The answer is simple. By leveraging understanding of the travelers’ journey and giving them a compelling incentive, independent hotels can build their brands and differentiate themselves within metasearch. Promoting cash rewards as a call-out provides the extra incentive that guests are looking for.
In a recent research study conducted with 500 American travelers, The Guestbook found that when choosing a hotel booking option from metasearch, travelers overwhelmingly preferred cash back rewards…even when the hotel’s rate was slightly higher. Importantly, giving cash back rewards doesn’t violate rate parity agreements.
Learn more about converting OTA Bookings to Direct Bookings in The Guestbook’s whitepaper, “Metasearch: What to Know Before You Bid,” available HERE
