Independent Properties Reveal Their Most Effective Marketing Channels

Last month, Phocuswright published findings from its latest independent lodging study in a free whitepaper. Available here, the report reveals crucial new insights into the status of independent hotels and accommodations in today’s online marketplace — including which marketing channels are proving most effective for generating their bookings.

Here’s a quick look at what the survey of over 1,000 independent property owners and managers revealed:

Metasearch is one of the most effective marketing channels for independent properties

The study found that for independent properties, travel review websites and metasearch sites are the most effective marketing channels for generating bookings.

The research also found that 90% of the independent properties intend to maintain or increase their use of metasearch in the future.

Graph shows metasearch and travel review websites most effective marketing channels

Hoteliers choose metasearch to “gain visibility” and “drive direct bookings”

When asked why they use metasearch as a marketing channel, the survey respondents cited multiple reasons, including:

  • “To gain wider visibility” 
  • “To drive more direct bookings”
  • Because of the “Lower cost than other channels,” and
  • “To gain independence from OTAs” 

With two-thirds of independent lodgings already receiving direct bookings from metasearch and 42% intending to use it more for distribution in the future, all evidence points to metasearch meeting these expectations.

All the data from the study can be found in the whitepaper Independent Properties in the Online Marketplace. Click here to access it for free.

Experts from trivago and Phocuswright also discussed findings from the study in greater depth and detail in a recent webinar. Anyone who missed it still has a chance to watch the video replay here.


Claim your property’s trivago profile today.

Learn more


Independent property owners, managers, and marketers interested in marketing on trivago, a leading global hotel metasearch, can head over to trivago Business Studio to learn how to get started.

Featured image credit: Joanes Andueza on Unsplash