Take control of your direct bookings: Master Google Metasearch to beat the undercut game

Imagine potential guests searching for your hotel on Google, thrilled by what they find—only to leave because an OTA has a lower price. If this resonates with you, it means you're losing revenue and control over your brand to the very platforms you pay commissions to. It’s time to turn the tide. With an effective Google Metasearch strategy, your hotel can reclaim its position at the forefront, driving direct bookings and maximizing profits.

What is Google Metasearch?

Google Metasearch is a robust tool that displays your hotel’s rates across all available booking channels in one convenient location. It’s where OTAs and your own direct booking rates vie for attention. By being featured on Google Metasearch, your hotel can engage with potential guests right when they’re ready to book, but only if your strategy is competitive and well-executed.

Why is Google Metasearch a game-changer for hotels?

• Your Spotlight Opportunity: It places your hotel directly in front of travelers who are ready to book.

• Control the Narrative: Unlike OTAs, Google Metasearch allows you to present your rates and brand value directly to your audience.

• Maximize Revenue: By directing guests to your direct channels, you can avoid OTA commissions and keep a larger portion of your revenue.

The undercut problem: how OTAs undermine your strategy

OTAs frequently undercut your direct rates on Google Metasearch, attracting potential guests with slightly lower prices. This leads to a troubling cycle:

• Guests Lose Trust in Your Brand: Price differences cause travelers to question why your rates are higher.

• You Lose Direct Bookings: Even loyal customers might choose to book through an OTA to save a few dollars.

• Your Margins Shrink: With OTA commissions cutting into your profits, your hard-earned revenue is diminishing.

how to beat the undercut game

Succeeding on Google Metasearch requires more than just being present—it calls for a strategic approach that makes your direct rates appealing. Here’s how:

• Maintain Price Parity: Remove inconsistencies and ensure your direct rates are as competitive (or better) than those of OTAs.

• Invest in Google Hotel Ads: Implement targeted campaigns to highlight your direct booking link as the most attractive option.

• Add Direct-Only Perks: Provide benefits like complimentary upgrades, discounts, or flexible policies to entice direct bookers.

• Monitor and Adjust: Utilize smart tools to keep an eye on OTA pricing strategies and ensure your approach remains proactive.

• Leverage Personalization: Customize offers and messaging to resonate with your guests’ preferences—because OTAs can’t match your personal touch.

At Groivy, we believe that your hotel should have full control over its bookings and profits. That’s why we assist you in developing a Google Metasearch strategy that outsmarts OTAs and helps you reclaim your revenue. With effective solutions for price parity, optimized advertising campaigns, and enhancements for direct bookings, we ensure your hotel remains competitive and visible in the most important places.

Don’t allow OTAs to dictate your guest relationships and profit margins. Reach out to Groivy today and find out how we can help you regain control of your bookings—because your profits should stay where they rightfully belong: with you.