[Webinar Recording] Beyond the boom: smart marketing strategies for slowing travel demand

June 25, 2025 by GCommerce Solutions

How Boston Harbor Hotel increased direct bookings with website personalization & strategic campaigns

As travel demand stabilizes after the post-pandemic surge, hotels are faced with a new challenge: maintaining and growing direct bookings in a more competitive landscape.

In this exclusive webinar, GCommerce and The Hotels Network reveal how the Boston Harbor Hotel successfully adapted its digital strategy to outperform during a market slowdown. You’ll discover the combination of website personalization, targeted campaigns, and metasearch tactics that led to increased direct revenue—despite a declining travel trend.

What you'll learn:

✅ Respond to shifting travel trends with data-driven decisions

✅ Boost engagement through website personalization

✅ Drive direct bookings with strategic campaigns

✅ Optimize metasearch performance and ROI

✅ Apply tactics that future-proof your hotel’s digital strategy

Watch the recording here or below.

[Webinar Recording] Understanding the hotel metasearch funnel

June 18, 2025 by GCommerce Solutions

In the context of hotel metasearch marketing, your listings function as a condensed sales funnel operating within the larger metasearch landscape. 🌐 This micro-funnel is crucial because it encapsulates the journey from initial exposure to final conversion, directly impacting your advertising effectiveness and the volume of direct bookings. 📈

During our webinar, we'll dive into three pivotal metrics that are instrumental in optimizing this funnel:

💻 Impression Share

🔗 Click-Through Rate (CTR)

📊 Conversion Rate

By meticulously tracking and optimizing these key metrics, hoteliers can refine their hotel metasearch strategies, enhance advertising performance, and ultimately increase the number of direct bookings. 📊 This webinar aims to equip properties with actionable insights to effectively leverage these metrics and drive measurable success in their hotel metasearch marketing efforts.

Watch the recording here or below.

The Role of Hotel Metasearch in Travel Marketing

September 23, 2024 by Danielle Allen

In the fast-paced landscape of digital marketing, staying ahead of the curve is crucial, especially for businesses in the travel industry. One powerful tool that has transformed the way hotels and resorts attract guests is hotel metasearch. In this blog post, we will focus on the key aspects of metasearch and its pivotal role in shaping effective travel marketing strategies.

Understanding hotel metasearch: Metasearch engines are platforms that aggregate information from various sources to provide users with comprehensive and comparative results. In the realm of travel, popular metasearch booking engines include Google Hotel Ads, TripAdvisor, Trivago, and Kayak. These platforms allow potential guests to compare prices, amenities, and reviews across multiple hotels in real time, simplifying the decision-making process.

Enhancing visibility and direct bookings: For hotels and resorts, appearing on metasearch booking engines is more than just being present; it's about maximizing visibility. Metasearch advertising ensures that your property is showcased to potential guests actively searching for accommodations. By strategically managing hotel metasearch advertising, Metadesk can optimize bids and budgets to enhance visibility and drive direct bookings.

Compliments other marketing channels: Metasearch doesn't operate in isolation; it seamlessly integrates with other essential components of a comprehensive digital marketing strategy. By aligning hotel metasearch efforts with SEO, paid search marketing, and display advertising, a cohesive and impactful online presence is achieved. This integration creates a synergy that reinforces the visibility of hotels and resorts, making them more appealing to potential guests.

Importance of optimizing for metasearch: In the highly competitive travel industry, optimization is key. Digital marketing agencies play a pivotal role in ensuring that hotel and resort clients are not only present on hotel metasearch platforms but are also optimized for maximum impact. This involves strategic keyword targeting, compelling ad copy, and continuous performance monitoring to adapt to changing market dynamics.

Leveraging social media for hotel metasearch success: Social media is a powerful tool for creating brand awareness and engagement. Integrating hotel metasearch efforts with social media management allows hotels and resorts to amplify their presence and connect with potential guests on multiple fronts. By strategically leveraging platforms like Facebook and Instagram, digital marketing agencies can create a unified brand message that resonates with the target audience.

Tracking performance with GA4: Effective hotel metasearch marketing is not a one-size-fits-all approach. Google Analytics 4 (GA4) is an invaluable tool for tracking performance and understanding user behavior. Digital marketing agencies can harness the insights provided by GA4 to refine hotel metasearch strategies, identify high-performing channels, and make data-driven decisions to continuously optimize campaigns.

Metasearch has become an indispensable component of successful travel marketing strategies. For hotels and resorts, partnering with a digital marketing agency that understands the nuances of hotel metasearch advertising, SEO, display advertising, and other key components is crucial. By navigating the complexities of the digital landscape and staying ahead of emerging trends, businesses can harness the power of hotel metasearch to not only increase visibility but also drive direct bookings and long-term success in the competitive travel industry.

Consider partnering with Metadesk to take your travel marketing through hotel metasearch to the next level.

The Symbiotic Relationship of Revenue Management and Metasearch

August 27, 2024 by Danielle Allen

When it comes to luxury hospitality, every empty room represents a missed opportunity and mastering the art of revenue management is paramount. But revenue management doesn't exist in isolation; it thrives when sales and marketing work with it in concert, and one of the primary channels that transcend both marketing and revenue management is metasearch.

Metasearch engines have revolutionized the way travelers search, compare, and book accommodations. From the perspective of our digital marketing agency, which specializes in boosting direct bookings for luxury hotels and resorts, understanding the symbiotic relationship between revenue management and metasearch is the key to unlocking success in today's competitive landscape.

The role of revenue management in luxury hospitality

At the core of revenue management lies the art of optimizing room rates and availability to maximize revenue. For luxury hotels and resorts, this becomes even more intricate due to the higher price points and the desire to maintain exclusivity. Here's how revenue management benefits luxury properties:

Dynamic pricing: Revenue management systems allow luxury hotels to adjust room rates in real-time based on factors like demand, seasonality, and special events. This ensures that rooms are priced competitively while maximizing profits.

Inventory control: By carefully managing room availability, revenue managers can create a sense of scarcity, driving up demand for luxury accommodations. This scarcity can also be leveraged to promote direct bookings and loyal customer relationships.

Data-driven decision-making: Revenue management relies heavily on data analytics. It helps luxury hotels make informed decisions regarding pricing and promotions, ensuring that every room is optimally monetized.

The rise of metasearch engines

Metasearch engines have transformed the way travelers plan their trips. Platforms like Google Hotel Ads, TripAdvisor, and Trivago allow users to compare prices, read reviews, and make reservations directly through the platform. For luxury hotels, metasearch offers several advantages:

Increased visibility: Luxury properties can showcase their offerings to a global audience. This visibility is crucial for attracting high-end travelers seeking unique experiences.

Direct booking potential: Metasearch engines often facilitate direct bookings, which is a priority for luxury hotels aiming to reduce reliance on online travel agencies (OTAs) and retain higher margins.

Data Insights: Metasearch platforms provide valuable data on user behavior, helping luxury hotels refine their marketing strategies and better understand their target audience.

The symbiotic relationship

The symbiotic relationship between revenue management and metasearch is where the magic happens. Here's how they complement each other:

Real-time data sharing: Metasearch engines provide revenue managers with real-time data on market trends, competitor pricing, and user preferences. This information is invaluable for making pricing decisions.

Optimized presence: Revenue management ensures that luxury hotels are competitively priced, while Metasearch engines ensure that these competitive rates are prominently displayed to potential guests.

Direct booking incentives: Revenue managers can create special offers and promotions that are exclusive to direct bookings, enticing travelers to book directly through the hotel's website.

Targeted marketing: With the insights from metasearch data, luxury hotels can tailor their marketing efforts to specific demographics, improving the efficiency of their ad spend.

Success stories in luxury hospitality

Many luxury hotels and resorts have successfully harnessed this symbiotic relationship. By integrating revenue management strategies with metasearch optimization, they've seen increased direct bookings, improved profitability, and enhanced guest experiences.

In conclusion, for luxury hotels and resorts, the marriage between revenue management and Metasearch is a symbiotic relationship that drives growth and profitability. By leveraging real-time data, optimizing pricing, and strategically promoting direct bookings, luxury properties can thrive in today's competitive landscape.

As a digital marketing agency, we understand the power of this synergy and are committed to helping luxury hotels and resorts unlock their full potential in the digital age. Contact us to explore how we can tailor a custom solution for your property and maximize your revenue through this symbiotic relationship.

Need help taking your hotel’s metasearch marketing to the next level? Schedule your Metadesk demo today.

The Importance of First-Party Data In Metasearch

July 29, 2024 by GCommerce Solutions

Staying at the forefront of digital marketing changes requires harnessing state-of-the-art strategies. One such strategy gaining significant traction is the incorporation of first-party data. In this blog, we'll explain the mutually beneficial connection between first-party data and metasearch marketing, uncovering how this blend of data can enhance the impact of marketing initiatives for hotels and resorts.

Understanding first-party data

First-party data is information collected directly from your audience or customers. It includes data sourced from interactions on your website, booking platforms, loyalty programs, and other touchpoints. For hotels and resorts, harnessing first-party data provides invaluable insights into guest preferences, behaviors, and patterns.

The role of first-party data in metasearch marketing

Personalized targeting:

First-party data enables hotel marketers to create highly targeted and personalized metasearch marketing campaigns. By understanding the preferences and past behaviors of potential guests, hotels can tailor their metasearch advertising to resonate with specific demographics, increasing the likelihood of capturing the attention of the right audience.

Optimizing bids and budgets:

Armed with first-party data, hotel marketers can optimize bidding strategies on metasearch platforms more effectively. This data allows for a nuanced approach to budget allocation, ensuring that resources are allocated to channels and demographics that are more likely to yield positive results. This level of precision is crucial in the competitive landscape of online travel marketing.

Enhanced user experience:

First-party data helps create a seamless and personalized user experience on metasearch platforms. By understanding user preferences, hotel marketers can craft compelling ad copies, showcase relevant offers, and enhance the overall journey for potential guests. This personalized touch not only attracts attention but also fosters a connection with the brand.

Building customer loyalty:

The insights gained by using first-party data in your marketing extend beyond individual campaigns; they contribute to building long-term customer relationships. By consistently delivering personalized experiences through metasearch advertising based on previous interactions, hotels, and resorts can foster loyalty, encouraging repeat bookings and positive word-of-mouth.

Integration with other marketing channels:

The synergy between first-party data and metasearch is further amplified when integrated with other marketing channels. Seamless collaboration with SEO, display advertising, and social media management allows for a holistic approach, ensuring a consistent and compelling brand presence across various touchpoints.

The role of first-party data in metasearch marketing cannot be overstated. For hotels and resorts aiming to stay ahead of the competition, harnessing the power of first-party data is not just a strategy; it's a necessity.

By partnering with Metadesk, a metasearch management tool that understands the intricacies of both metasearch and first-party data, businesses can unlock new dimensions of personalized marketing, driving engagement, bookings, and long-term success in the competitive travel industry. Reach out today to get a quote and take control of your metasearch channels.

How to Adjust Your Metasearch Bids for Maximum Direct Bookings

May 14, 2024 by Alex Horrocks

Metasearch serves as a powerful tool for hotels, wielding considerable influence within the online travel sphere. Established giants like Expedia, TripAdvisor, and Booking.com have long leveraged this platform to funnel bookings towards hotels. However, while these bookings once seemed advantageous, they often come at the expense of reduced profitability for hotels, which prompts a strategic pivot towards maximizing direct hotel bookings over OTA channels.

Beyond financial considerations, there are two additional compelling reasons for prioritizing direct bookings. Establishing a direct relationship with the guest proves invaluable for pre/post-stay communications, loyalty programs, and other personalized services. Secondly, the acquisition of first-party data through direct bookings enables hotels to enhance their email marketing efforts, refine guest profiling, craft tailored messaging, and optimize their advertising strategy.

Now, how can metasearch help you achieve this shift? Once you've taken the plunge into metasearch, it's time to equip yourself with the tools that can amplify your direct bookings. In the upcoming sections, we'll delve into the specifics of metasearch bids and their role in elevating your hotel's online presence.

What exactly are metasearch bids?

“Metasearch Bids” is short for “ Metasearch Bid Modifiers”. Hotel Metasearch Bid Modifiers allow us to adjust our default bid by a percentage at various levels. Based on your goals, they enable us to increase or decrease what we are willing to bid on each click or transaction. This allows us to target your hotel’s specific revenue production needs, acquire more valuable traffic, and reduce focus on segments that are not effective in driving bookings or revenue production.

What type of metasearch bid modifiers are there?

Most metasearch channels offer bid modifier capabilities, allowing advertisers to fine-tune their strategies based on performance data. Here, we'll explore some common bid modifiers, what they entail, and how to approach them effectively.

Bid strategies - A metasearch bid strategy involves carefully determining and adjusting bid amounts to optimize the visibility and performance of hotel listings on metasearch platforms, aiming to attract more direct hotel bookings while maximizing return on investment. Two of the most common bid strategies used are first position share & visible position share. Let’s dive into what these both are and how they can help your hotel:
- Visible position share: This is the percentage of time a hotel’s listing is displayed within the visible area of search results. Most hotels typically use this strategy as a starting point when they’re new to metasearch. This strategy is more focused on the return of your metasearch marketing efforts.
- First position share: This refers to the percentage of time a hotel’s listing appears at the top position (or the first result). When using metasearch, you might not typically start here, depending on your budget or performance to begin with. However, over time, you might realize that after using visible position share with a good return, you might want to test getting more visibility, knowing confidently you’ll get more bookings but at a higher scale and possibly a lower return.

Check-in date - A bid-modifying tool that allows you to increase or decrease bids for specific dates while looking ahead of time. You might have slower or higher peak times throughout the season of your hotel. This tool will let you adjust those dates to help you be more efficient and focus on direct bookings when they happen most often or when they need to happen.

Day of the week - This refers to the days of the week your guests are booking. Overtime, you can analyze this data and decide which days are worth investing more marketing dollars into and vice versa. Hotel need periods vary for different properties but it is common to see hotels needing to fill midweek or weekend periods. Increasing visibility for searches for these types of stays can help increase direct bookings.

Days to arrival - Making adjustments to this tool is unique because it gives you the flexibility of targeting guests that intend to book your hotel the same day or days in advance. You might discover that your guests are more prone to book a week or two from their actual check in date. This tool will allow you to make adjustments accordingly to invest more into those days of arrival and therefore yield more direct bookings during those days. This example below shows that guests look at booking mostly 15 or more days out in advance. In this scenario, you can push more of your metasearch bids towards these length of stays.

Length of stay - This is the amount of time your guests stay at your hotel. Rather than focusing on all length of stays to get direct bookings, why not push more budget into the select amount of days your guests typically book? Or when occupancy is healthy but not 100% you can use this tool to help enforce minimum length of stays. In other words, you can focus on longer length of stays instead of one or two nights to help fill in those gaps.

Guests - What kind of audience does your hotel like to cater to? Are you a romantic getaway? If so, focus on getting more bookings for two guests. If your hotel is in a location that draws in families, invest more money into getting direct bookings for guests of 5 or more.

Device type - Your guests might prefer to book on one device over another. Typically for hotels, guests tend to book on Desktop devices. When using metasearch, you should follow the data to determine which devices your guests are booking the most. From there you would adjust accordingly to push your metasearch bids towards one device and vice versa.

Audience - Not just within metasearch but with any channel of your online presence, you should know your audience in and out. Doing this will make your metasearch efforts more efficient by getting direct bookings from an audience that is more likely to book. Examine the guests of your audience. Why would they book your hotel? What things does your audience like doing in their spare time? What’s their personality? The more you know about your typical guests, the more you can shift your metasearch towards those more likely to book directly with your hotel.

How does adjusting metasearch bids help me get more direct hotel bookings?

Earlier we talked about established giants in the metasearch game (i.e. Expedia, Trip Advisor, etc.) and that they’ve leveraged metasearch for years. Approaching metasearch with the expectation of stretching your budget across every aspect of your bid modifiers may not yield the desired results in terms of driving direct bookings. It’s like taking a mom-and-pop shop and trying to compete with Amazon – while admirable, it’s better to focus on areas where your competition might be overlooking. By strategically adjusting your metasearch bids, you can capitalize on these opportunities and maximize direct bookings.