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How Reimagining Metasearch Can Deliver Wins for Both Hotels and OTAs

When they were first introduced, metasearch channels quickly became an important part of travelers’ online shopping habits, as they were a way of getting an ordered overview of the endless shopping options available online. Growing rapidly in popularity during the 2010s, an industry report in 2017 showed that “nearly half of U.S. travelers used metasearch platforms for flight and hotel bookings;” that same year, another showed that “metasearch engines had become a dominant marketing channel, surpassing investments in traditional ads.” That initial success did not last. An industry report showed that “metasearch’s share of travel traffic decreased from 22% in 2017 to 17% by 2020”, as it was no longer the most reliable or efficient way for travelers to find the best price on travel bookings – a trend that continues today. But is the value proposition of metasearch dead or is it simply the original business model that failed? [...]

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