Metasearch websites: opportunity or threat for hotels?
How will metasearch affect the hoteliers on a daily basis? The answer is that it depends on the attitude of each hotelier. It is easy and feasible for them to become an opportunity with this small guide.
They are the current hot topic of the industry: constant advertising on television, astronomical acquisitions of Kayak and Trivago, they occupy most part of the news in specialised media… They have been with us for a few years although they have only recently started to experience a boom. Why so much prominence? Are they just a trend? What role are they destined to play in the increasingly-complex hotel distribution? And, above all, how will this affect the hoteliers on a daily basis? The answer is that it depends on the attitude of each hotelier. It is easy and feasible for them to become an opportunity with this small guide.
Three client motivations…
The hotelier, in his everyday practice, does not have direct contact with the metasearch engines. The contracts are made with intermediaries, with whom he agrees a price and sells the hotel; on the other hand, he also maintains the official website as another distribution channel. This commercialisation view as management of sales channels is perhaps not the most adequate to analyse the success of the metasearch websites.
In the everyday reality of many hoteliers, metasearch websites do not exist. Traditionally, they receive the commercialisation from the distributors that work for them. From that viewpoint, their biggest decisions are based on choosing their intermediaries well; their management focuses on the prices that they sell to them and their measure of success or failure is the compared amount of bookings of each of them in relation to their costs (or margin).
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