Metasearch Outperforms Google PPC By 155% For Hotel Viking in the Second Half of 2020

By: O'Rourke Hospitality Team

THE BACKGROUND

Located in famous Newport, Rhode Island, Hotel Viking is a historic and luxurious destination that’s a perfect year-round getaway for New Englanders. Opened in 1926, Hotel Viking is filled with unique architecture and offers culture, history, and luxurious dining options.

 

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, Lark Hotels, 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, Lark Hotels 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

Even before the onset of the pandemic, Metasearch significantly out-performed Google PPC for Hotel Viking. The Rhode Island- based property saw Metasearch perform five points better than Google PPC on average through 2020, but saw additional separation between the two hospitality marketing efforts as the year went on. After Metasearch outperformed Google PPC by 51% in the first half of 2020, it out-did PPC by 155% in the final six months, showing that Metasearch is beginning to perform better not only in all conditions, but especially so in a challenging market.

51%
GREATER ROAS ON METASEARCH VS PPC IN 2020
155%
GREATER ROAS ON METASEARCH VS. PPC IN SECOND-HALF 2020 DURING PANDEMIC

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