The hospitality data platform: What it means and why hotels should care

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November 18, 2025 by

The hospitality data platform: What it means and why hotels should care

Every hotel marketer knows the challenge. There’s more data than ever, but it lives everywhere and connects nowhere. Media reports sit in one dashboard. Booking data is stored in another. Benchmarks arrive by email. Guest behavior is buried in CRMs. The result is a fragmented view that makes decision-making harder than it should be.

The hospitality data platform changes that. It is more than a reporting tool. It is an intelligent infrastructure built to unify the information that drives performance—media, bookings, operations, and market insights—into a single, connected ecosystem.

This is the difference between visibility and intelligence.

When data is fragmented, opportunities slip through the cracks. Without unified insights, a property might overspend on paid search while missing retargeting opportunities. Multi-property groups can struggle to see where one hotel is outperforming another. And without accurate channel attribution, bookings may be credited to OTAs that could have been direct.

A hospitality data platform eliminates that disconnect. It gives hoteliers a complete, actionable view of performance across every level of their business.

What a hospitality data platform enables

See the whole picture
Access every layer of performance, from individual campaigns to portfolio-wide insights, in one centralized view.

Benchmark with confidence
Compare performance against market peers, property types, and channels using real-time hospitality benchmarks.

Respond faster
Spot shifts in demand early, adjust campaigns automatically, and align spend with the channels that drive profitable bookings.

Forecast smarter
Use predictive intelligence to anticipate demand instead of reacting to it after the fact.

More than connection—activation

A hospitality data platform does not replace your agency, booking engine, or CRM. It amplifies them. It brings each system into a connected framework where data powers every decision.

When media, revenue, and guest data work together, the conversation shifts from “what happened last month” to “what will happen next—and how can we act on it?”

This is what turns information into intelligence and strategy into growth.

Why it matters now

Competition from OTAs is rising. Media costs continue to climb. Guest expectations are evolving. Hoteliers who rely on disconnected systems will fall behind, while those who invest in unified data will lead.

A true hospitality data platform allows hotels and resorts to move from fragmented reporting to proactive performance management. It empowers teams to make faster, smarter decisions—and to increase direct bookings with clarity and control.

The future of hospitality intelligence

The hospitality industry doesn’t need more tools. It needs better connections between them. That’s what the hospitality data platform delivers: one source of truth, purpose-built for hotels, management companies, and partners who want to understand not just what happened, but what to do next.

It is the foundation for how hospitality marketing, media, and data will work together in the years ahead. And it is how GCommerce is helping hotels turn data into growth.

Ready to unify your marketing data and uncover the insights driving your next direct booking? Connect with GCommerce to learn how our Hospitality Data Platform brings intelligence, transparency, and performance together for hotels and resorts. Get in touch today.

FAQs: Everything hoteliers need to know about hotel metasearch

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November 18, 2025 by

Hotel metasearch platforms are an essential tool for hoteliers looking to increase visibility, drive direct bookings, and enhance their digital marketing strategies. To help you navigate this dynamic space, we’ve compiled answers to some of the most frequently asked questions about metasearch and how it can benefit your property.

What is hotel metasearch, and how does it work?

Hotel metasearch platforms aggregate listings from multiple sources, such as online travel agencies (OTAs) and hotel websites, allowing users to compare prices, amenities, and availability in one place. Popular platforms like Google Hotel Ads, Tripadvisor, and Trivago streamline the booking process by directing travelers to the source where they can finalize their reservations.

For hoteliers, participating in metasearch means your property appears alongside competitors, giving you a fair shot at capturing the attention of travelers during their search process.

Why is hotel metasearch important for hoteliers?

Metasearch platforms act as the final step in a traveler’s booking journey, often influencing their decision to book. Key benefits for hoteliers include:

  • Increased visibility: Your property is featured in a highly competitive marketplace.
  • Direct bookings: Hotel metasearch allows you to drive traffic directly to your website, reducing reliance on OTAs and their commission fees.
  • Data insights: These platforms provide actionable insights on traveler behavior, enabling you to refine your pricing and marketing strategies.

How does hotel metasearch differ from OTAs?

While OTAs host bookings directly on their platforms, metasearch platforms act as a referral system, redirecting users to complete bookings on your website or an OTA. Metasearch platforms typically charge on a cost-per-click (CPC) or commission basis, whereas OTAs charge a flat commission for every booking.

What pricing models are available on metasearch platforms?

Hotel metasearch platforms generally offer two main pricing models:

  1. Cost-Per-Click (CPC): You pay for each click your listing receives, regardless of whether it converts into a booking.
  2. Pay-Per-Booking (PPB): You pay a commission only when a booking is completed.

The right model for your property depends on your marketing budget and risk tolerance. CPC is ideal for those with well-optimized websites, while PPB minimizes upfront costs.

Learn more about different hotel metasearch pricing models here.

How can hoteliers optimize their hotel metasearch campaigns?

To succeed on hotel metasearch platforms, hoteliers should:

  • Ensure accurate data: Keep room rates, availability, and descriptions up to date.
  • Bid strategically: Adjust your bids based on high-demand periods and market competition.
  • Leverage reviews and ratings: Positive feedback influences both rankings and traveler decisions.
  • Use dynamic pricing: AI-driven tools can help adjust rates in real-time for maximum profitability.

What role do reviews and ratings play in hotel metasearch?

Reviews and ratings significantly impact a property’s visibility and appeal on hotel metasearch platforms. Search engines and travelers alike rely on these metrics to evaluate the quality of a property.

  • For travelers: Reviews provide insights into past guest experiences, influencing booking decisions.
  • For rankings: Platforms like Google prioritize properties with recent, positive reviews in their algorithms.

Responding to reviews—both positive and negative—demonstrates your commitment to guest satisfaction and helps build trust.

How does participating in hotel metasearch impact a hotel’s bottom line?

Hotel metasearch can drive more direct bookings, reducing dependency on OTAs and their commission fees. While there are costs associated with CPC or PPB models, a well-managed metasearch campaign often delivers a strong return on investment (ROI) by targeting travelers who are ready to book.

What tools or platforms should hoteliers use to manage hotel metasearch?

Many hoteliers leverage channel managers or connectivity partners to manage their hotel metasearch campaigns. These tools integrate with your property management system (PMS) to automate data updates and streamline bidding strategies.

Popular options include:

  • Google Hotel Center: Manage Google Hotel Ads campaigns.
  • Tripadvisor’s sponsored placements: Boost visibility within TripAdvisor search results.
  • Third-party tools: Platforms like Sojern or Koddi can help optimize metasearch campaigns across multiple channels.

What are common challenges hoteliers face with hotel metasearch?

  1. Budget management: Allocating sufficient funds while ensuring a healthy ROI can be tricky.
  2. Data accuracy: Outdated or inconsistent data can lead to lost bookings.
  3. Competitive landscape: Standing out among numerous competitors requires strategic bidding and compelling offers.

Hotel metasearch is a powerful tool for hoteliers looking to boost visibility, drive direct bookings, and enhance their marketing strategies. By understanding the fundamentals and leveraging best practices, you can maximize the potential of metasearch to achieve long-term success.

Ready to take your hotel metasearch strategy to the next level? Contact our team of experts for tailored solutions.

Subject to success: How to write email subject lines that get clicked

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November 12, 2025 by

Your email subject line is the first impression you make in a crowded inbox. It’s the make-or-break factor that determines whether someone opens your message or keeps scrolling. That’s why it’s so important to optimize your subject line to ensure users engage with your content instead of leaving your email to drown in a swarming inbox.

Keep reading to learn about best practices, strategies, and examples to help you write subject lines that actually get clicks. 

Create urgency

Urgency compels users to take immediate action. Using time-sensitive language like “urgent,” “breaking,” “important,” or “alert” to express a sense of urgency and encourage clicks. 

Clearly communicate start and end dates for special promotions or sales to improve click rates, and consider sending a countdown series to remind subscribers as deadlines approach. However, you’ll want to avoid overwhelming their inbox, as this can come off as spammy and may prompt users to unsubscribe from your email communications. 

Example: Ending soon | Favorites up to 70% off - This pairs urgency with a clear offer. 

Spark curiosity

Curiosity can be a powerful motivator, especially when it intrigues the recipient enough to click. This tactic allows you to tease the content without giving everything away. However, avoid misleading copy. Always deliver on the promise in your email. 

Example: Is this the perfect weekend getaway? - This leaves the reader wanting to find out more. 

Highlight offers

People love a good deal. And, they love “free” even more. Mention discounts, freebies, or exclusive perks in your subject line to catch the user’s attention and encourage a click. Numbers are eye-catching and specific, so use them when possible.

Example: Exclusive: 20% off your spring escape - This is highlights the offer in the subject line.

Personalize your messaging

No two customers are alike. Adding personalization increases relevance and builds a stronger connection. Use the recipient's name, past purchase behavior, or location when appropriate. Keep the tone conversational to make it feel like a one-on-one message and further that customer-brand relationship. 

Example: Steve, your favorite ocean-view suite is waiting - This offers personalization of name and past purchase behavior.

Make it timely & relevant

Leverage trending topics, seasonal themes, or timely events to make your subject lines more compelling. Tie your content to what’s top-of-mind for your audience right now. 

Example: Escape to the Baja’s brilliant shores - This email subject line in January feels more tempting and makes the user envision a warm getaway during the winter months. 

Keep it concise (but flexible)

Shorter subject lines tend to perform better because people tend to skim their inboxes. Aim for 40-50 characters when possible. If a longer subject line is needed for clarity, prioritize relevance and readability. 

Example: Your seaside escape awaits – Book direct- This is short and gets to the point.  

Use a recognizable sender name

“From” field can be just as important as the subject line. Use your brand name or a real person’s name to keep things from appearing as spam. Avoid “no-reply” addresses, as this can feel impersonal and uninviting. 

Example: noreply@gcommercesolutions.com

Match subject line to content

Trust is key, especially with the influx of emails the average person receives every day. Make sure your email delivers exactly what the subject line promises. Misleading readers can cause unsubscribes or spam complaints. 

Start with action-oriented verbs

Subject lines double as mini call-to-actions, so lead with verbs that inspire clicks. 

Example: Dine in at Versante - This is clear and action-focused. 

Play into exclusivity & FOMO

Make recipients feel special or like they’re getting access to something others aren’t. Use phrases like “exclusive,” “members only,” or “invite-only.” Lean into urgency by pairing exclusivity with a deadline. 

Example: Your final reminder: Members-only Get 20% off - This combines urgency with a sense of importance. 

Pose a question

A compelling question can draw readers in, but be careful with punctuation. Avoid using both a question mark and an exclamation point in the same subject line, because spam filters may flag it. 

Example: Have you booked your summer getaway yet? - This poses a question to grab the user's attention.

Avoid spam triggers

Some formatting choices can land you in the dreaded spam folder. Don’t use all caps, try to limit exclamation points, and keep language natural to keep from raising any spam flags. 

Example: 20% OFF POOL SIDE ROOMS - This uses all caps, which is a trigger for spam filters.

Use engaging preview text

Preview text, the text that follows your subject line and gives more flexibility with character limit, is your second chance to grab attention. Use it to expand on the subject line and hint at what’s inside. By piquing interest even further, you’re more likely to encourage a click. 

Test & optimize with A/B testing

Small tweaks can have big results. Test different variations like short vs. long subject lines or numbers vs. no numbers. This is also an opportunity to test emojis vs. no emojis or compare questions vs. statements to really narrow down what resonates with your audience. 

However, keep in mind that when A/B testing, you’ll want to test one thing at a time. That way, there is no confusion about what exactly worked for you. 

Retarget non-openers

Most people get so many emails that they skim through and end up missing things. Don’t give up after one send. Retarget those who didn’t open the first time with a fresh subject line. Something playful and attention-grabbing encourages a higher open rate and drops a fresh email at the top of their inbox. 

Example: Opps, looks like you missed this great offer!  - This is a playful way to present an offer again.

Identify the purpose

Why is this email being sent? What is the goal of this email? Whether it’s to offer a great promotion or inform about an upcoming event, let that guide your subject line’s focus.

Determine the call-to-action

What do you want readers to do after opening? A clear call-to-action boosts engagement and gives obvious instructions as to what the user should do next. A call-to-action can be something like “book now,” “learn more,” “see our rooms,” or “start planning.”

By following these best practices and consistently testing, you can refine your subject lines into powerful tools that boost open rates, click-throughs, and revenue.

Need a little boost in your email subject lines? GCommerce’s marketing team is ready to take your email strategy to the next level. Connect with us today to see how we can help shape your strategy! 

Strength in numbers: How hotels win by combining media, data, and technology

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November 4, 2025 by

Hospitality has always been about connection, between people and places, between guests and experiences. Today, it is also about connection in another sense, the link between media, data, and technology. These elements define visibility, profitability, and long-term loyalty.

The challenge is that they often exist in isolation. Media campaigns generate one set of results. Data teams analyze another. Technology platforms automate processes without context. The outcome is a fragmented view of performance that makes it hard to see what truly drives growth.

The hotels that lead have one thing in common: they bring these forces together. True performance does not come from media, data, or technology alone, but from the intelligence created when all three work in harmony.

The power of integration

Media creates demand
Advertising drives awareness and bookings, but without transparent data, it is impossible to know which channels deliver the strongest return.

Data provides intelligence
Metrics and benchmarks reveal performance patterns, but without technology to automate and activate insights, they arrive too late to be useful.

Technology creates connection
Automation accelerates execution, but without human-led media strategy and storytelling, the numbers do not translate into meaningful guest experiences.

When media, data, and technology work together, hospitality marketing becomes smarter, faster, and more impactful.

The results of unity

Efficiency
Media spend goes further when guided by predictive intelligence and unified reporting.

Clarity
Connected data replaces guesswork with foresight, turning insights into action.

Confidence
Automation simplifies workflows, giving teams time to focus on creativity, strategy, and guest connection.

This is the promise of modern hospitality marketing, performance powered by integration. It is not about having the biggest budget or showing up on every channel. It is about building one connected ecosystem that transforms complexity into clarity.

Why it matters now

The hospitality industry is changing quickly. OTA spending is growing. Guest discovery is moving toward AI-driven search and recommendation engines. And brand loyalty is harder to earn.

Hotels and resorts that unite their media, data, and technology will have a clear advantage. They will understand where every booking originates, where spend creates value, and how to anticipate guest intent before competitors do.

This approach is not a luxury, it is the foundation of long-term success in the digital hospitality economy.

The human element behind the numbers

Hospitality will always be about people. Technology amplifies that connection by giving marketers the tools and intelligence to meet guests where they are. When data informs strategy and technology enables execution, hoteliers can deliver experiences that are both personal and profitable.

Just as guests look for confidence in numbers, ratings, reviews, and rewards, hotels can find strength in their own performance data. When media, data, and technology work together, hospitality marketing becomes more than a process. It becomes a partnership powered by intelligence.

There is strength in numbers. And in hospitality, those numbers tell a story of connection, performance, and growth.Ready to connect your media, data, and technology into one intelligent system? Partner with GCommerce to build a performance-driven strategy that increases direct bookings and delivers measurable growth for your property. Contact us today.

How GCommerce is evolving our brand marketing for 2026

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October 31, 2025 by

At GCommerce, we believe that brand visibility is no longer optional, it is essential. At INBOUND 2025, our team was inspired by sessions on brand strategy and brand marketing that underscored a major shift: the way companies are being discovered is changing. Traditional search is giving way to AI-powered answer engines, zero-click searches, and community-driven recommendations. To remain visible, we are investing in new tactics and strategies that strengthen GCommerce’s position as a leading hospitality marketing agency.

It is a truly exciting time to be in digital marketing. The rise of large language models (LLMs) such as ChatGPT and Perplexity has introduced an entirely new type of search experience, one that reduces friction compared to traditional search engines. Google has quickly adapted by introducing AI Overviews and AI Mode to maintain its dominance. These changes reinforce a simple truth: if we want GCommerce to be discovered, we must adapt how we market ourselves.

Here are the actions GCommerce is taking to improve our brand marketing in 2025:

1. Designing for answer engine optimization (AEO)

We are building all of our organic and thought leadership content with AEO in mind. That means:

  • Structuring blogs with clear headings, FAQs, and lists that AI engines can easily parse
  • Embedding infographics and images that AI tools favor when summarizing results
  • Publishing “Big 5” content that directly addresses cost, comparisons, reviews, problems, and best-of lists so our voice shows up in AI-driven results

2. Expanding our video-first strategy

Video has become central to how brands are discovered, and it is a format LLMs favor when sourcing answers. We are:

  • Repurposing webinars into YouTube content with full transcripts for SEO and AEO
  • Producing short-form Reels, TikToks, and LinkedIn videos that highlight insights from our team
  • Creating educational video series that establish GCommerce as a go-to resource for hospitality marketing expertise

3. Growing our presence in online communities

We know AI engines pull heavily from platforms like Reddit and YouTube, so we are showing up where conversations are happening:

  • Building a consistent presence on Reddit in hospitality and marketing sub-communities
  • Sharing infographics and thought leadership content in spaces where hoteliers and marketers seek advice
  • Engaging with comments and discussions to reinforce our role as a trusted resource

4. Showcasing transparency and trust signals

Brand visibility is not only about being seen, it is about being trusted. To strengthen our digital footprint, we are:

  • Publishing transparent pricing pages for products like Metadesk so potential partners find direct answers online
  • Presenting authentic case studies and testimonials that highlight outcomes in a clear, relatable way
  • Auditing our digital properties to ensure NAP (name, address, phone) consistency and other AI trust signals

5. Investing in research and thought leadership on AI search

We are not just talking about AI; we are studying it deeply. Our team has tested ChatGPT Search from beta through launch and is analyzing how Google’s AI Mode impacts visibility. We are producing webinars, guides, and blogs that share our findings so GCommerce is consistently part of the broader industry conversation.

6. Repurposing content across every channel

Each blog, case study, or webinar is designed to live across multiple channels. That means:

  • Turning long-form research into short-form LinkedIn carousels
  • Pulling video clips for TikTok and Instagram
  • Using newsletter inserts to extend the reach of key insights
  • Designing infographics that can stand alone on social platforms and also improve blog performance in AI results

7. Building a brand presence aligned with the future of discovery

Everything we publish is built on the understanding that discovery now happens everywhere. From traditional search to AI engines to social platforms, we are ensuring GCommerce content is visible, structured, and optimized for the way modern buyers find solutions.

Why this matters

Our brand marketing is not just about awareness; it is about reinforcing GCommerce’s position as the hospitality marketing agency that helps hotels and resorts increase direct bookings. By applying these tactics to our own brand, we are ensuring our voice, expertise, and solutions are visible in the channels and formats that matter most in 2025.

This year, GCommerce is not just adapting to the future of brand marketing; we are building it.

 

[EBook] Meta-morph your ads: A guide to smarter Facebook advertising for hotels

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October 29, 2025 by

If you’re running Meta (Facebook and Instagram) ad campaigns for your hotel or resort, you know the landscape is constantly changing. From evolving ad formats to the limits of customization, it can be tough to stay ahead. 

That’s why we’ve broken down everything you need to know from our latest Meta Ads training—so you can build stronger, smarter campaigns with confidence.

Download our Ebook now.

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