Metasearch platforms such as Google Hotel Ads, Trivago or Kayak compare room rates from different booking sources for the same hotel — they sell nothing themselves but forward the guest to the booking source with a click. The decisive difference to an OTA: on metasearch, the hotel's own website can be listed as a booking source alongside Booking.com & co. — and if your own rate wins the comparison, the portal browser becomes a commission-light direct booker.
| OTA (e.g. Booking.com) | Metasearch (e.g. Google Hotel Ads) | |
|---|---|---|
| Booking happens… | on the portal | at the linked source (OTA or your own website) |
| Guest data | with the portal | with the booking source — direct = in your house |
| Cost model | commission (12–25%) | cost per click (CPC) or commission per booking (CPA), often 8–15% |
| Prerequisite | portal contract | booking engine with metasearch connection + maintained rates |
When a guest googles a hotel, Google shows rates and booking links directly in the hotel profile ("View prices"). Some placements are paid (Hotel Ads), some are free booking links. For hotels this means:
Basically every property with a bookable website: the free Google booking links are a no-brainer. Paid campaigns pay off once the direct channel offers competitive rates and a clean booking flow — otherwise you pay for clicks that bounce on the last mile (see conversion rate).
Free booking links cost nothing. Paid Hotel Ads run per click (CPC) or per booking (CPA, often 8–15% — but for a direct booking including your own guest data, not an anonymous portal booking).
For free booking links usually not — the connection comes from your booking-engine provider. Paid campaigns with bid management are more complex; support pays off once relevant budgets flow.
No — it shifts the mix. OTAs remain a reach channel; metasearch gives your own website the chance to be visible in the price comparison and win bookings directly.