Until recently, savvy customers checked close to 22 sites to ensure they got the best price for their accommodation needs. Further, more than 60% of them began their searches on one device and finished on another (Source: Google Study). Meta-search is liberating travellers from this wild goose chase and information overload. Through strategic alliances with key channels, meta-search players are adopting semantic search, and ensuring near accurate customized price comparisons based on user preferences in an easy-on-the-eye display. For hotels, knowing their guests and their online purchasing behavior has been of paramount importance for targeted campaigns which lead to improved booking conversions. According to a recent study by TripAdvisor, 50% of their respondents agreed that hotel price comparison or meta-search saves time and helps to find the right price for their preferred hotel. According to the same survey, hotel guests read between 6 to 12 reviews before booking. This is a global trend cutting across regions and a clear indication that user generated content (UGC) is having a greater influence over traditional marketing material. Meta-search channels, which place aggregated rates next to millions of hotel reviews, significantly reduce the number of steps and sites a consumer needs to visit prior to making a booking. The tremendous growth of this platform can be attributed to the value proposition these sites offer to the travel consumers – not only do they provide real-time availability and rate data, and enable price comparison – these sites are one-stop solution for travelers to research and consequently book their hotel stay. Get the full story at Hospitality.Net