The good news is that metasearch engines provide a major opportunity for hotels to compete with OTAs and they strengthen the direct sales channel. Data shows that hotels are trying to take advantage of this opportunity and, given the economic returns, we can confirm that it is being effective.

Hotel marketers should consider the weight that each metasearch engine commands and always aim for a balanced investment across all options, as this will diversify the risk that can come with putting all your eggs in one company’s basket.