Posts tagged with: metasearch

Mirai selects Koddi to help hotels better compete in metasearch

En españolen françaisem português.

Metasearch already scaled to become one of the most important online marketing channels in 2019, continuing its growth trajectory faster than traditional Ads. The difference has grown even more in 2020 as hotels, due to the covid-19 crisis, moved a large amount of their CPC investments to available commission models in metasearch such as Google commission per stay or CPS (formerly known as GHACP) or the recently launched trivago CPA. We expect, nevertheless, that this move will be reversed once we overcome this crisis.

Mirai + Koddi LinkedinRegardless of the bidding model, it is certain that metasearch is here to stay and will continue to be a crucial channel once the demand picks up again. The assumption that metasearch is a plug an and play approach is a common misconception that can create wasted media dollars at lower efficiency. Metasearch requires highly sophisticated machine learning, automation and specialized  management. Unfortunately, it’s not that easy, and many hotels that operate with this assumption can lose advertising dollars quickly when the channel is not managed correctly.

Hoteliers understand that Metasearch is  the most important channel for driving demand,” said Alexander Steenbakkers-Noffke, Managing Director at  Koddi. “The complexity and tech investment around optimization set a high bar in the past to engage with this channel, to effectively compete hotels must win when it comes to optimization for Google, TripAdvisor, Trivago, Kayak and more. Koddi is thrilled to be working with an industry leader such as Mirai to deliver that competitive advantage for their customers.”

Koddi Mirai metasearch

In order to implement a successful metasearch strategy, hotels need to gain a fully understanding of how to manage the channel, or find the right partner to address and properly execute on each of the following:

  1. Service
  2. Connectivity
  3. Bidding Optimization

Mirai is a service-driven company, being at the pulse of our client needs (always being very close to our clients), consulting on questions and giving direction on how to improve metasearch performance advising what to do in order to improve their performance in meta.

At Mirai, we have the leading  connectivity solution  with proprietary integrations with the leading  metasearch publishers (Google Hotel Ads, trivago, Tripadvisor, Kayak and Skyscanner),  supporting all all their features such as 15 best practices in Google Hotel Ads and auction levers. Our integration with metas seamlessly redirects users to any booking engine (either ours or third-party ones).

Finally, the third, and crucial, leg to make metasearch work is defining an adequate bidding strategy. Commission models might work for many hotels to establish a baseline. However, you can do better in scale and efficiency with the best marketing technology available, squeezing every dollar you invest. At Mirai, our approach is twofold. We count with a great metasearch team who masters bidding, and we rely on our technology such as Mirai Metasearch dashboard to make the best decisions.

However, if we want to truly excel in bidding optimization, we need the best automation and AI tools in the market such as Koddi’s Enterprise solution. Starting today, Mirai will license the Koddi Enterprise platform to maximize exposure of hotel properties on metasearch channels, driving more bookings and improving marketing ROI.

Our marketing team will lean on Koddi solutions to:

  • Create metasearch campaigns across the main publishers using best-in-class technology.
  • Leverage advanced bidding algorithms that can be customized to match a client’s campaign goals.
  • Utilize granular signals such as price competitiveness data, occupancy rates, cancellation rates, audiences, etc. to enhance bidding strategies.
  • Ultimately take advantage of all available opportunities and exploit them to drive bookings and revenue with maximum efficiency.
  • Create customized reporting views of client’s metasearch programs to understand the impact of campaigns at any level.
  • Access incremental marketing channels such as TripAdvisor Sponsored Placements, Google Promoted Hotels, Trivago Sponsored Listings, Kayak Inline Ads, etc.

I’m a current client of Mirai booking engine or metasearch solution, how will I benefit from Koddi?

Our marketing team counts on Koddi’s Enterprise solution to fully automate and optimize every dollar you spend. That means higher ROI and, in many cases, higher overall volume of transactions and transaction value too.

I want to manage Koddi’s Enterprise solution by myself, can I do so?

No. Koddi’s Enterprise product is designed for large hotel groups and metasearch companies which have a team of trained and highly skilled analysts managing the campaigns and that are updated and educated in real time on any met publisher or market changes. This role will play the Mirai team for you in order to ensure management in our best interest and maximum return of your investment.

Thanks to this partnership, you will be able to use Koddi’s technology through the Mirai team, who has been properly trained to use Koddi’s Enterprise and is using the tool behind the scenes for the past 12 months on selected accounts

Nevertheless, you will always have full access to your campaigns and their performance in our Mirai Metasearch dashboard.

I am a large hotel chain with direct access to Koddi’s Enterprise version. Can I use Mirai as the integration partner?

Yes. Our integration with metasearch is fully compatible with Koddi’s Enterprise solution. 

Will I pay more now that Mirai will use Koddi?

Adding Koddi’s technology is optional. You can stay as you are now, especially if all your investments are in commission models.

For those who want to put their Enterprise version to work for them, there will be an additional cost. Contact your account manager to know more details.

I want to know more about this new partnership between Mirai and Koddi, what do I need to do?

Contact your account manager to know more details.

If you do not work with Mirai yet, please contact us at metasales@mirai.com.

Triptease and Mirai integrate systems to enhance success in metasearch engines

En españolen françaisem português.

Online hotel distribution is currently going through a major transformation. OTAs are losing ground in favour of metasearch engines, especially Google Hotel Ads, and where there is disruption, there is also opportunity.

Metasearch engines will be the key battlefield for online reservations in 2020 and managing them well is a challenge, Just connecting to them is not enough, hotels need to define a strategy that includes a bid optimisation mechanism, among other things. Without a strategy, hotels run the risk of seeing a large part of bookings continuing to come from the OTAs and that the metasearch engines become nothing more than just a very expensive marketing showcase.

We’re not talking about something that’s extremely complicated. You basically just have to do three things well to ensure that hotel metasearch investments are profitable.

  • Ensure that the hotel website has a competitive price, i.e. that the direct sales channels always have the most interesting rates and/or conditions.
  • Selective and orderly distribution, working with partners that add value to your direct sales and reach places you could not reach on your own.
  • A booking engine with a high conversion rate.

Triptease and Mirai have partnered to offer hotels an opportunity to optimise their traffic acquisition and conversion rates through metasearch engines, allowing them to take control of their online distribution and attract more direct bookings.

Integration Mirai Triptease

When intelligent traffic acquisition combines with a high-performance booking engine, the impact increases exponentially. Over a three-month trial period, Triptease managed metasearch campaigns in a selection of hotels that use the Mirai booking engine, and the performance improvement was huge. Conversion rates increased by 22% and the return on advertising spend (ROAS) improved by 41% on average. One particular hotel saw a 40% increase in conversions and a 31% increase in ROAS.

The Triptease solution combines sophisticated machine learning technology with their vast experience to achieve a large volume of high-value traffic for hotel websites. The intuitive and highly usable Mirai booking system then does its part to convert that traffic.

“Mirai is a leader in booking engine technology, and well aware of the key factors in optimising conversion rates,” says Charlie Osmond, founder of Triptease. “We are delighted to be able to offer our intelligent bidding service to Mirai partner hotels. We have already seen incredible results in the test and we continue to improve our service to offer even greater benefits to more hotels.”

Pablo Delgado, CEO of Mirai, stated that “At Mirai we’re always open to integrating our systems with tools that offer added value to hoteliers so that our customers can get even greater benefits. Triptease is focused on direct sales and innovation to improve performance in metasearch engines, the most important showcases for hotels in the current online distribution environment, which means that this partnership could be very valuable to them.”