Presented by Anna Ajluni, Senior Manager of Paid Media at Vizergy, the session, "Metasearch Mastery: Strategies and Trends for Hoteliers in 2025," offered clear, practical strategies for navigating the evolving digital landscape—especially as AI and Google’s Search Generative Experience (SGE) reshape how hotels are discovered online.

What the Session Covered:

Metasearch Is Evolving
72% of travelers now use metasearch before booking (Sojern, 2024), making it more than just a last-click tool—it’s becoming a key part of the early decision-making process.

AI Is Raising the Bar
Google’s AI-powered search experience (SGE) is prioritizing listings that align with traveler intent, content quality, and pricing transparency—not just ad spend.

Bidding Is Only Part of the Story
Success on metasearch platforms now depends on much more than bid strategies. Rate parity, content accuracy, mobile performance, and review sentiment all play a critical role in whether and how a hotel appears in search results.

Practical Takeaways for Hospitality Marketers:

- Ensure rate parity with OTAs to avoid being downranked or excluded

- Use schema markup and keep content feeds updated with accurate photos, descriptions, and policies

- Pay attention to review language—terms like “romantic” or “quiet” help AI match properties with relevant searches

- Don’t overlook mobile speed and UX, which directly affect visibility and conversions

- Consider Google Performance Max campaigns as a flexible entry point for properties with smaller budgets

Why This Matters:

“Metasearch is no longer just about visibility—it’s about relevance and trust,” said Anna Ajluni. “It’s where decisions are happening, and hotels that align their strategy with traveler expectations and AI-driven search systems will come out ahead.”

The session reinforced that metasearch is no longer optional. It’s a must-have part of any hotel’s digital marketing mix, especially as AI continues to change how and where travelers find their next stay.

This webinar was the third in a four-part series presented by Vizergy and hosted by HSMAI South Florida, aimed at giving hospitality professionals timely, real-world tools to stay competitive in a fast-changing landscape.
To watch the replay or learn more about the series, visit: [Vizergy’s YouTube channel].