Metasurge: How to navigate the growth in metasearch for hotel brands
L2 Thinktank has applied its marketing intelligence brain to metasearch, coming up with an overview of the state of metasearch.
The focus is on how hotel brands can leverage metasearch to enjoy an advantage over the heavy paid search spend by OTAs.
The overview of user habits show that the metasearch vertical in travel is extremely popular in China – emphasizing just how important that particular market is to the maturing metasearch ecosystem, while also showing how much market growth is still available in developed countries.
In fact, both OTAs and brand-direct websites are suffering at the hands of metasearch growth.