When you search for a hotel by name, Google presents Metasearch Ads with the hotel’s rates in all the various places you can book their rooms. These Ads are usually dominated by OTAs

But Hotels can also do Metasearch Advertising to ensure their own website appears in the list of options.

OTA Metasearch Ad

Hotel Metasearch Ad

If someone clicks on an OTA Ad to book their room, the hotel will pay the usual OTA commission (typically 15-25% of the revenue). But if that person clicks on your Hotel Ad, you only pay for the cost of the Ad, which could be as little as a few cents.

When done successfully, Metasearch Advertising can shift a significant number of bookings from OTAs to your website, resulting in much lower commission and higher profit margins.

Metasearch Advertising is something every hotel should do.