Search engines that compare hotel rates across different OTAs and direct websites.
❓ What is META?
In hospitality, META refers to Metasearch Engines, platforms that allow users to compare hotel prices across different distribution channels (such as OTAs, the hotel’s official website, GDS, etc.) in a single interface. Common examples include Google Hotel Ads, Trivago and Kayak.
🧮 META formula?
There is no mathematical formula for META, since it is not a metric but a distribution channel. However, its performance can be measured with indicators such as:
- ROAS (Return on Ad Spend).
- CPA (Cost Per Acquisition).
📌 Why is META important?
- Increases visibility in the search and comparison phase.
- Enables hotels to compete with OTAs on a level playing field by showing the official rate.
- Promotes direct bookings, reducing distribution costs.
- Provides campaign tracking and valuable data for digital marketing strategy.
🏨 Practical example of META
A traveller searches for a hotel in Barcelona on Google Hotel Ads. The META displays rates from different channels: Booking, Expedia and the hotel’s official website. If the official website offers a competitive price and a strong call to action, the traveller is likely to book directly.
👉 Don’t sell, just compare. In recent years, METAs have become a crucial channel for hotel visibility and direct bookings, as they allow the user to see the official website rate compared to OTAs.
🔍 How does META differ from other terms?
- Unlike OTAs (Online Travel Agencies), META does not sell directly but redirects the user to the booking channel.
- Unlike GDS (Global Distribution Systems), META is aimed at end users rather than corporate travel agencies.
- Unlike pure direct sales, META involves an acquisition cost (advertising or commission), although it still strengthens the hotel–guest relationship.
In summary: META is a comparison showcase, OTAs are online sales channels, GDS connects with travel agencies, and pure direct sales mean a relationship without intermediaries.
