Hotel Metasearch Marketing Made Easy
Meet HEBS Digital’s Unique Dynamic Rate Marketing Gateway
As hoteliers, you know the importance of metasearch marketing in generating revenue and shifting share from OTAs to the property website.
At HEBS Digital, we know the importance of getting our clients a healthy return on ad spend (ROAS). Our clients are able to enjoy this ROAS from hospitality metasearch programs on Google and TripAdvisor, ranging from 800% to 2,500%. Each booking is also one less booking via OTAs, who have dominated metasearch marketing from the start.
Metasearch marketing is more complicated than it sounds. Unlike a distribution channel or a “set and forget” initiative, it requires sophisticated CRS access and advertising middleware technology to manage daily ad spend, campaign management, dynamic bidding and optimization. Our solution? The HEBS Digital Dynamic Rate Marketing (DRM) Gateway.
Our DRM Gateway is unique in the industry. Hotel inventory availability and pricing are required components, but only make up a small part of this complex advertising model. The bulk of the complexity of this program lies in the technology needed to manage ad spend (budget) per property on a daily and monthly basis; real-time bid management; conversion and ROAS tracking, campaign monitoring and ongoing optimizations; and reporting on property level.
The DRM Gateway is able to structure and “translate” the real-time inventory availability and pricing feeds into Google or TripAdvisor “speak.” These real-time inventory and pricing feeds come from a variety of sources:
- Mid-size and smaller hotel chains’ CRS
- Third-party CRS vendors
- Distribution connectivity providers
- Property management systems (PMS) vendors
- eCRM vendors