The Colony Hotel Watches Metasearch Out-Perform Google PPC by 294% in Second Half of 2020

By: O'Rourke Hospitality Team

THE BACKGROUND

The Colony Hotel is an iconic resort just minutes from the ocean in Palm Beach, Florida. A historic destination that opened in 1947, The Colony Hotel is known for its bold, pink exterior and unique style. Guests can easily transport to the oceanfront or Worth Avenue, which boasts some of the world’s best restaurants and stores.

 

THE CHALLENGE

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, The Colony 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, The Colony Hotel needed another solution.

 

THE 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.

THE RESULT

Metasearch performance has long skewed toward leisure travel, so The Colony Hotel saw its metasearch ROAS outperform Google PPC ROAS even during normal market conditions. For the entirety of 2020, Google PPC ROAS checked in at 6.69 points on average compared to an average metasearch ROAS of 10.13, a solid difference of 51%. But as the pandemic settled in, metasearch took off with an average ROAS of 27.21 points in the final six months of the year. In the second half of 2020, metasearch outperformed Google PPC by a stunning 294%.

51%
Greater ROAs on Metasearch vs PPC in 2020
294%
GREATER ROAS ON METASEARCH VS. PPC IN SECOND-HALF 2020 DURING PANDEMIC

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