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©2017 FastBooking

The State of MetasearchFASTBOOKING analysis of Metasearch channels and performance 2012 to 2017

CLICK VOLUMES

RETURN ON AD SPEND

TRAFFIC - RETURN ON AD SPEND (ROAS)

To illustrate the evolution of the volume of traffic (clicks) and the return on ad spend per channel, we have graphed it on this chart. The size of the circle shows how the ROAS has improved simultaneously with the improvement on click volumes.

METASEARCH PERFORMANCE

Click Volume Cost per Click (CPC) Return on Ad Spend (ROAS)

Over the years, we have seen a growth in click volumes from most of the advertising channels. Side by side comparison shows how hotel advertising channels have evolved over the years.A recent change in hotel advertising channels - meta-search have now surpassed Google AdWords in the number of clicks generated to hotel websites.

Return on ad spend varies considerably channel by channel and over time. But when averaged out over the years, most of them are above nine times return and in the very healthy ranges. Making meta-search one of the most efficient online marketing channels for hotels.

To get a deeper understanding of performance by channel, we have included a chart that summarises the analysis of the various channels. These charts indicate the transformation of metasearch performance over the years. Where cost per click decreases, this is not necessarily a market trend. It can be due to better optimisa-tion to improve return on ad spend.

Average costs for advertising (click costs) have been reducing over the years which has significantly improved the return on ad spend for hotels. The change in ad cost is partially due to campaign optimisation and of course changes in markets and competition on meta-search platforms.

A very recent change on hotel advertising channels is that meta-search channels have now surpassed Google AdWords in number of clicks generated to hotel websites.

Metasearch has been implemented for over 2,000 hotels. The data collected over five years have been aggregated and normalised from FASTBOOKING hotels’ data.While it is not definitive for the entire industry, the data published are to provide a good indication of the additional revenue and opportunities that can be achieved from metasearch advertising for hotels. This does not represent absolute information as each hotel can be optimised and managed di�erently.

COST PER CLICK (CPC)