Google is clearly ahead in meta search at the moment. But Trivago and Tripadvisor also have their advantages. While Trivago particularly captures travelers who are looking for a particular city but do not yet have a specific hotel in mind (generic traffic
), Tripadvisor primarily receives traffic when guests already have selected a hotel and want to obtain additional information about the hotel, such as reviews from other guests (brand traffic
What counts in the end is the revenue generated by the ads and the associated cost ratio
. The bottom line for the hotelier is, of course, that costs and benefits should be in the right proportion.
In general, we can say from our experience that the hotels which benefit most are which are broadly positioned
in the metasearch world and run several campaigns at the same time.
But there is no recipe for success because every hotel is individual. Accordingly, the analysis should be individual to determine which platforms make sense. Are you not sure what suits your accommodation or which channel is best to start with? No problem, our hotel specialists will be happy to advise you individually and without any obligations.
On social media
, brands can create ads that reach people according to interests and demographics. Social media paid ads settings allow brands to create ads that appear to people who fit particular groups. People can create ads for people in certain age ranges, geographic areas, or express particular interests.
On the search engine results pages, organizations can create ads that target people making particular searches. Those who search for the area around your hotel, customers planning vacations or outings in your area, or those who enter keywords indicating their interest in hotels can all help you place relevant bids for ads to appear.
Some websites allow ads to be displayed on their pages, such as at the bottom or side of the page. These ads often work well for those who have already visited your site and you want to retarget them to encourage them to return to your site to continue booking a room.
As you create these ads, for any of the above platforms, focus on creating a strong CTA that is relevant to the customer based on where you target them. If the ads have room for an image, such as on social media, try to make the image as targeted to the customer as possible. Entice the customer to click.