Metasearch levels the playing field and can actually be a strong driver of demand when leveraged in the right way. Independent properties don't enjoy the economies of scale of larger groups so they have to be strategic but nimble with their marketing spend.

A hotelier’s primary objective is to find the best combination of sales and marketing activities to grow revenue and maximise profits through channels that work for that specific property. It’s an increasingly competitive and dynamic market but data can be their friend so once they devise a revenue strategy that works for their property, the tools are there to drive the outcome.