Verseo's collaboration with leading partners in the tourism market has resulted in the unique Verseo Hotels service – comprehensive hotel marketing. The Verseo Hotels service includes not only the ability to run Google Hotel Ads campaigns or a typical Google AdWords campaign for a hotel. It also allows you to display the lowest possible price directly from your own website, which impacts the hotel's image and marketing. Current prices and availability of rooms or apartments can be immediately displayed in the world's most popular metasearch engines, such as Kayak, Trivago, and TripAdvisor.
The result? Hoteliers gain a powerful tool enabling them to precisely reach potential guests, while also having full control over the effectiveness of their hotel's promotional activities and whether their advertising sufficiently supports the property's brand. A skillfully executed hotel advertising campaign should increase the number of direct bookings, which are the least costly for the hotel. Positioning a hotel in the Google search engine is one method for increasing the number of direct bookings.
The result? Hoteliers gain a powerful tool enabling them to precisely reach potential guests, while also having full control over the effectiveness of their hotel's promotional activities and whether their advertising sufficiently supports the property's brand. A skillfully executed hotel advertising campaign should increase the number of direct bookings, which are the least costly for the hotel. Positioning a hotel in the Google search engine is one method for increasing the number of direct bookings.
Metasearch engines – what is it and how does it work?
Metasearch engines in the hotel market are types of online portals that allow potential hotel customers to search for available offers for the dates they are interested in and check room prices across multiple distribution channels, such as OTAs (Online Travel Agencies). They are similar to comparison sites and equivalents of sites like Ceneo or Nokaut.
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Hotel advertising in metasearch engines
Metasearch sites have meant that when planning a trip, we no longer have to browse dozens of websites for each hotel we're interested in to choose the best place to stay. The growing popularity of these services means that hotels can't afford to boycott these sites—instead, promoting the hotel on them would be desirable. It's worth noting that these portals are associated by potential customers not only with the ease of searching and comparing offers, but also with the ability to learn about guest reviews, view large numbers of photos, and simply the professionalism of the offers and descriptions of the hotel properties posted there. The convenience of online booking is also significant.
A presence in metasearch engines not only promotes a hotel but also allows it to shape its image among potential customers. As you can see, the benefits of a hotel's presence on portals are undeniable and enticing. Hotels can simultaneously maintain a presence on portals and pursue conscious pricing policies – competing with booking portals by limiting the role of intermediaries and thus increasing the number of direct bookings.
Metasearch engines – why is it worth it?
We present the benefits for hotels of using the Verseo Hotels service and being present in metasearch engines.
- Easy integration – it is possible to connect Verseo Hotels with leading CRSs, channel managers and PMS systems in Poland and worldwide.
- Always up-to-date room prices and availability – these are delivered to each hotel's distribution channels in real time, eliminating the problem of double bookings for the same room at the same time and the resulting disappointment for hotel guests.
- Convenient advertising budget management – the ability to set a maximum budget, direct it to the most needy distribution channels (we do not advertise a channel that does not need promotion, we direct funds to where they are needed at a given moment), the ability to target advertising according to geographical criteria, etc.
- Simple rate management with TripAdvisor – thanks to the automatic bid management system, decide on the position of your ad, you can also manually manage campaigns and gain greater control over the budget and bids, e.g. for selected countries.
- Transparent cost settlement system – Every metasearch platform works on a cost-per-click basis. You only pay for clicks. Costs can vary depending on the platform. Knowing this information can make it easier to manage. campaign and promotion budget.
- Quick access to information – the metasearch engine management platform precisely displays booking statistics and advertising costs.
- Simplicity of management through a single panel – All costs are managed and monitored through a single administration panel. The panel allows for quick access to data and analysis, including revenue and return on investment. This allows you to control a single hotel or an entire hotel chain. The result? Easy management and high usability.
- Promoting direct bookings This translates into reduced commission payments to intermediaries. By combining the booking engine with our technology, every potential guest can see the price from your official website and easily compare it with intermediary prices. Ensure that the price on your own hotel website is the lowest. Focus solely on effective advertising and payment for referrals from people genuinely interested in online bookings.
Summary
The above article covers the following topics:
- hotel metasearch engines as tools for comparing offers and prices of accommodation in many distribution channels,
- hotel promotion strategies through the use of metasearch channels,
- benefits of hotel presence in metasearch engines, including system integration, budget control, up-to-date prices and increased direct bookings.
