Articles tagged “trivago”

If you think metasearch revolutionized the act of shopping for travel, wait until these sites truly harness all the data out there.

Whether to feature a Trivago Guy or Trivago Woman, or both, on TV commercials is a serious strategy and business question for the hotel-search site. For now, it is opting for two actors in the U.S., as it has done elsewhere, for targeting and other purposes.

The German hotel search site predicts that its revenue will grow by 50 percent this year. It will also spend about 85 percent of that revenue on marketing. That's a path to either dominance — or disaster.

When it comes to growing brands -- or at least buying companies with capable management teams -- Expedia knows what it's doing. You can count on Trivago and HomeAway both becoming more formidable than they are today.

Expedia isn't overlooking its core online travel agency brands such as Expedia.com and Hotels.com, but Trivago and HomeAway are clearly rising stars. Trivago hardly ever saw a TV commercial it didn't like but increased profits in Q1, and HomeAway is in the midst of a multi-year digital-booking transition.

Google has all the tools, including a giant search engine, to make its mark in hotel metasearch and its competitors are starting to really feel it. The only hope for rivals is a hail Mary to regulators — or to focus on being faster and better.

Hafner reveals his admiration for new acquisition Momondo Group, expresses his bother at Trivago's ad spend, and pooh-poohs Skyscanner's analytics approach in a frank discussion that cut to the core of what makes metasearch different.

Did the U.S. Trivago Guy just get William Shatnered? Like Shatner for Priceline.com, actor Tim Williams, who had become omnipresent on TV in the U.S. for Trivago, has hardly been seen over the last couple of weeks. It's good for brands to freshen things up and female empowerment ads are trending.

Trivago gets critiqued for spending heavily on TV brand marketing. But Managing Director Johannes Thomas says it's part of a sustainable plan. We now tend to agree.

Travel metasearch sites such as Kayak, Trivago, TripAdvisor and Skyscanner would fall on hard times if they weren't attracting advertising spend from their parents' -- or former parents' -- rivals.