The emerging vendors do not want to develop a transaction-based site like the traditional OTA concept; rather, they aim to charge for passing along the consumer directly to the supplier site. For hotels, this means potential additional costs for a booking on top of the fees for each transaction completed through a third party. It comes as no surprise that the lead players in search, including Google and Bing, are becoming more renowned in the travel space and among some of the most influential new market entrants. Google has seen an opportunity to streamline the inefficient booking process for customers.1 Rather than visiting multiple sites, a customer can use the Google Hotel Finder, Google’s hotel-specific search engine. Many companies have since followed Google regarding this industry trend in trying to create a travel meta-search platform, essentially streamlining the booking process. These companies specializing in meta-search, spurring the nickname of “metamediary,” are fighting the traditional concept of using online travel agencies as the major medium in referring shoppers to a booking site. More content is being presented within the initial search, which potentially bypasses multiple visits to OTAs or hotel websites.2 As a result, the metamediaries are able to gain control of the entire booking process by being the initial point of contact to consumers and, thus, have the ability to direct the consumer to additional websites or channels. The increase in media and advertising available upfront will require even more attention and management by hotels in order to remain competitive. Not only will hotels have to generate appropriate media within the search space to remain attractive to buyers, but they will also have to determine which channels are being used by metamediaries in directing consumers to their hotel. Download the whitepaper at HVS (PDF 995 KB)