Metasearch

Definition

A price-comparison layer (Google Hotel Ads, Trivago, Kayak, TripAdvisor) that aggregates rates from many OTAs and the hotel’s own site side by side, then sends the click onward to wherever the guest chooses to book. Metasearch is not a booking channel itself — it’s a shop window.

What it tells you

Where guests compare before they book, and how competitive the hotel’s direct rate looks against the OTAs at the moment of decision. A strong metasearch presence is one of the few ways to win a direct booking right at the comparison step.

How to track it

Treat metasearch as an acquisition source: cost-per-click or commission, look-to-book ratio, and the resulting direct revenue. Bid management is usually handled by a connectivity partner or via the OTA’s own “sponsored” product.

Where it fits

Metasearch sits between distribution and direct-channel strategy. Used well — alongside a member rate — it grows the direct share without breaching rate parity.