A Newer Way of Charging for Hotel Metasearch Ads Is Catching On
Skift Take
Google, Trivago, and Sojern began this year to offer a commission-based model for digital advertising in metasearch. Hoteliers may find that a more appealing way of budgeting than paying on a cost-per-click basis or by a monthly fee.
Travel companies pulled back sharply on their marketing expenditure during the pandemic. But today many travel brands are slowly increasing their ad spending again, and a commission-based model for charging for ads may grow in popularity as the recovery blossoms.
Sojern, an ad-tech firm focused on the travel sector, was whipsawed by this year's events. Looking ahead to a rebound, Sojern on Tuesday said it had added metasearch as a channel to others it already offered, such as display, native, video, connected TV, search, and social.
The move is partly a bet that once leisure travel demand builds up again, hotels, attractions, and destinations will try harder to reach consumers via metasearch brands like Google, Kayak, Skyscanner, Trivago, and Wego. Consumers visiting those sites tend
