Trivago Jumps on the Instant Booking Bandwagon: What Does it Mean for Your B&B?

Even more is happening in the metasearch space – this time involving Trivago, a key player for hotels in Europe.

Here’s what you need to know about why it happened and how it impacts your small accommodation business.

What happened?

Trivago just launched two types of facilitated bookings – Trivago Express Booking for online travel agencies (OTAs), and Trivago Direct Connect for hoteliers.

With Trivago Direct Connect, hoteliers can

  • Publish their website rates on their Trivago hotel profiles;
  • Apply for access to a simple campaign management tool within Trivago Hotel Manager, which lets them run their own cost-per-click (CPC) marketing campaigns; and,
  • Use a free booking engine developed by Trivago at no additional cost.

Why did it happen?

1) The shift to mobile bookings has rendered travelers impatient. They don’t want to have to click through to a hotel’s website to see their rates for that day.

2) Instead of going the way of Google or TripAdvisor and processing bookings on site, they’re making it easier for travelers to book on hotel or OTA websites – and they’re sticking to the CPC model, refraining from charging a percentage of booking revenue. This makes it a more enticing offering for small hotels.

3) The offering also benefits Trivago because it will help them to improve conversion when referring leads to hotel websites.

What does it mean for small hotels?

Booking sites of all kinds are aware of the need to optimize the direct booking channel, and are trying to make themselves more essential to smaller, independent hotels.

In Trivago’s case, this seems to be working: “We have been able to significantly strengthen our direct channel and are currently running our Direct Connect campaign at a distribution cost of less than 15%,” says Martin Stürzer, General Manager of Hotel Europäischer Hof in Munich.

It’s also increasingly evident that the role of metasearch itself is changing – the biggest players (Google, TripAdvisor, and now Trivago) are turning themselves into booking sites, while booking sites are starting to offer booking engines and website help (think Booking.com).

If you’d like to find out more or register as a hotelier, click here.

And if you’d like to pick up some tips on how to play your online channels like a pro, download our free ebook:

Sources: HotelMarketing, Skift

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