VIDEO: Skyscanner, Trivago CEOs on the future of metasearch

Opinions on the value of metasearch engines in the travel industry vary from person to person – or maybe it is just the most popular topic of debate among insiders.

No surprise, of course, that two of its most optimistic proponents are the CEOs of two of the biggest metasearch brands – Skyscanner’s John Mangelaars and Trivago’s Axel Hefer. 

In a conversation with PhocusWire senior reporter Linda Fox at The Phocuswright Conference 2021, Mangelaars and Hefer acknowledge metas weaknesses in some cases but both also see a heightened need, particularly as COVID has made travel a more complex process, with Mangelaars calling it “the best time for meta.”

Hefer says the reduction in travel to large cities has certainly been a headwind for metasearch, since the benefit of comparing offers is greatest when travelers are going to metropolitan areas that have a dizzying array of options.

But both executives say their focus throughout the pandemic on serving as “information providers” – not just on traditional topics of prices and availability but also to help travelers understand travel restrictions and topics of emerging interest, such as sustainability, is adding value and reinforcing their relationship with their users. 

“And the second a destination opens up, sticky customers translate into more bookings,” Mangelaars says. 

And Hefer says he expects to see new uses cases regarding the types of comparative information meta can provide. 

“In particular for a staycation, Wi-Fi speed is something that you can compare. ... there I do expect a lot more innovation,” he says. 

Also spurring new opportunities for meta, says Hefer, will be the Digital Markets Act, approved by European Union lawmakers last week, which outlines rules to limit the power of tech giants such as Google, Amazon and Facebook. 

“It will ensure much, much fairer competition, and it will abolish certain misconduct that is currently hindering innovation and competition particularly on the consumer facing side,” he says. 

And Mangelaars says the focus for Skyscanner is to make it simple for people to travel, and to understand the users needs every time they are using the platform, so ultimately “the product is the marketing” as satisfied users share their experience with others. 

Watch the full interview below...