Does travel metasearch drive more direct bookings for airlines, hotels or car rental firms? Is it really an alternative platform to Google and the big bad OTAs? OTA versus meta: is there really a difference? Not everybody thinks so. Dan Wacksman, Senior Vice President, Global Distribution, Outrigger Hotels and Resorts, argues that “metasearch cost-per-acquisition (CPA) is really just OTA” and that you should “only shift share to this channel when the numbers work”. He also doesn’t buy the argument that meta drives more direct bookings. Of course, Wacksman has a point. In the early days, the standard metasearch model was for partners – hotels, OTAs, airlines and so on – to pay a cost-per-click. However, with the arrival of facilitated booking like TripAdvisor’s Instant Book, partners must now hand over a cut of the booking value. Get the full story at EyeForTravel