What is a Hotel Metasearch Engine?

Hotel metasearch engines are like travel search engines for hotels. They gather prices and availability from different sources—like your hotel’s website and OTAs—and display them side by side, making it easier for travelers to compare and book.

Unlike OTAs, metasearch engines don’t handle the booking process. Instead, they send travelers directly to your booking engine or website, giving you more control and saving you on those hefty OTA commission fees. Metasearch platforms also offer flexible pricing models to suit your budget and goals:

• Cost Per Click (CPC): You pay for each click on your listing. Great for visibility but can get pricey with curious clickers.
• Cost Per Impression (CPI): Pay based on how many people see your ad—ideal for boosting brand awareness.
• Cost Per Action (CPA): Pay only when a booking happens. Perfect for maximizing ROI.
• Pay-per-stay (PPS): You pay a percentage after a guest completes their stay—a low-risk, results-driven option.

Choosing the right model depends on your goals—whether it’s driving bookings, increasing visibility, or promoting your brand. Metasearch engines are a flexible, cost-effective way to attract more direct bookings while staying in control.

Hotel Metasearch 101: A Practical Guide for Hoteliers

If you’re a hotelier looking to boost your direct bookings, you’ve probably heard of metasearch engines—but do you know how they can work for you? Simply put, metasearch engines help your hotel get noticed by travelers who are ready to book.

These platforms pull information from various booking sites and display it in one place, making it easier for guests to compare rates and find your property.

Setting up is easier than you might think, and once you’re listed, these engines can increase your visibility and reduce your reliance on online travel agencies (OTAs). Whether you’re new to the concept or looking to optimize your online presence, this guide will show you how to make the most of metasearch engines to grow your bookings and revenue.

How Do Hotel Metasearch Engines Work?

Hotel metasearch engines simplify how travelers find and book your property. Here’s what happens:

1. Travelers Search: Guests enter their travel dates and destinations into a metasearch platform like Google Hotel Ads, Trivago, or TripAdvisor.
2. Your hotel appears: The platform pulls live pricing and availability from your booking engine, OTAs, and other channels, displaying your property alongside competitors.
3. Comparison drives decisions: Travelers compare your rates, reviews, and offerings, making it crucial that your listing stands out.
4. Bookings go direct: If they click your listing, they’re taken directly to your booking engine, bypassing OTAs and their commission fees.

For hoteliers, the value is clear: metasearch engines help you compete for bookings without relying entirely on OTAs. By being present on these platforms, you can attract more high-intent travelers, increase direct bookings, and reduce distribution costs—all while keeping full control of the guest relationship.

Choosing the right metasearch platform and optimizing your listing ensures that your hotel is front and center when potential guests are ready to book.

Why Do Hoteliers Need Metasearch Engines?

1. Increased visibility: Metasearch engines put your hotel in front of travelers at the perfect time—when they’re ready to book.
2. More direct bookings: By linking directly to your booking engine, you can bypass OTA commissions and own the guest relationship.
3. Better ROI: With cost-per-click (CPC) or cost-per-acquisition (CPA) pricing models, you only pay for results, making it a cost-effective marketing channel.

4 Different Types of Hotel Metasearch Engines

Hotel metasearch engines are an essential part of developing your hotel distribution strategy. The right peppering of channels can help get your hotel in front of the right people. Using a hotel metasearch engine, you’re reaching more travelers and ensuring direct bookings – what’s not to love? 

We will review some exciting travel engine statistics to help you understand metasearch’s reach. We’ll also cover the different cost models that apply to each channel. Welcome to your metasearch engine mini guide!

Metasearch engines overview

• Google Hotel Ads
• TripAdvisor
• Trivago
• Skyscanner

Google Hotel Ads

Google Hotel Ads, or GHA, is a helpful online distribution tool from Google. It helps people who want to find the right hotels and make reservations. What’s great about GHA is that it lets your hotel compete directly with big travel websites like Booking.com, Expedia, and Airbnb.

Reach: With 64%-80% of market share, Google’s reach is massive. You can choose between pricing models like CPC, CPA, and PPS to optimize your budget. GHA also integrates seamlessly with RoomRaccoon, making it easy to manage your distribution strategy.

The real win? Lower commissions than OTAs, allowing you to keep more revenue and drive direct bookings.

TripAdvisor

TripAdvisor is one of the world’s largest travel platforms, available in 49 markets and 28 languages, with a massive global audience. Serving not just hotels but also restaurants and attractions, TripAdvisor draws in a diverse crowd.

Reach: With 500 million monthly users, TripAdvisor offers incredible exposure. Whether you’re using CPC, CPA, or PPS pricing models, the platform offers flexibility to meet your hotel’s needs. RoomRaccoon integrates with TripAdvisor for a quick and easy connection.

Trivago 

Trivago specializes in aggregating hotel prices from over 190 countries, making it a go-to site for travelers who want to compare prices in one place. Their focus on hotels means your property is front and center to guests looking to book.

Reach: With 120 million monthly users, Trivago gives your hotel a huge potential audience. Choose between CPC or CPA pricing models to best suit your budget.

You can connect our hotel reservation software to Trivago through an API or connectivity partner. 

Skyscanner

Skyscanner is a one-stop shop for travelers, covering flights, hotels, and car rentals. Though primarily focused on flights, Skyscanner’s comprehensive platform makes it a valuable tool for attracting travelers looking to book their entire trip in one place.

Reach: With 100 million monthly users, Skyscanner offers great exposure to a large pool of active travelers. Connecting your hotel to Skyscanner is easy through RoomRaccoon’s connectivity partners.

Benefits of Hotel Metasearch Engines

Metasearch engines are your ticket to more direct bookings and less reliance on OTAs. They put your hotel in front of millions of travelers actively searching for their next stay. Ready to boost visibility, drive traffic, and increase revenue? Let’s go over some of the benefits of using hotel metasearch engines.

1. Secure more direct bookings (No commission fees!)

Are you looking to increase your direct bookings? Nothing works better than direct booking discounts. Metasearch engines let you cut out the middleman. By offering direct booking discounts, you make it clear that booking with you is the best deal. That means more guests and more profit—without the high commission fees from OTAs.

2. Increase visibility

Platforms like Google Hotel Ads and TripAdvisor give you access to millions of travelers actively searching for their next stay. This massive audience helps you reach potential guests who may not have found you otherwise, expanding your reach far beyond your typical guest pool and increasing the chances of securing a booking.

3. Drive traffic to your website

Every time a traveler clicks on your listing on a metasearch engine, they’re directed straight to your website. This is an opportunity to not only convert them into a guest but also improve your website’s SEO. More traffic means better search rankings, making your hotel easier to find for future guests and driving up your organic bookings.

4. Offer flexible policies

Guests prefer the flexibility that comes with booking directly, like free cancellations or flexible change policies. These benefits create a compelling reason for them to book with you rather than an OTA. Offering these perks on your website can make a huge difference in attracting travelers who prioritize convenience and peace of mind.

5.  Increase revenue with add-ons

Direct bookings allow you to upsell extra services—think room upgrades, breakfast packages, or spa treatments—right at the time of booking. This not only increases your per-guest revenue but also provides a better overall guest experience. With easy-to-use tools like RaccoonUpsell, you can turn simple bookings into more profitable stays.

How to Optimize Your Hotel’s Metasearch Presence

Now that you know the benefits of metasearch engines, it’s time to focus on making sure your hotel stands out. You’ve got the right tools, but how do you make sure you’re getting the most bang for your buck? Here are some actionable tips to help you optimize your metasearch strategy and drive more direct bookings:

1. Keep your pricing competitive

Metasearch engines thrive on price comparisons, so it’s essential to keep your rates competitive while still maximizing your profit margin. Monitor your competitors regularly and adjust your prices as needed to stay appealing to price-sensitive travelers.

2. Use high-quality visuals

Travelers are visual creatures, and compelling images make all the difference. Make sure your metasearch listings include high-quality, engaging photos that showcase your property in the best light. Great images draw travelers in and make them more likely to click through to your website.

3. Highlight your unique selling points (USPs)

When travelers are scrolling through multiple listings, make sure your hotel’s key features stand out. Whether it’s your eco-friendly practices, family-friendly amenities, or stunning views, highlight what makes your property unique. This can help you stand out from the competition and attract your ideal guests.

4. Test different cost models

Don’t be afraid to experiment with different cost models (CPC, CPA, PPS). Test each one to see what works best for your goals and budget. You may find that one model delivers higher ROI than the others, allowing you to fine-tune your spending and improve your results over time.

5. Track performance and adjust

Like any marketing channel, you’ll want to track how your metasearch listings are performing. Pay attention to metrics like click-through rates, conversion rates, and revenue per booking. Analyzing these results can help you refine your strategy and make data-driven adjustments to get the best outcomes.

How to Choose the Right Metasearch Engine for Your Hotel

When it comes to metasearch engines, one size doesn’t fit all. Here’s how to find the best match for your hotel:

• • Know your audience: Know where your guests are looking. If your guests are likely searching on Google, Google Hotel Ads (GHA) should be at the top of your list. For more leisure-focused travelers, TripAdvisor or Trivago might be the way to go.
  • Match costs to your budget: Each metasearch engine has different pricing models, like Cost Per Click (CPC) or Cost Per Action (CPA). Review the costs carefully to ensure the model you choose aligns with your hotel’s financial goals and expected return.
  • Consider integration: Make sure your Property Management System (PMS) and booking engine easily integrate with the metasearch platform. A seamless connection reduces headaches and ensures you’re not wasting time managing multiple platforms.
  • Match Your Hotel’s Goals: Consider what you want to achieve with your metasearch efforts. Whether it’s increased visibility, more direct bookings, or attracting a specific audience, choose a platform that supports your objectives.

What Independent Hotels Need to Know to Succeed with Metasearch

If you’re listed on OTAs, chances are you’re already showing up on metasearch platforms too. But is your listing up to date? Inaccurate or incomplete info could hurt your visibility and guest confidence. Start by claiming and updating your listing on popular metasearch sites like Google Hotel Ads or TripAdvisor.

Choosing the right metasearch partners is crucial. Managing rates and availability across too many channels can lead to mistakes and missed revenue. Focus on a few key platforms to maximize your exposure without the hassle.

The secret to making metasearch work for you? Use the right tools. Here’s what you need:

• A booking engine integrated with your property management system to drive direct bookings.
• A channel manager to keep pricing and inventory in sync.
• A revenue management system to monitor competitors and stay competitive.

With RoomRaccoon, we make managing metasearch easy. Our integrations and tools help you boost visibility, increase direct bookings, and simplify your distribution. 

Ready to get started? Book a demo today and see how we can streamline your metasearch strategy and drive direct bookings to your hotel!