Metasearch Marketing for Hotels: A Smart Strategy to Increase Bookings

One of the most powerful and often underutilized tools in a hotel’s digital marketing arsenal is metasearch marketing. With platforms like Google Hotel Ads leading the charge, metasearch has evolved into a vital revenue-generating channel for hoteliers looking to grow their online presence, reduce OTA dependency, and boost profitability.

At The Percentage Company, a leading digital marketing agency based in Thailand, we specialize in helping hotels tap into the full potential of metasearch marketing. Our advanced booking engine technology, in-depth commercial strategies, and direct Google Hotel Center integration give our hotel partners a serious competitive edge.

In this article, we’ll explore what metasearch engines are, how Google Hotel Ads can increase your hotel’s visibility and bookings, and how our bespoke solution—The Percentage App—is tailored to maximize your ROI in this space.

What is Metasearch Marketing for Hotels?

Metasearch engines like Google, TripAdvisor, Trivago, and Kayak aggregate hotel rates and availability from multiple sources—OTAs (Online Travel Agencies), hotel brand websites, and other booking platforms—and display them in a single, user-friendly interface. The user can compare prices across various channels and choose the best option to book.

Unlike traditional OTAs, metasearch engines do not process the booking themselves. Instead, they redirect the user to the hotel’s own booking engine or to a third-party site like Booking.com or Expedia to complete the transaction.

This presents a major opportunity for hotels: by showing their official direct rates on metasearch platforms, they can win bookings that would otherwise go to OTAs, all while preserving margins and building stronger guest relationships.

Why Metasearch Marketing Should Be in Every Hotel’s Strategy

1. Increased Visibility at the Point of Search

Metasearch platforms—especially Google—are often the first place potential guests look when researching accommodations. With Google Hotel Ads, your property appears alongside OTAs, giving you a prime opportunity to compete for attention directly within the Google ecosystem, including on Google Search, Google Maps, and Google Travel.

2. Lower Cost of Acquisition

Metasearch advertising typically offers a lower cost-per-acquisition (CPA) compared to traditional OTA commissions, which often range from 15% to 25%. With well-optimized metasearch campaigns, hotels can reduce their distribution costs and increase profitability on each booking.

3. Direct Bookings = Better Margins and Guest Data

By driving users to your direct booking engine, you not only keep more of the revenue but also gain access to valuable guest data, allowing for personalized communication, upselling, and loyalty-building.

4. Brand Control and Loyalty

When users book directly, the hotel controls the entire guest experience—from the look and feel of the booking journey to pre-arrival communications and upsell offers. This leads to higher guest satisfaction and repeat business.

Spotlight on Google Hotel Ads: The Game-Changer in Metasearch

Of all metasearch engines, Google Hotel Ads offers the most reach and impact. Google dominates global search behavior, and its hotel search results are integrated directly into search engine results pages (SERPs), Google Maps, and the Google Travel portal.

Key Features of Google Hotel Ads:

• Real-time price and availability display
• Customizable ad formats (e.g., sponsored listings)
• Bid-based model (cost-per-click or cost-per-acquisition)
• Targeting options based on device, geography, and traveler intent

The Challenge for Hotels:

Participating in Google Hotel Ads requires connectivity to the Google Hotel Center, a process that can be technically complex and requires certified integration partners. That’s where The Percentage Company comes in.

How The Percentage Company Helps Hotels Win at Metasearch

As a Google Hotel Center Authorized Partner, The Percentage Company provides seamless access to Google Hotel Ads for our hotel partners across Thailand and beyond. Our technology and expertise allow you to:

• Integrate your rates and availability directly into Google Hotel Center
• Run targeted, optimized campaigns on Google Hotel Ads
• Track performance and ROI with robust reporting tools
• Outperform OTAs by highlighting your best offers, packages, and direct booking benefits

But the real differentiator is our in-house technology: The Percentage App Booking Engine.

The Percentage App: The Ultimate Booking Engine for Metasearch Success

Most booking engines fall short when it comes to conversion optimization and flexibility. The Percentage App, developed by our in-house team, was built specifically with modern hotel marketing and revenue management in mind.

Key Features of the Percentage App:

• Embedded Booking Experience: Unlike third-party booking engines that redirect guests to an external site, The Percentage App is embedded directly into your hotel website. This creates a seamless look-and-feel, improves user trust, and significantly increases conversion rates.
• Advanced Promotional Tools: Run time-sensitive promotions, flash sales, and personalized discount codes with ease. Our system supports complex packaging, seasonal offers, and dynamic pricing strategies out-of-the-box.
• Integrated Member Program: Encourage loyalty with built-in member rates and perks. Users can create accounts, log in, and access exclusive discounts—just like on major OTA platforms.
• Monthly and Long Stay Capabilities: Easily manage extended stay offers and alternative rate structures, which are increasingly in demand in today’s flexible travel environment. The Percentage App allows you to seamlessly deal with short-stay and long-stay guests within a single booking interface.

Because the booking engine is integrated with Google Hotel Ads through our Google Hotel Center partnership, everything works in unison to drive traffic, convert leads, and build long-term guest loyalty.

Our Full-Service Offering for Hotels

At The Percentage Company, we go beyond technology. We provide comprehensive digital marketing and revenue management services to ensure your hotel thrives across every distribution channel.

Our services include:

• Hotel Web Design: Fast, responsive, conversion-focused websites
• Revenue Management & Strategy: Commercial strategy development, pricing, distribution planning
• Social Media & SEO: Content creation, visibility, and engagement strategies
• Campaign Management: Google Hotel Ads, metasearch ads, and more

By aligning your booking engine, marketing campaigns, and commercial strategy under one roof, we help hotels create a cohesive, high-performing online presence that leads to more direct bookings and higher profitability.

Ready to Get Started?

If you’re a hotel owner or operator looking to take control of your online distribution, reduce your reliance on OTAs, and increase direct bookings, now is the time to explore metasearch marketing—and Google Hotel Ads is the place to start.

With The Percentage Company by your side, you get the tools, technology, and expertise to turn metasearch into one of your top-performing channels.

Contact us today to schedule a consultation or demo of The Percentage App and discover how we can help you grow your bookings smartly and sustainably.