The Blake is a boutique hotel that combines luxury with a modern touch. Located in historic New Haven, Connecticut, near Yale University, The Blake’s clientele is geared toward business travel and as a retreat for guests coming from the New York City area.
Pay-per-click (PPC) advertising has historically out-paced metasearch, but that’s no longer the case. Beginning with the COVID-19 pandemic and through 2020, Blake Hotel, like many hotels around the United States, saw traditional methods such as Google PPC begin to suffer. With a drop in PPC conversions and direct bookings, Blake Hotel needed another solution.
One of the fastest-growing hospitality marketing tools since the start of 2020 has been metasearch. As the landscape has shifted due to the pandemic, travelers have changed how they go about researching and booking their accommodations. Metasearch marketing, which pulls in your hotel property, rates, and inventory on metasearch engines like Google, TripAdvisor or Kayak, is delivering 2-3 times higher return on ad spend (ROAS) compared to PPC by listing properties alongside online travel agencies (OTAs) and booking site competitors.
Metasearch proved to be a key conversion performer for The Blake in 2020, outpacing Google PPC by more than double through
the duration of the year. At year’s end, Google PPC ROAS had averaged 8.11 points against a metasearch ROAS of 17.38 points, a difference of 114%. That gap only increased in the second half of 2020 as the pandemic spiked and wore on. In the final six months of the year, metasearch ROAS outpaced Google PPC ROAS by 172%, showing metasearch’s higher propensity to convert users, especially during challenging times.