Hotel Revenue Glossary · Distribution

Metasearch

A comparison platform that aggregates hotel rates from multiple booking channels (OTAs, direct website, GDS) into a single search result. Major metasearch engines include Google Hotel Ads, Trivago, Kayak, and TripAdvisor. Hotels bid for placement or pay per click.

Why it matters: Metasearch puts the hotel's direct rate alongside OTA rates, giving guests a side-by-side comparison. When the direct rate is competitive, metasearch can divert bookings from OTAs to the hotel's own website, reducing commission costs substantially.

Worked example: Google Hotel Ads sends 1,000 clicks in a month at A$1.20 each — A$1,200 spent. Thirty-two convert (3.2%) at an average booking value of A$240, so A$7,680 of revenue at A$37.50 per booking (A$1,200 / 32), or 15.6% of booking value. Against a 15% OTA commission that is a wash. Bid down to A$0.90 a click and the same 32 bookings cost A$28.13 each, and the channel earns its place.

Common mistake: Judging metasearch on last-click revenue and ignoring cannibalisation. Some of those 32 bookings would have arrived on your own site anyway; you have just paid A$37.50 for them. Pause the campaign for a fortnight and measure what direct volume actually falls before you scale the bid.

All glossary terms Direct Booking OTA (Online Travel Agency) Rate Parity