webinar 2 - pros & cons of asst booking
TRANSCRIPT
MetasearchPros & Cons of
Assisted Booking Programs
Previews
Metasearch Webinar Series
1. What it is, What it Does, Why it Matters2. Pros and Cons of Assisted Booking3. Budgeting for Metasearch4. The Roles of Rate Parity – Seen and Unseen
Previews
Today’s Webinar
2. Pros and Cons of Assisted Booking• How it all began• Advantages • Disadvantages
How it Started…
How it Started…
What Is Assisted Booking?
What Is Assisted Booking?
Comparison
TripAdvisor Google
CPC Commission
CPC Commission
Brand BoG
Pros and Cons of Assisted Booking
Advantages
Advantages1. Higher Conversion Rates
-Lack of responsive design in booking engines IBE designed for website visitors-Not mobile, but mobile mentality. Notice what Google / TripAdvisor are doing with their own booking models—Click, Click, Book!
The Good
Not Optimized for Meta
Hotel
?
Advantages
Advantages1. Higher Conversion Rates2. Mobile Optimized3. Paid as Commission vs. CPC4. Plug & Play
When To Use
When To Use1. Changing IBE is not easy2. My site is not optimized for mobile3. I do not have a budget4. Needs to be easy*
*With qualifications…..
Disadvantages
Disadvantages1. Giving up control
“Effective CPC”
Disadvantages
Disadvantages
Disadvantages1. Giving up control
“Effective CPC”2. Less Visibility
Managed CPC usually wins3. Not just owning, but truly
embracing the guest4. Outsourcing your bookings
When Not To Use
When Not To Use1. I’m getting double-digit + meta
conversion rates on my own IBE2. I want to own my branded search
terms3. I want more volume / visibility4. I not only want to own the guest,
but have a marketing plan to maximize this.
5. I want control
In The End….
Coming Soon
Upcoming Webinars
#3. Budgeting for Metasearch#4. Rate Parity’s Impact on Metasearch