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The DMA currently identifies 24 core platform services as Gatekeepers, with Google a key player, alongside online travel agency (OTA), Booking.com, designated in May 2024. Unlike CPC (CostPerClick) models, these listings are displayed for free, with their positioning determined dynamically by search algorithms, similar to classic SEO.
And yet, many hotels overlook metasearch in their digital marketing strategy , missing out on opportunities to reach a broader segment of travelers, compete for business with online travel agencies (OTAs), and drive direct bookings. Much like with OTAs, the search results then display a list of available hotels and rates in the destination.
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