Metasearch continues to grow in importance for hotels, especially in relation to the “book direct” movement.
This course will help you:
- Understand how metasearch works
- Confidently navigate the metasearch marketing landscape
- Create campaign goals and strategies using metasearch to achieve them
- Realistically plan your metasearch budget
The course is presented in 6 lessons, each taking between 20-45 minutes to complete.
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, and 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 lesson will provide a high-level overview of metasearch connectivity.
Four 10 minute videos and activities – 60 minutes
Lesson 3 – Top-Off Programs
This lesson is targeted specifically toward branded hotels. Many of the large chains already invest 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 it is by far the most important. This lesson reviews the Google metasearch landscape, and dives further into the unique marketing levers that can be used with the channel. We look at both manual and automatic techniques for managing your campaign and review the Key Performance Indicators (KPIs) to consider. We also cover 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 it is by no means at the same scale as Google, TripAdvisor does play an especially important role for certain demographics. This lesson looks at TA’s 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 lesson to provide a high-level overview of each. We talk about their traveler demographics, as well as some unique selling points you may not be aware of.
One 15 minutes video and activity – 20 minutes
This course is designed for hospitality professionals who work directly or indirectly with the marketing of hotel(s) who need a comprehensive understanding of metasearch and the current metasearch landscape.
- Hospitality Digital Marketing Agencies, Account Managers
- Hotel Marketing Managers or Directors
- Hotel eCommerce Managers or Directors
- Directors of Sales and Marketing
- Revenue Managers & Directors
Once you register, this self-paced course is available for you to view for one year.
Dean Schmit is a renowned industry expert with more than 25-years’ experience in the hospitality industry. His areas of expertise include digital marketing, revenue management, electronic distribution, and metasearch. Today he specializes in building and optimizing metasearch marketing programs.
Having worked both as a technology vendor and as a hotel supplier, Dean brings a unique understanding of how solutions work from multiple perspectives.