OTAs vs metasearch – a collision course or room for both?
Freedom of choice can be a wonderful thing. But when faced with countless travel websites consumers, more often than not in search of the best deal, can be left feeling confused.
For travel brands operating in a multi-channel, multi-device world, where consumer behavior is changing faster than technology can keep up, it’s even more challenging.
Matteo Cellini, head of search at Expedia-owned metasearch online travel agency Venere, says:
“If anything, attribution is getting much tougher and unless you really understand who is seeing what, you are probably making the wrong business decisions.”