Other industry leaders understand that metasearch’s core value proposition to consumers is all about price. Steve Hafner, founder of Kayak, says that channel-by-channel price differences are why consumers turn to metasearch, saying:

“The future of metasearch isn’t dictated by advertiser ROI changes up or down. It’s driven by pricing differences among OTAs and suppliers for a ‘like’ travel option (flight, hotel, car etc). As long as savings can be had from shopping around, meta will prosper.”