The Google Hotels funnel
An in-depth look at the metasearch funnel from the highest, least understood level, where your prospects are, to the lowest level, where the bookings you receive take place
If you're a hotelier looking to improve your metasearch visibility, start by familiarizing yourself with the six stages of the marketing funnel and thoroughly understanding all of your campaigns' metrics, not just a select few.
These six stages include: Opportunities, Engaged Opportunities, Qualified Impressions, Impressions, Clicks and Bookings/Conversions.
Don't settle for just knowing the metrics from the impression stage onward. There are numerous areas for improvement at the top of the funnel that shouldn't be overlooked.
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