Results of the study reveal metasearch is increasingly delivering both visibility and direct bookings to independent lodging properties, but critical issues such as third-party dependence and tech-adoption barriers remain.

According to Phocuswright’s Independent Lodging Properties and the Online Marketplace 2019, progress in the sector, including the growth of metasearch and a shift to digital marketing activities, has helped independent lodging properties recover some lost ground when it comes to driving business online.

Nearly two-thirds of independent properties now receive direct bookings from metasearch, and almost 90% intend to maintain or increase their use of metasearch for visibility and bookings in the future.