Are Branded Hotels Wasting Money on Metasearch Right Now?

Today we are joined by Stephanie Smith from one of our Expert Partners:

Cogwheel Marketing

Stephanie puts forward her reasoning as to why she feels investing in metasearch is not the best use of resources for branded hotels at this current time.

Stephanie outlines why, in this current climate and changing guest profile, she feels metasearch is just a channel shift and is not producing incremental revenue.

We touch on ROAS (Return on Ad Spend) and why when comparing your metasearch spend with OTA commission you may not be comparing apples with apples.

Finally we look at where our limited budgets could be used further up the funnel to drive that incremental revenue.

Here are the chapters:

0:00 Video Intro

1:08 Brand Intro

1:19 Welcome Guest

1:59 Guest Intro

4:05 Metasearch: Is it Currently Worth It?

7:43 Metasearch: Not Incremental Revenue

12:02 ROAS Comparison Not Apples to Apples

20:38 Where should we invest our budget

29:22 Does COVID Instill a Short Term View

32:12 Wrap Up

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You can see the interview on our YouTube channel here:

https://youtu.be/PTCGuNw9ysA