Meta Search
Boost your hotel‘s visibility online
Meta search is a powerful lever for maximising your hotel’s visibility on the web.
By displaying the prices and availability of your establishment on several platforms in real time, meta search enables you to capture the attention of a large number of potential customers looking for the best deal.
Use Meta search to attract more customers
Thanks to meta search, your hotel can be displayed simultaneously on sites such as Google, Trivago and Kayak. These platforms automatically compare the prices and services offered by several establishments, giving customers direct access to the best deals available online. By optimising your presence on these tools, you can ensure greater visibility for your website and direct access to your offers.
Display your offers in real time
With meta search, your hotel’s rates and availability are displayed in real time, guaranteeing your customers always up-to-date information. This transparency about your offers attracts a wider audience, while increasing the chances of direct bookings on your site.
An effective tool for maximizing your pricing strategy
Meta search offers you unprecedented visibility and enables you to stay competitive by adapting your prices to suit the market. Using these platforms gives you a considerable advantage over the competition, while maintaining a direct relationship with your customers via your own website.
Optimal web presence
By adopting a meta search strategy, you significantly increase your web presence. Not only do you display your offers on multiple platforms, but you also ensure better exposure for your services and easier access for customers who prefer to book directly via your site.
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FAQ
The best metasearch agency is one that masters hotel-specific platforms (Google Hotel Ads, Trivago, TripAdvisor…) and understands the profitability challenges of direct bookings. Metasearch requires expertise at the crossroads of digital marketing and hotel business issues.
It’s important to work with a partner capable of managing this lever with a view to overall performance. It’s with this in mind that Eliophot supports hotels in their metasearch strategies. At Eliophot, we always start by listening to your current distribution mix, your occupancy rate objectives and your rate positioning to configure a metasearch strategy that is truly adapted to your establishment.
Metasearch brings together platforms that compare accommodation offers and redirect web users to booking sites (hotel sites or OTAs). Google Hotel Ads is one of the main players in this lever, enabling hotels to be visible at the key moment of price comparison.
This leverage enables us to capture Internet users in the advanced decision-making phase. In the hotel industry, it’s one of the levers with the lowest distribution costs, making it indispensable. Eliophot integrates metasearch into a global digital acquisition strategy. At Eliophot, we always contextualize metasearch within your overall strategy: we listen to your distribution context to advise you on the most relevant platforms and cost models for your type of establishment.
It is possible to manage metasearch in-house, but this requires a good command of the tools, data flows (rates, availability) and bidding mechanisms. Incorrect configuration can rapidly impact profitability.
A specialized agency can help you manage this lever in a more structured and efficient way. This is the type of support the agency offers hotels. Eliophot doesn’t just manage flows: we take the time to understand your PMS, your channel manager and your direct booking objectives, to configure a metasearch strategy that’s truly aligned with your organization.
If you use an agency, the Metasearch budget is made up of two elements:
– Agency costs (initial setup, strategy, creation and management),
– The media budget, i.e. the amount invested directly with Google or other search engines to increase your visibility.
In media, monthly budgets need to be defined according to objectives and OTA competition, but they can start at around €300/month.
Added to this are the agency’s support costs, which include a set-up fee of around €600, followed by a fixed fee of around €250 per month for campaign monitoring, optimization and reviews.
The challenge is to manage this lever according to the real return on investment. Eliophot adapts the metasearch budgets to the profitability objectives of the establishments. At Eliophot, we openly discuss your expected ROI and commission volume to define the right level of metasearch investment together.
Metasearch can generate results quickly, as it captures Internet users in the decision-making phase. The first effects can be seen within a few days/weeks, provided the strategy is set up properly. Similarly, the implementation of this support can be quite rapid, depending on the booking engine used (D-Edge, Namastay…).
The expected results are an increase in direct bookings and greater visibility vis-à-vis OTAs. It’s with this performance in mind that Eliophot works. Eliophot monitors your metasearch results with constant attention: we report regularly on performance, listening to your business objectives to adjust bids and maximize ROI.
OTAs are reservation platforms that take a commission on each reservation. Metasearch, on the other hand, compares offers and refers the surfer to the hotel’s website or to an OTA.
Metasearch enables hotels to regain some control over their customer relations and encourage direct bookings. At Eliophot, we accompany this strategic reflection with listening and empathy: we understand the fears linked to OTAs and co-construct with you a distribution rebalancing plan adapted to your challenges. The distribution cost of metasearch is much lower than that of OTAs.
It’s a strategic lever that Eliophot uses to reduce your dependence on OTAs.
Metasearch is particularly relevant for hotels in competitive or high-demand destinations. For some establishments with little competition or very low search volumes, this lever may be less essential, but it remains a good way of cutting the ground from under the OTAs, and maximizing direct sales.
Eliophot always carries out an audit of the market context before recommending a marketing lever. At Eliophot, this recommendation is always based on a detailed understanding of your destination, your positioning and your customer mix, before advising you whether or not to activate this lever.