Meta Search

Meta search — definition and a bit of history

Meta search isn't a new concept. That's why there's also a bit of history here. But first, the definition:

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Meta Search = Meta Search Engine (Meta = superior)

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From a technical point of view, a metasearch engine is a platform or a higher-level search engine. In other words, it sends your request to many other search engines. She then collects the results. It even delivers this in a processed form. However, it does not have its own index. Depending on how it was adjusted, the metasearch engine follows certain guidelines when presenting the results. For example, the results can be compiled according to the popularity of the requested search engines. A metasearch engine also filters out duplicates so that a search result does not appear multiple times in the results list.
With some meta search engines, you can even select the search engines that should be used for the meta search. The search results are influenced or tailored to your needs.

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The first metasearch engine, called MetaCrawler, was developed in 1995 by two American researchers from the University of Washington. MetaGer was launched the following year, developed by employees of a German data center. This metasearch engine is still in use today.

Meta search in the hotel industry

Metasearch engines in the hotel sector usually function as platforms. There, users are shown the availability of rooms and the prices offered on various web search engines in a single list. In particular, you can compare them there. These prices are made up of various Online travel agencies (OTAs) and other booking sites and thus put them together especially for the user. Key metasearch sites include Google Hotel Ads, Tripadvisor, Kayak, Skyscanner, and Trivago. Depending on this, they are also referred to as travel search engines (TSE).

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This makes it easier for customers to book a hotel room at the lowest price. However, this also creates another important online sales channel for hotels. And this is in addition to OTAs, your own hotel website and other measures. Another component of the online marketing plan, so to speak.

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Difference between OTA and metasearch engine

From time to time, there is confusion in the hotel industry about how OTAs and hotel metasearch engines differ. That is why we offer a brief delimitation here.

OTAs sell products/services on behalf of providers (hotels, airlines, car rental companies, etc.). In return, they charge a commission fee to close the sale. Many hotels use these online travel agencies (OTA) to increase their reach and awareness. The commission paid is the price for the additional demand. Examples include booking.com, hotel.de or expedia.de.

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Metasearch engines, on the other hand, combine search results from various such OTA sites and many other booking websites. They then deliver it to the user in the form of a list.

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Metasearch — options for marketing your hotel

You have several options for your hotel to appear in the results of metasearch engines. Everything should be within a Online marketing concept be planned. One option is that your hotel is connected to OTAs. In doing so, it maximizes the chances of success to connect with multiple OTAs. And prioritize those who are in your target market. On the other hand, metasearch engines also represent their own marketing platforms and thus sales channels.

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Marketing on metasearch engines can take various forms: Ads are often based on a pay-per-click model. This means that the hotelier only pays when someone clicks on the ad. With the downside, as always with such models, that it entails a certain risk. You pay for the clicks, regardless of whether they ultimately result in a booking or not. Another model of this marketing channel is pay-per-impression, which is based on charging a predetermined fee for a specific number of impressions. In addition, many combinations of these models are possible. In most cases, you can control these marketing measures directly from the meta search engine's own profile.

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Some meta search engines also offer instant bookings. This means that the traveller can stay on the same screen to complete their booking. Providers are increasingly relying on commission models per booking. This in turn causes metasearch sites to catch up with OTAs. They are innovative and, thanks to their objective positioning, are gaining popularity among travelers and hotel guests.

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While both metasearch engines and online travel agents offer valuable opportunities for hotels to reach a wider customer base, you need to be aware that there is some form of payment for every booking. For example, for advertising space or a commission for the booking itself. In contrast, there are bookings that guests make via your own hotel website. Your own homepage should therefore always be and remain one of the most important sales channels.

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