April 22, 2020– We are seeing global CPCs dramatically decreasing across all the metasearch channels and point of sales since the beginning of March. Currently, they are about -70% lower than last year:
This means that we are witnessing a very important change: the biggest OTAs are slowing down their spend and pulling down their metasearch visibility.
This trend presents a unique opportunity for hoteliers to achieve higher placement at lower costs, with reduced competition from the OTAs. Capturing bookings by way of direct channels is more important now than ever before since it enables hoteliers to control their own narratives with their guests.
The decrease in CPCs is a trend we see across more than just metasearch. Non-branded search terms, such as “hotels near Times Square” have a very low cost, as they are no longer dominated by the OTAs. Hoteliers can take advantage of this and try different variations of search terms with a minimal risk.
