Metasearch engines empower consumers by displaying travel options and directing them to supplier and online travel agents (OTA) websites and apps to book their travel. Recent studies suggest that about 50% of all consumers start their search on metasearch platforms.
These dynamic search engines provide consumers with all travel options, at the best cost in the most expeditious manner. Consumers benefit from this competitive marketplace in the form of more choice and lower cost options.
Metasearch sites are unique from OTAs in that they display information and send consumers to other venues to book their travel. In some cases, metasearch platforms have developed unique booking tools where consumers can book on a supplier’s platform without leaving the metasearch environment. They are the ultimate lead generators for suppliers and OTAs and all stakeholders, especially consumers, are the beneficiaries of the great technology and service offered by metasearch sites like Kayak, Skyscanner, TripAdvisor, Trivago and others.