Meta-search, Google Plus.
Comparing prices, showing prices in real time and filtering all the information for simultaneous availability of a hotel or flight is not enough.
Meta-search are aware that they need to improve, especially when it comes to mobile usability (smartphones and tablets) and the transactional value of their business model.
Hotel Marketing emphasizes these assessments, which are based on a recent forum organized by Phocus Wright. These platforms should transmit to travellers that they work as a middleman, a facilitator when purchasing a ticket or hotel stay, always showing clearly that the suppliers are the owners of these products.
When it comes to bookings made on mobile devices, it’s not just a more commercial strategic focus that comes into play but also the need for meta-search engines to provide added value. To achieve this the great challenge is to monitor the booking process, independent of the device or devices used to reach the final purchase, something that, according to the publication, still leaves a lot to be desired.
In Spain, on the other hand, the relationship between buyers and hoteliers is going through a tumultuous period. CEHAT (La Confederación Española de Hoteles y Alojamientos Turísticos) and other conglomerations in the sector have requested that meta-search engines regulate their practices by an ethical code. According to these groups, there are often pages and buyers that have commercial interests behind them and are not neutral when comparing services, hiding their real motivations from the consumer.
It is also becoming more common to compare services that are too varied, sometimes in good faith; this however causes confusion and non-objective results.
CHEAT has proposed 8 criterions that are essential if this is to be avoided, when applied, clients using these tools can do so with confidence:
1) A transparent business model that must include how they are financed as well as links to the suppliers or elements being compared.
2) Clearly identify advertising. The elements to be compared cannot be affected by any contractual relationship with the manufacturers, sellers or suppliers. So advertising must be clearly distinguished from the organic comparison.
3) Precise information regarding prices and availability, the price given must include all charges as well as the product or service’s availability with information on the access cost.
4) Explanation of the data collection procedure and criterion, describing the methods and geographic coverage used.
5) Authenticity, opinions and assessments: comparison tools must take measures to ensure the authenticity of opinions and ratings given, as well as disclosing the methods used to collect them.
6) Complaint policies and management; providing consumers with information regarding repair mechanism and elimination of false reports.
7) The information must be relevant so the offers can be compared and assessed.
8) Increased accessibility and ease of use
Idiso is aware of the important role price comparison websites play in the hotel industry and have integrated with the main meta-search engines on the market: Kayak, Tripadvisor, Trivago and Google Hotel Finder.
And we are the first Spanish supplier to offer two options for direct bookings through your booking engine with TripAdvisor thanks to:
Do you know how to improve your direct bookings with TripConnect CPC?
- Instant Booking (CPA)
Do you want to know all the benefits of using TripConnect Instant Booking?
