LOS ANGELES – Rewards program for independent and boutique hotels, The Guestbook, announces the release of a new white paper, entitled “Metasearch, What to Know Before You Bid.“ This enlightening new white paper examines the many ways independent hotels are turning to new search tools to improve direct bookings and conversion rates, examining the rise of metasearch and how hotels can use it to their advantage.

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The booking journey continues to evolve, with a survey finding 94.4 percent of consumers reported they used price comparison sites at least occasionally when booking a hotel, and within this group 72.5 percent of consumers regularly used metasearch sites. These tools aspire to be the “new homepage” for hotel properties around the world, and are often the first point of reference between travelers and hotels. By understanding how travelers are using metasearch tools for research, independent hoteliers are able to better position themselves online and in their local market, and better compete with larger brands and Online Travel Agencies (“OTAs”).

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