Metasearch Educational

Navigating Metasearch Educational Series

OVERVIEW

Metasearch has continued to grow in importance as part of the direct booking movement for hotels. Our team has worked on metasearch campaigns for individual hotels, large brands, and even some OTAs. This course brings you the lessons we have learned about maximizing your revenues through Meta.

COMPLETING THIS COURSE WILL HELP YOU:

Understand how metasearch works
Confidently navigate the the hotel metasearch marketing landscape.
Adjust your marketing plan based on consumer and site demographics
Create campaign goals and strategies using metasearch to achieve them
Realistically plan your metasearch budget

WHO SHOULD TAKE THIS COURSE?

Hospitality Agency, Hotel eCommerce or Marketing professionals who need to have a comprehensive understanding of the current Metasearch landscape.

Hospitality Digital Marketing Agencies, Account Managers
Hotel eCommerce Managers or Directors
Directors of Sales and Marketing
Revenue Managers & Directors
General Managers

Learning Path

Lesson 1 - An Introduction

What is metasearch and what can it do for you> In this session we lay the framework for you to get the most out of metasearch. We cover realistic goal setting, looking at new customers vs. channel shifts, budgeting and the marketing funnel. It is a brief overview of the tool that can start to impact your revenues today. Five 8 minutes videos and activities – 45 minutes.

Lesson 2 - Metasearch Connectivity

Metasearch is a unique form of digital advertising in that you not only have to manage the marketing campaign, but also the distribution of rates and availability. This webinar will provide a high-level overview of metasearch connectivity.

Four 10 minute videos and activities – 60 minutes

Lesson 3 - Top-Off Programs

This section is targeted specifically towards branded hotels. Many of the large chains are already investing in metasearch marketing campaigns at the brand level. What does this mean for your individual hotel, and how can you compliment these efforts to achieve greater results?

One 10 minute video and activity – 20 minutes.

Lesson 4 - Google Meta

Google may not be the only metasearch channel, but they are by far the most important. This section will review the Google metasearch landscape, and dive further into the unique marketing levers that can be used with the channel. We will look at both manual and automatic techniques for managing your campaign and review the Key Performance Indicators (KPIs) to consider. We also talk about the pros & cons of Book on Google (BoG)!

Three 10 minute videos and activities. 45 minutes.

Lesson 5 - TripAdvisor

TripAdvisor has had a very storied past when it comes to metasearch. While they are by no means at the same scale as Google, they do play an especially important role for certain demographics. Here, we will look at their metasearch programs, as well as many of the other marketing features of this channel.

Two videos and activities – 30 minutes.

Lesson 6 - Trivago, Kayak, Bing

We have combined these 3 channels into one webinar to provide a high-level overview of each. We talk about their traveler demographics, as well as some unique selling points you may not have been aware of.

One 15 minutes video and activity – 20 minutes

Bonus Chapter - What's New in 2022!

Featuring the latest updates on the following topics:

•Baselines

•Google Callouts

•Google Free

•Google Meta via Adwords (direct)

•Date Based Bidding

•TripAdvisor Plus

•Evolution of Destination Ads

•Audiences

One 20 minute video