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Online Travel Agent sites (OTAs) compete heavily on these channels to steal market share. With the current economic climate, we have seen significant increases in the average cost-per-click (CPC) on hotel metasearch channels. Right now, we are in a valley with CPCs at a 22.5% decrease YoY. Remember, #SMYKM.
Hotels can bid on metasearch advertising placements and pay when consumers click on the ad. Metasearch differs from OTAs in that you can direct travelers back to your website to drive direct bookings, and it works on a non-commission model; instead, you pay a costperclick (CPC).
The growth of metasearch OTAs often outperform individual hotels in metasearch positioning and cost-per-click (CPC) performance. By gauging the strengths and weaknesses of other hotels in the vicinity, one can identify unique selling points and potential market gaps.
Determine Your Bidding Strategy Hotel Ads utilize the following bidding strategies: CPC %: Under this model, if an internet user clicks your ad, your bid would go toward a percentage of the nightly room cost.
Travel metasearch engines are very similar to digital ad platforms, as they earn money through CPA (costper acquisition), CPI (costper impression), and CPC (costperclick.) Influencer Marketing Influencer marketing can significantly boost your resort’s visibility.
Give tips to the local area, guide about nearby attractions, tell about activities, add event calendars and interactive maps and share other interesting local knowledge. Don’t exclude other digital marketing possibilities , like paid search, banner advertising, email marketing, reservation retargeting etc. Entice the visitor.
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