engine allows small hotels to compete on equal terms with larger hotels and chains.
Increase direct bookings
When the OTA sells a room in your hotel from their website, you have to pay a commission for using their large advertising exposure. On the other hand, a metasearch allows small hoteliers to increase their direct bookings, since the prices on your website are displayed alongside those of the OTAs, so there is a greater chance that the customer will book directly with you.
This is the reason why you need a booking engine on your website, you have to be able to offer prices and availability in real time to those travelers who prefer to book directly with you.
Reduce distribution costs
Using a meta search engine reduces your distribution costs and increases your income. Meta search engines work with a PPC (“pay per click”) system that is usually cheaper than a commission-based system.
And as we have already said, the metasearch engine increases the possibility of increasing your direct bookings. If you pay per click, the price of selling your rooms decreases, since your guests are more likely to prefer to book directly with you, and thus you do not have to pay commissions!
Advertise promotions
Metasearch engines allow small hotels to combine their promotions with their availability and prices in real time, as well as to adjust their prices instantly if necessary. This strengthens the position of the small hotelier to be able to satisfy the demand of his clients, and also to offer them updated information when they make their reservation.
Increase your online presence
Metasearch engines also represent an additional promotional opportunity, a small hotelier can show their brand and their website to create an online community with their guests, thanks to reviews, ratings or photos.
In fact, a guest usually looks at 6-12 reviews before booking . A meta search engine works from these comments and the great asset for consumers is that it offers them a feeling of trust and security.
And how to take advantage of a meta search engine?
To take advantage of a metasearch engine, a small hotel manager has to:
- Update your prices and availability in real time.
- Set a daily / weekly / monthly budget for clicks.
- Calculate the costs and the conversion ratio of your reservations.
- Check your prices in OTAs to ensure consistency and parity.
- Ask for and follow the reviews and comments of your hotel on the Internet.
But most importantly, meta search engines have to be updated on a regular basis, don’t forget!
Does your booking engine connect your small hotel to metasearch engines?
Small hotels need to be able to offer up-to-date rates and availability to metasearch engines in real time. This becomes child’s play thanks to Little Hotelier’s all-in-one reservation and hotel management program.
Contact us and we will be happy to offer you a free trial period so that you can see first-hand the advantages of Little Hotelier, and thus increase your reservations without commissions thanks to your connection with metasearch engines.