You don’t have to worry if you’re on our pay-per-stay model for hotel metasearch

The metasearch landscape continues to evolve. On September 1, 2025, trivago shifted all campaigns to a CPA-only (Cost-Per-Acquisition) bidding model, introducing a global minimum NET CPA of 10%.

For many hoteliers, that means sudden adjustments, less flexibility, and a scramble to meet new requirements. But if you’re on Metadesk’s Pay-Per-Stay model, you don’t have to worry.

Here’s why this approach isn’t just important—it’s a smarter, safer way to manage your metasearch investment.

The problem with CPA-only hotel metasearch model

On the surface, CPA bidding looks appealing: you only pay when a booking occurs. But there’s a catch—CPA doesn’t account for cancellations or no-shows. That means hotels still end up paying for revenue they never actually realize.

With trivago’s new rules, hoteliers also lose:

• Flexibility: All campaigns are locked into CPA, whether it fits your strategy or not.
  
• Control: A global 10% minimum NET CPA reduces your ability to manage margins.
  
• Efficiency: You may still pay for bookings that don’t turn into stays.
  

Why pay-per-stay natters for hotel metasearch

Pay-Per-Stay takes performance marketing a step further by aligning costs with actual, consumed revenue. Instead of paying for every booking, you only pay when the guest checks in and completes their stay.

This protects your budget and ensures your spend is tied directly to real business impact.

In short: Pay-Per-Stay eliminates wasted spend, smooths out the risks of cancellations, and gives hoteliers confidence that their investment is working as hard as possible.

Why pay-per-stay with Metadesk is different

Not all Pay-Per-Stay models are created equal. Here’s why using Metadesk’s Pay-Per-Stay model gives you an edge:

✅ End-to-End Transparency – Our upgraded portal shows exactly how your campaigns are performing, from impressions through to actual stays.

✅ Direct Connection to ROI – You don’t just see bookings; you see revenue earned from completed stays, so you know every dollar spent drives true value.

✅ Smarter Insights Built In – Features like Funnel Analysis, Parity Monitoring, and Roll-Up Reporting give you more control over campaign optimization—something a CPA-only environment can’t match.

✅ Fewer Surprises, More Trust – With reconciliation tools that tie campaign performance directly to guest stays, you’ll never be blindsided by wasted spend.

The bottom line

While other providers are adjusting to trivago’s CPA-only model and its mandatory 10% minimum, Metadesk clients are already ahead.

With Metadesk’s Pay-Per-Stay model, you:

• Avoid wasted spend.
  
• Protect your ROI against cancellations and no-shows.
  
• Gain better visibility into true campaign performance.
  
• Enjoy peace of mind knowing your marketing dollars are directly tied to real revenue.
  

👉 In an evolving metasearch landscape, Pay-Per-Stay with Metadesk isn’t just a safer option—it’s the smarter way to win. Contact us now to learn more.

$5.2 billion and counting: Why independent hotels can’t sit back

OTAs spent $5.2 billion on marketing in Q2 of 2025. That is not a typo. Billions. Booking Holdings dropped $2.2 billion. Expedia spent $1.6 billion.

This is not just spending. It is an arms race. If you are an independent hotel, you will not win by trying to match it. The only way forward is to compete smarter.

Why this matters for independent hotels

OTAs are flooding social, search, and AI-driven channels with budget that independents cannot match. They capture the guest early, shape the options, and dominate the conversation. By the time a traveler reaches your site, you are already playing catch-up.

If you do nothing, you are invisible.

The power of brand and storytelling

Your brand is your strongest weapon. Without it, you are just another option in a list of OTA results.

Travelers book with emotion first and logic second. Research shows that 56% of travelers are more likely to book a hotel that tells a compelling story. Brands that lean into storytelling see conversion rates climb by up to 30%. And companies that communicate their brand consistently through storytelling report up to 20% higher customer loyalty.

The numbers prove how powerful loyalty really is in hospitality. According to CBRE’s analysis of 675 million loyalty members, loyalty program members accounted for 52.8% of all occupied hotel rooms in 2024, up 12% year over year. That kind of recurring revenue is the result of strong brand investment and consistent storytelling over time.

Ask yourself: what are the pillars of your brand? How are they carried out every single day? If you are fortunate to have a rich history, what are you doing to treasure it and share it in a way that feels alive today?

Storytelling is not fluff. It is strategy. It is the difference between being remembered or forgotten, between a direct booking and another OTA commission. Do not let AI strip away the human heart of hospitality. Use it to amplify your story and strengthen the connection you build with guests.

How hotel metasearch levels the playing field

Hotel metasearch is where you meet OTAs head-on. It is where travelers compare options side by side. If your direct booking offer is not there, you are giving OTAs a free pass.

Visibility in hotel metasearch means you are in the conversation when it matters most. It is your chance to intercept the booking before it is lost to an OTA.

Why pay-per-stay hotel metasearch matters

Clicks do not pay the bills. Stays do.

That is why pay-per-stay hotel metasearch is so powerful. You only pay when a guest actually stays at your property. No wasted clicks. No empty impressions. Just real performance.

For independents, this is the kind of model that makes budgets stretch further while still keeping you competitive against OTA firepower.

The role of Property Promoted Ads

Property Promoted Ads are another tool in your arsenal. They put your listing in prominent placements during the traveler’s research phase. This keeps your hotel visible when travelers are actively weighing their options.

More visibility means more opportunities to steer travelers toward booking direct.

The next step: AI-powered hotel metasearch

Travel planning is shifting fast into AI engines. Travelers are asking AI assistants to find them hotels that match their exact preferences. If your direct booking link is not being fed into those engines, you are already behind.

The next frontier of hotel metasearch is making sure your hotel shows up in AI results with a direct booking path. Imagine a traveler asking, “Find me a boutique hotel in downtown Nashville with a rooftop bar.” If your direct link is there alongside OTA listings, you just leveled the playing field.

AI-powered hotel metasearch creates a direct line between traveler intent and booking on your site. It is visibility at the very start of the journey, and it allows you to compete in this new environment without trying to outspend the OTAs.

How your property wins

OTAs will keep spending billions. Independent hotels cannot match it, but they do not have to.

Invest in your brand. Tell your story. Show up where travelers are comparing. Utilize models like pay-per-stay to manage costs. Use Property Promoted Ads to boost visibility. And take the next step with AI-powered metasearch to get your direct booking link into the channels where travelers are already searching.

This is how independents compete smarter, protect a larger share of their revenue, and secure direct bookings in a marketplace dominated by OTAs.

Start driving more direct bookings now.

Common pitfalls in hotel metasearch advertising and how to avoid them

Hotel metasearch advertising has become a vital component of the hospitality industry’s digital marketing strategy. It allows hotels to compete directly with online travel agencies (OTAs), drive more direct bookings, and improve profit margins. However, success in metasearch advertising requires careful planning and execution. Many hoteliers fall victim to common pitfalls that can hinder their campaigns’ effectiveness. Below, we explore these challenges and offer practical solutions to overcome them.

1. Poor visibility due to insufficient bidding

The pitfall: Visibility is key in metasearch advertising. Hotels often fail to secure a prominent position on metasearch platforms because they underestimate the importance of competitive bidding. Without sufficient investment, your property’s listing may end up buried beneath OTAs and competitors, resulting in lower click-through rates.

The solution: To improve visibility, optimize your bidding strategy based on performance data. Allocate higher bids to high-performing dates, room types, or markets, and adjust your approach as demand patterns evolve. Use automated bidding tools to stay competitive without overspending.

2. Uncompetitive pricing

The pitfall: Guests are price-sensitive, and metasearch platforms make it easy to compare rates at a glance. If your pricing isn’t competitive or if OTAs consistently undercut your direct booking rates, potential guests will choose alternative options.

The solution: Take parity seriously. Regularly audit OTA rates to ensure consistency with your direct booking prices. Additionally, offer value-added incentives for booking directly, such as free breakfast, late check-out, or exclusive discounts that don’t violate parity agreements.

3. Neglecting mobile optimization

The pitfall: Mobile users represent a significant portion of metasearch traffic. If your booking engine or landing page isn’t mobile-friendly, you risk losing potential customers due to poor user experience.

The solution: Ensure your booking engine is fully optimized for mobile devices. This includes fast loading times, intuitive navigation, and secure payment options. Test your mobile experience regularly and make adjustments to align with changing user behaviors.

4. Ignoring analytics and performance data

The pitfall: Many hotels invest in metasearch advertising without closely monitoring performance metrics. This “set it and forget it” mindset can lead to inefficient spending and missed opportunities for improvement.

The solution: Track key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Use these insights to refine your campaigns, optimize your bidding strategy, and adjust your targeting to maximize ROI.

5. Failing to align marketing channels

The pitfall: Metasearch campaigns often operate in isolation from other marketing efforts, leading to inconsistent messaging and missed cross-channel opportunities.

The solution: Integrate metasearch advertising with your broader marketing strategy. Ensure consistent branding and messaging across all touchpoints, including your website, email campaigns, and social media. Cross-promote your direct booking incentives to drive more traffic to your metasearch listings.

6. Lack of differentiation

The pitfall: In a crowded marketplace, many hotels fail to stand out. Generic listings and uninspired descriptions can make it difficult to capture travelers’ attention.

The solution: Highlight your unique selling points (USPs) in your metasearch listing. Whether it’s a stunning location, exceptional amenities, or exclusive offers, make sure these features are prominently displayed. Use high-quality images and compelling copy to create a lasting impression.

7. Slow response to market changes

The pitfall: The travel industry is dynamic, with demand patterns shifting rapidly. Hotels that don’t adapt their metasearch campaigns to changing market conditions risk losing out to more agile competitors.

The solution: Monitor market trends and adjust your campaigns accordingly. For instance, during peak travel seasons, increase your budget and focus on high-demand dates. During off-peak periods, highlight special offers or packages to attract bookings.

Metasearch advertising presents a powerful opportunity for hotels to increase direct bookings and improve profitability. By avoiding common pitfalls such as poor visibility, uncompetitive pricing, and neglecting analytics, hoteliers can maximize the impact of their campaigns. With a strategic approach and ongoing optimization, metasearch advertising can become a cornerstone of your hotel’s digital marketing success. 

Contact Metadesk today to start increasing your direct bookings via hotel metasearch. 

How to drive direct bookings through metasearch advertising

In today’s competitive hospitality landscape, reducing dependency on Online Travel Agencies (OTAs) is a top priority for many hotels. OTAs may offer visibility, but the commissions can cut deeply into your revenue. Hotel metasearch advertising presents a compelling opportunity to reclaim control, increase direct bookings, and strengthen your bottom line.

Here’s how hotels can leverage metasearch to drive direct bookings while minimizing reliance on OTAs.

What is hotel metasearch advertising?

Hotel metasearch platforms like Google Hotel Ads, TripAdvisor, Trivago, and Kayak aggregate hotel rates and availability from various booking channels, including OTAs and the hotel’s own website. By participating in metasearch campaigns, hotels can directly compete for visibility and bookings by prominently displaying their rates.

Unlike traditional digital ads, hotel metasearch ads are transactional—users are already searching for accommodations and are primed to book. This makes hotel metasearch a powerful tool for capturing high-intent travelers.

Strategies to drive direct bookings through hotel metasearch

1. Competitive pricing

Price parity is crucial. Ensure your rates on hotel metasearch platforms are competitive and aligned with what’s displayed on OTAs. If possible, offer exclusive perks like free breakfast, complimentary upgrades, or flexible cancellation policies to make booking directly through your website more appealing.

2. Leverage your brand’s loyalty program

Integrating loyalty program benefits into your hotel metasearch campaigns can differentiate your hotel from competitors. Highlight points accrual, member discounts, or special perks for direct bookings. This not only incentivizes guests to book directly but also fosters long-term loyalty.

3. Optimize bidding strategies

Metasearch platforms operate on a pay-per-click or commission-based bidding system. Carefully manage your bids to ensure maximum visibility while maintaining a healthy return on ad spend (ROAS). Automated bid adjustments can help you optimize for peak travel seasons and high-conversion audiences.

4. Enhance your booking engine

Your hotel metasearch campaigns are only as strong as your booking engine conversion strategy. Sorting rates from lowest to highest, not having too many rates, a seamless booking process, and compelling visuals can make the difference between a booking and a bounce.

5. Use rich media and content

Guests are drawn to experiences, not just rates. Incorporate high-quality images, videos, and detailed descriptions of your property. Showcasing unique features—such as rooftop pools, local partnerships, or sustainable practices—can set your hotel apart. For your Google meta listing, control your media content through your Google My Business profile.

6. Track and analyze performance

Consistently monitor your hotel metasearch campaigns to understand which platforms, audiences, and strategies yield the best results. Use insights to refine your approach, allocate budgets effectively, and continually improve performance.

Benefits of driving direct bookings with hotel metasearch

• Lower costs: Direct bookings eliminate hefty OTA commissions, increasing profitability.
• Stronger relationships: Booking directly allows you to build relationships with guests through pre-stay communications and loyalty programs.
• Increased control: With direct bookings, you have more control over the guest experience, from the booking process to post-stay follow-ups.

Hotel metasearch advertising is a game-changer for hotels looking to reduce OTA dependency and drive direct bookings. By implementing competitive pricing, leveraging loyalty programs, optimizing your campaigns, continually refining your strategies and partnering with Metadesk, you can harness the power of hotel metasearch to capture high-intent travelers and increase your property’s profitability. Start investing in hotel metasearch advertising today and take a significant step toward reclaiming your booking channels.

Ready to reduce your OTA share? Contact our metasearch experts today.

Google Hotel Ads and AI search results

The rise of AI-powered search results is changing the way that guests discover, find, and book accommodations, making it vital to understand how your hotel may appear within AI responses. 

As Google introduces more AI-based features into their search results, Google Hotel Ads continue to have an impact. Hotel metasearch has always been an important part of any hotel’s marketing strategy, but the inclusion of Google Hotel Ads within AI search results brings this importance to a whole new level. 

Non-AI search results

Google Hotel Ads are somewhat common in traditional search results, with a small selection of properties appearing under a variety of location-based searches. Organic results often include an expandable list with a map to explore further, and paid results may be featured as a carousel of properties.

Even with the rise of AI-powered results, these lists of properties continue to appear. However, they aren’t as prevalent as they used to be.

It’s still possible to see more traditional search results, with no AI Overview and a Google Hotel Ads feature at the top of the page. More commonly, though, an AI Overview will appear above these features, de-prioritizing the list format.

In some cases, an AI Overview might even replace the list-style feature altogether.

AI Overviews

AI Overviews tend to be prioritized over the traditional format for Google Hotel Ads, but that doesn’t mean metasearch is completely irrelevant to AI search results. 

AI Overviews regularly incorporate information from Google Hotel Ads including hotel name, price range, and featured offers, and may even link to metasearch listings. In the example below, information from Google Hotel Ads is present within the summaries for neighborhoods and suggested hotels.

Even better, clicking one of the neighborhood headings (such as “Back Bay”) leads to a separate search results page featuring the more traditional list of properties pulled from Google Hotel Ads.

The incorporation of Google Hotel Ads is a fairly common occurrence within AI Overviews, clearly marking this as an important source of information for Google’s AI model.

AI Mode

While AI Overviews are shown alongside traditional search results, AI Mode is an isolated experience that offers exclusively AI-powered responses. However, Google Hotel Ads are still incredibly relevant here.

Both AI Mode and AI Overviews use the same AI model to generate responses, incorporating the same data from Google Hotel Ads. AI Mode takes this a step further though, regularly including small lists of properties more akin to the traditional search features.

In this example, AI Mode generated a number of categories within the context of Boston hotels, each one including a small selection of properties sourced from Google Hotel Ads. 

Though properties from Google Hotel Ads are interspersed among other text, it’s hard to deny the prominence that these listings have within AI Mode. This is even more clear at the bottom of the response, where we found a live map with each of the locations mentioned throughout.

These lists of properties, as well as the map, are easily some of the most common features that we’ve seen while exploring AI Mode. 

Takeaways

As search results continue to evolve and AI tools become more common, Google Hotel Ads will remain a vital piece of your hotel’s marketing strategy. Both AI Overviews and AI Mode incorporate information from Google Hotel Ads while generating responses, and lists of featured properties continue to appear in results. Though the appearance of Google Hotel Ads may be changing, there’s no denying its continued relevance to the search experience.

To improve your hotel’s chances of appearing in AI search results, make sure to utilize Google Hotel Ads to its fullest potential.

• Participate in hotel metasearch via a provider such as Metadesk to maximize Google Hotel Ads visibility. 
• Make sure that Google Business Profile and Google Hotel Ads are well-optimized, with complete and accurate information, to build credibility within Google’s algorithm. 
• Focus on well-structured website content and a smooth booking engine experience to reduce friction and make your site easy to use for both human users and AI models.

To learn more about Google Hotel Ads or get your hotel started, reach out to GCommerce today.