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Trivago Wants to Stay Engaged With Travelers Well After They Book Trips

Dennis Schaal photo
Dennis Schaal
Trivago

Photo Credit: A file photo of Trivago's offices at its German headquarters. The company is broadening the types of products and services it offers travelers. Trivago

Skift Take

There are no guarantees that Trivago will succeed in transforming itself, broadening its offerings to travelers, and becoming different enough from rivals to ensure its viability. But sitting still and not trying new things wasn't an option, either.

With hotel metasearch under pressure emerging from the pandemic, Germany's Trivago is positioning itself to pursue a hybrid model. During the company's first quarter earnings call Tuesday, CEO Axel Hefer said Trivago's recent deal to source tours and activities from TUI, which is in an early testing phase, would enable Trivago to engage with travelers during their trips, and present new opportunities. Until now, he added, Trivago mostly interacted with consumers well before their trips. In other moves that diverge from the classic metasearch proposition, which is sending consumers looking for hotels from Trivago to online

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