M A K E M E T A S E A R C H S I T E S A

F O R Y O U R H O T E L

N E T A F F I N I T Y . C O M

MARKETINGCHANNEL

After the release of

we wanted to highlight the most

important steps to making metasearch

sites into a marketing channel for your

hotel.

our most recent article on optimisingyour Metasearch presence,

The 3 Stepsto Make

Metasearch aMarketingChannel

1. Claim your hotel profile on

Metasearch sites

2. Create a direct connection

to Metasearch engines

3. Optimise!

Before we lay out the steps, why areMetasearch sites important?

- They put independent hotels on a level playing field with OTAs, without the marketing might of a big chain

- If set up & optimised correctly, you can drive bookings at a lower cost-per-acquisition than you can through OTAs

Why bother with Metasearchsites?

Ready to learn more aboutthe 3 steps?

Ready to learn more aboutthe 3 steps?

H E R E ' S E V E R Y T H I N G Y O U N E E D :

Claim Your Hotel

Profile on

Metasearch Sites

Your hotel's profile probably

already exists on Metasearch

sites, but you should claim it

to optimise it.

1

H E R E ' S H O W T OO P T I M I S E Y O U R

P R O F I L E :

1. Customise your hotel images, descriptions,features, etc.

2. Make sure to list all your amenities! Guestswill filter their searches based on these.

3. Manage and actively improve your reviewsto keep your listing near the top

Create a direct

connection to

Metasearch

engines

When you have a direct

connection to your online

booking engine, you can offer

your 'own website rates' on

the Metasearch site

2

H E R E ' S H O WT O C R E A T E A D I R E C T

C O N N E C T I O N :

1. Partner with a verified Booking Engineprovider who can offer these connections

(Net Affinity is one such provider)

That's the only step ­ once your booking enginepartner has connected you, focus on

optimisation. This will let you drive more directbookings at a lower CPA than through an OTA.

Optimise!

To bring your hotel to the top

of the listings, you need to

have the basics right.

3

H E R E ' S H O WT O O P T I M I S E Y O U R

P R O F I L E :

1. Stay up to date: Keep your core data (name, number,address, amenities) up to date & accurate on all channels.

This lets guests make easy comparisons.

Listing all your amenities also means you won't be left out ofsearches! For example, if your Trivago profile doesn't

mention your free WiFi, you might be filtered out by guestslooking for that feature.

2. Regular rate parity checks: Research has shown thatconsumers have a slight preference for booking direct with

hotels over OTAs when given the option. However, thebiggest consideration is price. The cheapest price always

wins out. (Ref Koddi)

Your price will also impact your hotel’s positioning on theMetaSearch results. Make sure you’ve got your best

available rates, and ensure those rates are competitivewithin your competitor set.

3. Reviews: In a long­term strategy, your hotel should beactively improving online reviews.

Reviews are also important in Metasearch engines, whichoften pull reviews from a variety of third parties to give

guests an overall impression of the hotel without having totrawl through a myriad of sites.

With a book direct connection to theMetasearch sites, you’ll be able to bring

in traffic that might otherwise never havefound your site, giving you more controlover the guest experience right from the

start.

In conclusion...

Finally, with Metasearch in your online arsenal,you’ll be able to better manage your distribution

channels.

Even without increasing occupancies, the samevolume of reservations obtained from a

different channel mix lets you to achieve thesame volume at a lower Cost Per Acquisitionand have an impact where it matters: on your

profit margin!

T H A N K Y O U

Focused exclusively on the hotel sector, Net Affinity is atechnology, digital marketing and web design firm. We have

collated the brightest, most commercially focused,experienced and passionate team of online marketers, accountmanagers, designers and developers whose combined skill set

ensures our clients' online success.