Joe Pettigrew, Director of Revenue Maximization Europe Hotels at Starwood Capital Group, believes that evolved features on metasearch sites allow hotels to have better control over their content than five years ago.

Metasearch is a great channel for the OTAs to raise their brand awareness. For hotels, it’s an opportunity to present the benefits of booking directly with the hotel to potential guests who are more likely already aware of your brand.

It's not uncommon to see over 70% of traffic hotels receive via meta being new users. So it’s important to be there.