Appearing in metasearch engine results can be a critical and effective tool for driving direct bookings on hotel sites, but most brands are ceding to online travel agencies in that arena. OTAs control 96% of first page booking listings on metasearch pioneer Kayak, according to L2’s Insights Report on Metasearch for Prestige Hotels. The remainder is controlled by non-Index brands (2.3%), leaving Prestige Hotel brands to appear in just 1.3% of Kayak’s first page results.

 

The average brand appears on the first page of Kayak results for 64% of the markets where it is present. A few exceptions have mastered the art of visibility on Kayak; Hilton, Steigenberger, and Wyndham properties appear in first page results for 100% of markets.

metsearch-2014-top-and-bottom-10-hotel-brand-property-visibility-on-kayak

The exceptions are an example of the uneven distribution of brand visibility within the site. In a study of 66 Index brands, 22 had 76% to 100% of their results appearing in Kayak’s first page results. In contrast, 18 had 25% to 50% of their properties in Kayak’s first page results. Just one brand (Okura Hotels) had none of its properties appearing in first page results.

 

metasearch 2014-distribution-of-hotel-brands-by-porperty-market-visibility

U.S. hotels lost more than $5 billion in commissions and discounts to OTAs in 2012, making direct bookings a priority. Kayak is an ideal place to start, as it hosted 1.6 billion searches in 2013 and is expected to triple that by 2019.

L2 emails keep you up to date on how brands are leveraging digital to grow their businesses.
Join Our EMail List