wihp: meta search advertising

META SEARCH ADVERTISING

WIHP Academy • Paris • 2014

#WIHPACADEMY

EVOLUTION

WIHPHOTELS.COM

Wholesaler

Tour Operators

Travel Agents

Guests

Hotel

META-SEARCH AND DIRECT BOOKINGS

OTAs

Guests

Hotel

Meta-search

Guests

Hotel

#WIHPACADEMY

Money Is Pouring in

WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

$1.8 M

$ 564 M

$800 M

$167 M

#WIHPACADEMY

TRENDS: Hotels in Paris

WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

#WIHPACADEMY

TRENDS: Meta-search

WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

#WIHPACADEMY

TRENDS: Leisure Traveller

WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

36% of leisure travellers use meta search for travel

shopping Source: PhoCusWright

#WIHPACADEMY WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

29.71% of Booking.com’s traffic comes almost

entirely from meta-search Source: similarweb.com

TRENDS: Online Travel Agencies

#WIHPACADEMY WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

58% of the time there is a rate disparity in meta

search

Source: Room 77 research

TRENDS: Rate Parity and Disparity

#WIHPACADEMY WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

CRS

WIHP

Google HPA

Trivago

Kayak

Booking Engine

TripAdvisor

Skyscanner

Rates and availability

Cache and distribution

Advertising

Conversion

#WIHPACADEMY

The Math of Meta Search

WIHPHOTELS.COM

CPC

Advertising Cost

META-SEARCH AND DIRECT BOOKINGS

variable (bidding/auction)

Fixed % of booking completed

Cost per 1,000 impressions

CPA

CPM

#WIHPACADEMY WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

What’s Next?

1. Branded BookingTravelers won’t navigate away from the meta search site to complete a hotel booking. Google Wallet is a great example

2. Mobile89% of travel activities starts on one device and end on an other. 25% starts from mobile”

3. Personalized SearchBetter and more personalized filters, improve the booking conversion.

4. Simpler User Interface Vs. ComprehensivenessNo pop-under, one single grid and opening the program to more and more partecipants.

#WIHPACADEMY WIHPHOTELS.COM

META-SEARCH AND DIRECT BOOKINGS

Take-away & Strategies

1. CPC or CPA?Choose your meta search partners carefully and be able to optimize your campaigns. Choose CPC only if you can bid!

2. Live Prices and CacheDon’t settle for a booking engine or any middleman if they don’t ensure fast and accurate responses.

3. Avoid pop-undersAvoid meta search using pop-under. It might be cheaper for you but it is a big bummer for your guests.

4. Offer the best RateLast but not least, offer the best rate on desktop and mobile. Ensure availabilities on your site. Remember, Parity rate will be soon obsolete with meta search.

13 Novembre 2014 . 9h30

Simple & Effective Revenue Management

NEXT SEMINAR WIHP ACADEMY PARIS