eRevMax, the leading hotel online distribution and channel management solutions provider has released an Infographic – ‘Meta-search: it’s here to stay’ shedding key insights on growing influence of meta-search over the hotel online distribution space.
The infographic, based on several market studies, advises hotels to invest in meta-search marketing and include it to their core marketing plan. Traffic to meta-search sites have been steadily increasing with over 36% online travellers using comparison shop before booking. This is evident from 13% growth in the meta-search traffic statistics over the last year amongst varying age groups. 39% of ‘Millennials’ cite meta-search channels as their preferred source of information, 35% of ‘Xers’ (age 35-48) opt for meta-search, 23% of Boomers (age 49-67) and 14 % of ‘Matures’ select these sites as their top source for travel information.
With the entry of TripAdvisor and Google in the meta-search space, it is no wonder that meta-search is going to take center-stage in 2014. Kayak has processed over 1577 million queries in 2013, and this is expected to reach over 3 billion in the next 5 years. According to December 2012 data from PhoCusWright and Experian Hitwise, 6% of US traffic comes from sites such as Kayak. TripAdvisor receives 200 million monthly visits and over 50% of them use the meta-search feature.
This tremendous growth can be attributed to the value proposition these sites offer to the travel consumers – not only do they provide real-time availability and rate data, and enable price comparison – these sites are one-stop platforms for travelers to research and consequently book their hotel stay.
eRevMax predicts the year 2014 to be the year of hyper meta-search expansion as companies spread their reach way beyond their home-market comfort zones. For hoteliers to sell through these channels effectively, eRevMax has added meta-search as a new channel option within its distribution network. Hotels can subscribe to push their rates and availability on multiple meta-search sites directly from their RateTiger and Connect platform.