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Online travel agencies (OTAs) are a vital part of the supply chain in the travel industry. They are widely considered one of the main factors behind rapid growth in online travel bookings across both mature and emerging markets.

New online channels have been created in recent years with the intention of lowering hotel distribution costs without decreasing occupancy levels.  Of these options, the metasearch channel has separated itself from the pack as a highly successful venture.

In a recent interview with HotelMarketing.com, Siteminder’s CEO Mike Ford illustrated the opportunities that metasearch channels present for hoteliers.

Ford begins the discussion by explaining that metasearch OTAs collect room rates from multiple online channels and displays them to the consumer in a single list.  This allows potential travelers an expedited process to find and compare hotels and pricing options.  Some of the most popular sites include Google Hotel Finder, Trivago and Kayak.

Those hoteliers that are taking advantage and becoming early adopters of new sales and distribution technologies stand out, but ultimately the name of the game is converting clicks to bookings.  No matter the type of property, the number of rooms, geographical location, star rating or amenities offered, the companies that are the most profitable will be those with a high click conversion.

Ford also discusses his feelings about TripAdvisor’s TripConnect in comparison to the other major metasearch OTAs as well as tips for hoteliers on how best to implement metasearch channels into their online visibility.

To read this entire interview, and to learn more about the importance of metasearch OTAs going forward, click here.

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