Trivago Marketing

TRIVAGO

Primary focus of the company in review, Trivago is to build “effective messaging to a broad

audience across multiple geographies and languages”. The company believes that brand

building and articulating its role in hotel discovery for travelers will continue to drive advertisers

and travelers to the company’s platform. Data-led improvements and innovations are important

to the company.

Trivago derives most of its revenue from a few advertisers, namely online travel agencies. The

company generated 44% of its 2017 revenue from a single company, Booking.com and its

affiliate brands. The second biggest customer for the company for the same period of 2017 was

Expedia, which generated 36% of the company’s revenue.

Brand marketing: the company invests largely in brand marketing globally, including TV

marketing, video and out-of-home advertising

Performance marketing: the company purchases travel and hotel related keywords from

search engines such as Baidu, Bing, Google and Yahoo to generate traffic on its websites with

the purchase of hotel related words

Marketing decision for spend: The company uses ”data-driven, testing based approach” for

making decisions on how to spend for marketing. Recently, Trivago implemented the attribution

model wherein it focusses less on revenue and more on the end-to-end booking value of the

users.

The company has a dedicated sales team to manage advertiser relations and provides tailored

advice to each advertiser.

The company uses several internet search engines such as Baidu, Bing, Google and Yahoo to

generate traffic on its websites with the purchase of hotel related words. The company uses

extensively “search engine optimization and search