One way of determining whether metasearch travel sites really do offer a viable route to the buying traveller is a closer look at performance. Hotel organizations should make the most of the business intelligence embedded within the requests and replies message flow that takes place in the XML extended language. Looking at system performance as well as scrutinising search and booking data can help travel suppliers to use real-time insights for competitive advantage by being able to synchronize demand and supply through better capacity management, and setting up better consumer insight and sales capabilities. Decoding the message flow gives the supplier a deeper understanding of exactly what is being searched for and how demand is being met. This benefits the executives and departments responsible for distribution, revenue and marketing – the merging hotel disciplines. Acting with Insight By capturing exactly what is searched for, some concrete examples of insights would be: - Level of demand for certain offerings - Consumer satisfaction (in terms of the options and prices offered) - Consumer experience in terms of speed of response - Any inventory gaps between what is searched for and what is available - How many lookers are turned into bookers and at what ratio - System performance (speed of response, load factors, errors, etc.) Get the full story at Hospitalitynet