What is MetaSearch Advertising?

Picture of Gizem Tas

Gizem Tas

MetaSearch advertising involves displaying a hotel’s direct rates and availability on comparison platforms like Google Hotel Ads, TripAdvisor, and Trivago, alongside OTA listings. These platforms gather rates from various sources and present them together, enabling travelers to quickly compare options.

For years, hoteliers have recognized platforms like TripAdvisor as key destinations for guests to review and research. What was new and transformative was the ability to advertise direct rates on MetaSearch engines. With tools like Google Hotel Finder, TripAdvisor’s advertising products, and integrations with Bing and Skyscanner, hotels gained the capability to run unified campaigns and actively compete in this space.

That shift transformed MetaSearch from a passive research tool into a dynamic, performance-focused advertising channel, now acknowledged as a vital component of hotel digital marketing strategies worldwide.

OTAs vs. MetaSearch: What’s the Difference?

Although OTAs (Online Travel Agencies) and MetaSearch platforms both display rates and availability, their roles and business models differ.

Business Model

  • OTAs: Act as intermediaries. Guests book directly on the OTA site, and the OTA takes a commission (usually 15–25%).

  • MetaSearch: Works as a comparison engine. Guests see rates across OTAs and the hotel’s direct site, then click through to book on the hotel’s website. Hotels typically pay on a CPC (cost-per-click) or CPA (commission-based) model.

Guest Ownership

  • OTAs: Control the guest relationship, data, and pre/post-stay communication.

  • MetaSearch: Allows hotels to capture bookings directly, keeping ownership of guest data and loyalty opportunities.

Branding

  • OTAs: Promote the OTA brand first (e.g., Booking.com, Expedia).

  • MetaSearch: Displays the hotel brand alongside OTA options, giving hotels direct visibility in decision-making.

Cost Structure

  • OTAs: High commissions that reduce profitability.

  • MetaSearch: With optimized campaigns, hotels often achieve a lower cost per booking compared to OTA commissions.

Market Dynamics

  • OTAs spend billions on search advertising (Booking Holdings alone spent $10.5 billion on marketing in 2023).

  • MetaSearch levels the playing field by letting hotels place their direct booking rates beside OTA listings without being outspent in Google Ads.

Key MetaSearch Platforms and Their Strengths

Here’s an overview of the key players in hotel MetaSearch, highlighting their unique strengths:

Google Hotel Ads / Google Hotel Finder

 

 

  • Reach: The largest MetaSearch channel, integrated into Google Search, Maps, and Google Travel.

  • Market Share: Accounts for 65–85% of hotel MetaSearch traffic globally.

  • Strength: Embedded directly into Google’s ecosystem where most travel searches begin.

  • Feature: “Book on Google” reduces friction by allowing direct booking without leaving Google.

 

 

For most hotels, Google Hotel Ads is non-negotiable. It dominates visibility and booking volume.

 

 

TripAdvisor

 

 

  • Familiarity: Long known for traveler reviews and ratings.

  • Advertising Products:

     

    • MetaSearch placements (direct link beside OTA rates).

    • Sponsored Listings for premium visibility.

    • Business Advantage for brand control.

     

  • Strength: Reviews drive trust; high ratings boost clickthrough.

  • Market Role: Still one of the most influential sources for leisure travel demand.

 

 

 

Trivago

 

 

  • Ownership: Part of Expedia Group.

  • Strength: Particularly strong in Europe, mid-market positioning.

  • Challenge: Competing with OTAs within an OTA-owned ecosystem.

 

 

 

Kayak and Skyscanner

 

 

  • Origins: Flight-first platforms expanding into hotels.

  • Strengths: Popular with price-sensitive travelers; strong in North America (Kayak) and Europe/Asia (Skyscanner).

  • Limitation: Travelers may be earlier in planning, so hotel conversions can be lower.

 

 

 

Regional / Niche Platforms

 

 

  • Examples: Wego (Middle East, Asia), HotelsCombined, and smaller local players.

  • Strength: Lower competition and better ROI in specific markets.

  • Limitation: Lower traffic volume compared to Google or TripAdvisor.

 

 

 

 

Market Data: Why MetaSearch Advertising Matters

 

 

  • A Mirai study of 1,000+ hotels found MetaSearch contributes ≈13% of direct revenue on average.

  • Between 2019–2022, MetaSearch bookings grew 41% in volume, even as its share of direct bookings dipped slightly due to growth in other direct channels.

  • Google dominates ad spend, accounting for 85%+ of MetaSearch advertising budgets by 2022.

  • The global MetaSearch market was valued at $8.3 billion in 2024, with a projected CAGR of 30.2% through 2033.

  • Over 70% of MetaSearch traffic is mobile, making mobile booking engine optimization critical.

  • At Gourmet Marketing, we’ve seen hotels generate 15% of their direct revenue from local search results, highlighting the link between MetaSearch visibility and local intent.

 

 

 

 

How MetaSearch Advertising Works

 

 

Most platforms operate on a CPC model, though some offer CPA (commission-based) options.

 

Key success factors include:

 

  • Rate parity: Direct rates must be competitive with OTAs.

  • Bidding strategy: Adjust bids by device, market, and season.

  • Booking engine performance: Speed and mobile UX are critical for conversion.

 

 

According to GCommerce Solutions, optimized MetaSearch campaigns with mobile-ready booking engines often see conversion rates of 3–5% — outperforming display and social ads.