Metasearch used to be a simple concept to grasp when it was defined simply as a marketing channel. Now it is getting more complicated. Increasingly, many major metasearch sites like TripAdvisor are promoting booking and payment functions, similar to an OTA, despite many differences. Many hotel marketers may balk at the idea that a booking would be completed on a metasearch site. To solve this dilemma, we have to step back to understand what the business objective is? If the ultimate objective is to get more bookings at a reasonable cost, then we should embrace this change. Get the full story at Tnooz