webinar 1 what is meta
TRANSCRIPT
MetasearchWhat It Is
What It DoesWhy It Matters
Previews
Upcoming Metasearch Webinars
1. What it is, What it Does, Why it Matters2. Pros and Cons of Assisted Booking3. Budgeting for Metasearch4. The Roles of Rate Parity – Seen and Unseen
Previews
Upcoming Metasearch Webinars
1. What it is, What it Does, Why it Matters• Overview of major metasearch channels• Pros & Cons of metasearch• KPI’s to consider
What is MetaSearch and Why Do I Care?
Google – Local Universal
Branded Search Term
PPC Ads
Organic SEO
Google Hotel Ad
Google Maps
Local Universal 3-Pack
Expanded Maps
Google Maps
Google Maps - Point Of Sale (POS)
TripAdvisor
Reviews, ratings, popularity rankings, business listings, and more…..
Do not forget the POS buttons!
TripAdvisor
TripAdvisor uses several presentation scenarios, including the “Single Chevron” view as shown here.
Some Pros & Cons……
Kayak
Kayak presents a large number of booking options which can benefit consumers, but lower CTR
Trivago
Trivago likes to feature hotel website booking links
Wego
Wego is a key channel for APAC travellers.
And Many More…..
YoY Comparison (Big Data!)
CPC ROAS Conversion
$3.58 9.20 8.25%
CPC ROAS Conversion
$2.99 8.50 6.87%
Jan-June 2015 Jan-June 2016
Pros and Cons of Metasearch
Perspective - Best and Worst Candidates for Meta
$3/click @ 10% conversion = 10 clicks per booking (x $3 cpc) = $30 $30/nt ADR x 1nt stay = 100% Cost of Sale (COS)$500/nt ADR x 2nt stay ($1,000) = 3% COS
Why It Works Well
More qualified leads who are already aware of rates and availability
Desktop driven but mobile mentality
Campaign stacking shows meta is often a search point, but not the final step – what gets in the way?
Why It May Not Work Well
Higher ADR = less spontaneity & longer sales cycle
Rate parity becomes transparent to consumer
Efficient booking process (or lack thereof)
Beauty is in the Eye of the Beholder!
What’s Your Motivation?
More Than BookingsWhy else is metasearch important?
1. Branding
2. Volume
3. Owning the guest
4. If you don’t, somebody else will
I'm an Independent hotel – Can I Play Too?
YES!!!Advantage – More Flexibility inRate Strategies
Challenge – ARI feed, Budgets, And Resources to Manage Campaigns
Q&A
Dean Schmit, Sales Operations [email protected]
Coming Soon
Upcoming Webinars
#2. The Pros and Cons of Assisted Bookings#3. Budgeting for Metasearch#4. Rate Parity’s Impact on Metasearch