Ironically, the term “travel” comes from “travail” (“work” in French), and that kind of describes our industry entirely, as organizing a trip is a lot of work. Travel planning logistics is frustrating, and the current booking path is remarkably intricate, with hundreds of touch points down the line.
Want proof? An insightful research by Skift highlighted how some travelers look at around 150 websites before booking a hotel room. And, according to a recent Travel Agent Central study, on average, leisure travelers use 7 to 8 apps throughout their search, booking, and in-destination travel experience.
There are, in fact, hundreds of ways to book a hotel: OTAs, GDSs, Travel Agencies, phone calls, loyalty programs, members-only travel clubs, word-of-mouth, brand.com website…Anyway, we believe that some roads can get travelers to your hotel quicker. One, in particular. And that’s metasearch advertising.