In an industry where visibility drives bookings, understanding the differences between meta search and traditional search is key to optimizing a hotel’s performance. With travelers increasingly using digital tools to plan and book their trips, the question becomes: what’s better for your hotel—meta search engines or traditional search?
What Is Meta Search?
Meta search engines like Google Hotel Ads, Trivago, and Kayak aggregate hotel listings from OTAs (Online Travel Agencies), direct hotel websites, and other booking platforms. They allow travelers to compare prices, room types, and amenities side by side, often redirecting users to a hotel’s website or an OTA for the final booking.
Meta search is growing in popularity because it provides transparency and convenience for travelers while giving hotels an opportunity to showcase their direct booking rates alongside OTA prices. Seekda, a leading provider of digital solutions for hotels, integrates meta search into its suite of tools, enabling hotels to improve their visibility and maximize direct bookings.
Traditional Search: Tried and Tested
Traditional search involves a traveler entering keywords like “hotels in New York” into a search engine like Google or Bing. The search engine returns results based on its algorithm, with a combination of paid ads, organic search results, and map listings.
For hotels, traditional search requires a strong SEO (Search Engine Optimization) strategy or pay-per-click (PPC) advertising to rank highly and capture visibility. While traditional search works well for hotels that have invested in digital marketing, it often leads to guests booking through OTAs rather than directly through the hotel’s website.
Key Differences Between Meta Search and Traditional Search
1. Control Over Pricing and Listings
- Meta Search: Hotels have control over the rates displayed on meta search engines, allowing them to compete directly with OTAs and offer incentives for direct bookings.
- Traditional Search: Listings are often dominated by OTAs, making it more difficult for hotels to control the narrative or pricing.
2. Guest Experience
- Meta Search: Provides a seamless, comparison-driven experience, enabling guests to quickly compare options and choose the best rate, often encouraging them to book directly with the hotel.
- Traditional Search: While it brings visibility, the guest journey often leads to OTAs or aggregators, limiting a hotel’s ability to interact with the guest until after the booking is made.
3. Cost Considerations
- Meta Search: Hotels typically pay on a cost-per-click (CPC) basis or commission for each completed booking, making it a more cost-effective option for direct bookings.
- Traditional Search: PPC campaigns for traditional search can be expensive and require continuous optimization to stay competitive, often driving traffic to OTAs rather than direct bookings.
Benefits of Meta Search for Hotels
Increased Visibility
Meta search engines aggregate multiple booking platforms into one search result, providing hotels with broader exposure. This expanded reach helps attract travelers who are ready to book, increasing the likelihood of a direct booking.
Direct Booking Opportunities
Meta search gives hotels a chance to compete directly with OTAs, presenting their best rates and perks (like free upgrades or exclusive discounts) to encourage direct bookings. By avoiding OTA commissions, hotels can improve their profit margins.
Data-Driven Insights
Meta search platforms provide valuable data on guest behavior, including search queries, click-through rates, and conversion rates. With Seekda’s integration, hotels can leverage this data to adjust pricing strategies, improve offers, and target key customer segments.
Traditional Search: A Complementary Strategy
While meta search offers significant benefits, traditional search still plays an important role in a hotel’s digital marketing strategy. By optimizing for traditional search engines, hotels can improve their organic visibility, attract new guests, and build brand recognition.
For hotels with robust SEO strategies or successful PPC campaigns, traditional search can drive traffic to the hotel’s website and create opportunities for direct bookings. However, because OTAs often dominate traditional search results, hotels should use this strategy in conjunction with meta search to ensure they capture bookings across all channels.
What’s Best for Your Hotel?
The best approach depends on your hotel’s goals and budget. Meta search is ideal for hotels looking to boost direct bookings and compete with OTAs, offering greater control over pricing and guest interactions. For hotels with established digital marketing strategies, traditional search remains a powerful tool for increasing visibility and building brand awareness.
By combining both strategies, hotels can maximize their reach and increase bookings across multiple channels. With Seekda, hotels can seamlessly integrate meta search with their existing booking engine, providing a holistic approach to capturing more reservations, whether through direct search results or aggregated listings on meta platforms.
Conclusion: Meta Search vs. Traditional Search—A Strategic Balance
Both meta search and traditional search have their place in a comprehensive hotel marketing strategy. Meta search excels in transparency, offering competitive pricing and direct booking opportunities. Traditional search, on the other hand, helps build brand awareness and capture a broader audience. By leveraging the strengths of both approaches, hotels can stay competitive in an evolving digital landscape.
About Seekda
Seekda is a trusted provider of innovative digital solutions for the hospitality industry. With a focus on enhancing guest experiences and driving revenue, Seekda’s offerings include a cutting-edge booking engine, channel manager, and meta search integration. These tools empower hotels to maximize their visibility and increase direct bookings, all while optimizing their operations and guest satisfaction.
