The topic of metasearch engines is a recurring one, especially because of their constant presence in the media. I have spoken about them before, and my opinion is that they should be viewed with suspicion. The way they are treated in the media, with their desperate promotion among hotels, makes me even more suspicious.In this post, I wanted to "translate" an article that has recently appeared, again, with Mirai and Trivago hand in hand.
In my opinion, what Ayre Hoteles and Mirai should do is to invest in technology within their website and their engine, however, their strategy is to delegate their "direct" marketing to a third party(Trivago). Here are the comments I made to a client about this article published in Tecnohotel:
https://www.tecnohotelnews.com/2018/03/ayre-hoteles-trivago-express-booking
Here is my translation!
An advertorial, like any other, but this one with some very juicy stuff.
Above all, I am struck by how vague some of the statements are, I imagine to hide what they are really selling, delegating direct booking to a third party, and bahjo commission. Starting with the headline:"AYRE Hotels doubles its conversion rate with trivago Express Booking", here we go:
- "doubles its conversion rate" - from where, from Trivago? From Trivago compared to their own website? Mmmmmm...
- "a landing page hosted by trivago that facilitates direct booking" -> but why don't they send them to the website, why do they call it "direct booking" when it's a booking on TRIVAGO?
- "extremely positive experience that the chain has obtained thanks to trivago Express Booking and about the impressive increase in bookings they have received through this platform"?
going from 1 a year to 100 would be an "impressive" **increase**? pfff... smells fishy.
- "a faster and easier experience from any device" - nothing a good website can't do.
- "how it made it possible to double conversion rate and extend reach to new and more markets, without compromising their revenue stream or brand awareness (HAHAHAHA, putting a logo on Trivago is not losing "brand awareness" ????? ) and without having to increase marketing investment (HAHAHAHAHAHA completely free OIGA)"
- "We were having difficulties converting mobile traffic into bookings" - probably because they use the Mirai engine which is a complete crap on a stick - ????
- "aiming to expand into new markets" - and without Trivago EXPRESS BOOKING you can't???? I wonder....
- "We conduct tests to collect performance data without hurting revenue" WTF!!!!! They are diverting traffic from their own website to Trivago?????? HAHAHAHAHA!!!!
- "Total booking revenues have increased by 36%" ?????????? total??? And what percentage of this is due to Trivago and not a price increase?????
- Total booking revenue has increased by 36%" ?????? where in Trivago?? By the fact that it is Trivago????? What are you telling me?
- our conversion rate for mobile bookings has increased by 0.51% on average, while our CPA remains unchanged", not only are they sending you traffic but they pay you for Adwords campaigns, and they also share commission with Trivago and Mirai, OLÉ!!!!!, let's see how you explain it to your boss XD XD XD XD XD XD XD XD XD
- AYRE started by directing 20% of its traffic to trivago Express Booking" "AYRE felt confident to direct 50% of its traffic to the trivago Express Booking website" ?????????? And why not ALL traffic?????
- "Better conversion rate, an increase in booking value and higher brand awarenesss" - they must be doing something fucking wrong on their website for this to be the case. "brand awarenesss""?????? I can't believe it!
- We have also maintained the CPA and the average basket"" if they have improved conversion and average value, why hasn't the CPA gone down??????????????????????????????????????????
Nothing more needs to be said...
