A new report from EyeforTravel and Fornova has some notable findings. In a survey of over 3,000 travel consumers from Australia, Canada, the UK and US, 44% said they always used the tools, 73% did so regularly, and 94% were occasional users. This puts metasearch at the forefront of the consumer research process and makes it a crucial distribution channel for brands to compete within. “Metasearch offers price comparisons that show consumers where they can get the best deals available and there is demand for this among leisure travelers,” says Ujjwal Suri, Fornova's vice president of distribution solutions. Indeed, when consumers were asked what made them return to travel brands time and again, metasearch emerged as a winner; 62% of respondents returned to companies that offered the best value. The second most important category (32%) was digital consumer experience. A closer look reveals that millennials and business travelers are some of the heaviest metasearch users. Get the full story at EyeForTravel and download the full report "The State of Hospitality Distribution: Metasearch" (free registration)