The reason why metasearch is a friend of the OTA giants is simple: To the biggest marketing budget goes the spoils. Consumers tend to only look at the first few results that appear in response to their query on metasearch. Corporations with enormous marketing budgets can greatly increase the chances that their results will appear at the top of the results, either through paid links or by gaming the organic results. Meanwhile, independent hotel owner wondering how to receive direct traffic are losing out via metasearch more than they might expect. It’s true that most hotel suppliers worldwide are not on metasearch sites, but the dynamic of consumers favoring the first few search results will still apply even if they all come on board. Get the full story at Tnooz Read also "Case Study: TripAdvisor Hotel Meta-search – What Has Changed & Why Is It Important?" at Micros eCommerce