Travel metasearch sites—search engines specifically dedicated to displaying travel product pricing and information—are influencing the marketplace for digital travel shopping and booking, and the most significant implications for marketers have to do with evolving metasearch business models, according to a new eMarketer report, “Hotel Metasearch: Marketing Strategies for an Emerging Ad Platform.”
Large online companies including Priceline.com, Expedia, TripAdvisor and Google have invested significantly in travel metasearch as publishers to create strategic alignments and increase advertising revenues, as pay-per-click advertising is a key revenue driver for most metasearch sites. From an advertiser’s point of view, travel suppliers see metasearch as a more cost-effective and efficient way to drive potential bookers directly to their own websites, and they’re developing strategies to leverage this evolving channel. Read the rest at eMarketer.
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