As hoteliers, you know the importance of metasearch marketing in generating revenue and shifting share from OTAs to the property website.
At Marinet, we know the importance of getting our clients a healthy return on ad spend (ROAS). Our clients are able to enjoy this ROAS from hospitality metasearch programs on Google and TripAdvisor, ranging from 800% to 2,500%. Each booking is also one less booking via OTAs, who have dominated metasearch marketing from the start.
Why Metasearch Matters for Hotels
Metasearch places your official rates next to OTA offers where travellers compare and decide. Done well, it drives high-intent traffic to your website and Booking Engine — shifting share away from commission-heavy channels.
A strong metasearch programme helps you:
More Complicated Than It Sounds
Metasearch marketing is more complicated than it sounds. Unlike a distribution channel or a “set and forget” initiative, it requires sophisticated CRS access and advertising middleware technology to manage daily ad spend, campaign management, dynamic bidding and optimization.
Our solution? The Marinet Dynamic Rate Marketing (DRM) Gateway.
The Marinet Dynamic Rate Marketing (DRM) Gateway
Our DRM Gateway is unique in the industry. Hotel inventory availability and pricing are required components, but only make up a small part of this complex advertising model.
The bulk of the complexity of this program lies in the technology needed to manage ad spend (budget) per property on a daily and monthly basis; real-time bid management; conversion and ROAS tracking, campaign monitoring and ongoing optimizations; and reporting on property level.
What the DRM Gateway manages:
Real-Time Inventory and Pricing Feeds
The DRM Gateway is able to structure and “translate” the real-time inventory availability and pricing feeds into Google or TripAdvisor “speak.” These real-time inventory and pricing feeds come from a variety of sources:
Feed sources include:
What We Manage for You
From campaign setup to ongoing optimisation, Marinet runs hospitality metasearch programmes built around direct bookings and measurable ROAS — not vanity impressions.
Our metasearch services include:
Healthy ROAS, Not Vanity Metrics
Our clients are able to enjoy ROAS from hospitality metasearch programs on Google and TripAdvisor ranging from 800% to 2,500%. Programmes are managed to a target return — and every booking is one less booking via OTAs.
