How to list and promote your hotel on metasearch platforms
In a travel landscape where most guests begin their booking journey online, hotel visibility across digital channels is more important than ever. Metasearch platforms, such as Tripadvisor, Trivago, and Kayak, are still key players tools for hotels aiming to boost direct bookings and reduce reliance on OTAs.
For independent hotels, knowing how to list and promote your property on these platforms effectively can be a game-changer. This article guides you through the essentials of getting started with metasearch advertising, including practical steps for listing your property, and best practices for visibility.
Why metasearch should be part of your Hotel Marketing strategy
Metasearch platforms act as price comparison tools. They aggregate listings from OTAs and direct hotel websites, allowing travellers to compare prices, availability, and reviews in one place. Unlike traditional OTAs, where bookings go through third-party platforms, metasearch engines often give users the option to book directly with the hotel. These sites connect you with high-intent travellers at the exact moment they’re deciding where to stay, which is an opportunity you do not want to miss.
Organic visibility is a great starting point, but to get the most out of metasearch, it’s worth investing in paid advertising. Tripadvisor, Trivago, and Kayak offer sponsored placements that boost your hotel’s visibility at key moments in the booking journey. With the right setup and strategy, metasearch platforms can drive a significant portion of bookings and direct revenue while also reducing commission fees paid to OTAs.
Getting listed: How to appear on key metasearch platforms
The first step in taking advantage of metasearch marketing is ensuring your property is listed on the major platforms. Each one has its own registration process and listing model.
- On Tripadvisor, you can start by creating a free listing through their business portal. This allows you to upload photos, amenities, and respond to guest reviews. The platform also offers enhanced and promoted listings that provide additional visibility for a fee: sponsored placements appear at the top of search results and can be targeted by traveller location or trip dates. Considering the platform receives over 450 million monthly visits, an optimised listing can deliver strong results. Click here for more information.
- Trivago offers a similar model. You can list your hotel via the Trivago Business Studio. Once listed, your property will appear in search results alongside competitors, with prices pulled from booking partners. To fully take advantage of Trivago’s metasearch, use of their two marketplace models: CPC or CPA. In both cases, when visitors clicks on your advertised rate, they are directed to your website where they can complete the booking.
- Kayak, while slightly different, is also a valuable platform. It aggregates deals from across the web and requires your property to be bookable either through an OTA (like Booking.com or Expedia) or through a booking engine that integrates with their system. This ensures travellers always see up-to-date availability and prices, increasing the chances of conversion.
- Last but not least, it’s essential to create your Google Business Profile, which feeds directly into Google Hotel Ads. This enables your property to appear in Google search results and on Google Maps when travellers are researching accommodation. For example, when someone types “hotels in Barcelona” into Google, your hotel can show up with direct booking options, reviews, photos, and pricing, without needing the guest to visit an OTA first.
Optimising your listings on metasearches for visibility and engagement
Once you’ve listed your property, your focus should shift to optimisation. Accurate, engaging listings are critical. How to achieve that?
- Include up-to-date information about the hotel
- Use professional photos of the rooms and common areas
- Write a compelling description of your property’s unique selling points
- Make sure guest reviews are encouraged and always answered
Pricing is another essential factor. If your direct booking rate appears higher than OTA listings, travellers are unlikely to book through your website. A Channel Manager can help you keep your rates consistent across all platforms while allowing a dynamic pricing strategy to be used.
Best practices for advertising on metasearches
To make the most of your presence on metasearch platforms, it’s important to approach advertising strategically. Start by clearly defining your goals: whether it’s increasing direct bookings, filling up empty rooms last minute, or boosting visibility during peak seasons.
Use a mix of organic listings and paid ads. While your unpaid listing builds trust and credibility, sponsored ads ensure you show up when travellers are actively searching and are ready to book. Monitor your performance regularly, paying attention to click-through rates, conversion rates, and cost-per-acquisition. If you notice certain campaigns underperforming, don’t hesitate to refine your strategy: adjust your bidding, update your creative, or test different seasonal offers.
If you feel like you do not have enough time for all this, consider working with a digital marketing specialist or marketing agency. They can help you get started or adjust your bids based on travellers’ intent and behaviour, saving you time while improving results.
Final thoughts
Listing and promoting your hotel on metasearch platforms is one of the most effective ways to compete in today’s crowded hospitality market. Using Tripadvisor, Trivago, Kayak, and other local metasearch platforms can help you take control of your digital presence and widen your reach.
If you’re interested in paid advertisements and hotel marketing strategies, feel free to download our ebook: How to advertise your property in 2025 - Insights of Google Ads and more. It is packed with useful, hands-on tips on online advertising (not just Google ads), and the latest information about metasearch and OTA advertising opportunities.
Don’t hesitate, get a free copy now! Your future guests are already searching, make sure they find you first.