EyeforTravel’s research notes that there is still a substantial reduction in conversion through to booking via metasearch, so brands still need to be visible on all major sites. So smoothing the transition for customers being redirected or looking to purchase will be another major competitive edge. Metasearch is stepping up to this mark by offering facilitated booking or instant booking in a bid to drive conversions. Kayak is one of those and according to vice president Debby Soo facilitated bookings have increased conversions by 50%. Perhaps unsurprisingly, facilitated bookings are very prevalent in mobile hotel bookings with 60% of Kayak users taking this path. What is clear is that the growth in metasearch has implications for both online travel agents and hotels as we outlined last week in OTAs vs Metasearch: collision course or room for both? Get the full story at EyeForTravel