Leveraging Loyalty Programs in Metasearch Campaigns
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, and continually refining your strategies, 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.