Trivago: Innovative tool for independent hotels direct bookings

Trivago offers a new tool that allows independent hotels to display rates from their website directly to the platform's site.

The tool is called trivago Direct Connect and, according to the platform, can increase direct bookings of independent hotels, while allowing them to maintain their independence from the other distribution channels.

120 million monthly users

The new service was introduced with the aim of continually improving the search process for 120 million monthly users of trivago, by highlighting even more prices.

This is achieved by showing prices from hotel booking sites (OTAs), hotel chains and, especially, hotel owners.

Independent hoteliers can now request access to this service through the trivago Hotel Manager, acquiring the ability to undertake their own cost-per-click (CPC) marketing campaigns.

Smart and easy to use tool

"We understand that managing your CPC marketing campaigns is a new area for many hoteliers. For this reason, we focus on creating a "smart" and easy to use tool that allows hoteliers to manage campaigns from them. We worked on the product with selected hotels in Germany in a Close Beta test for about a year. Now we want to expand the pilot program in order to receive more feedback from hoteliers and customize the product as much as possible to their needs," said Johannes Thomas, Managing Director of the Hotel Relations trivago.

Hoteliers can take advantage of three basic functions :

-statistical analysis of their performance,

-budgetary control function

-automated adaptation of the CPC for saving time.

Booking engine technology

Furthrmore, the booking engine technology of trivago, specifically designed to maximize the number of bookings, which is especially important for a successful campaign on trivago will be available at no charge. «The values provided directly by the hotel owners, especially when they are competitive, are preferred by our users, as they are considered more reliable," says Mr. Thomas.

"Plus, an important role is played by the presence of the website and the hotel telephone in the right marketing channels. The trivago Direct Connect allows hoteliers to promote their own booking channels with minimal effort,"he continues.

Currently, more 120 hotel chains, such as Marriott, the Accor, the IHG, the Hilton, the Starwood, the NH etc. are working with the trivago Direct Connect.

Marketing companies

The service is also available for independent hoteliers through marketing companies, such as myhotelshop, which mediates for the trivago connection and manages hotels CPC campaigns.

"We have connected more than 1,300 hotels through the trivago Direct Connect and we have seen excellent results, with continuous increase in reservation share," says Ullrich Kastner, Managing Director of myhotelshop.

Lower distribution costs

Independent hoteliers have seen remarkable results from using the service.

"We have strengthened significantly our direct booking channels and our Direct Connect campaign is currently running at 15% lower distribution costs," says Martin Stürzer, General Manager of the Hotel Europäischer Hof, in Munich.

Independent hoteliers, link providers and marketing companies are invited to apply for participation in  Open Beta Service trivago Direct Connect trial version.

The application period is open only for a limited time. The selection of program participants will be based on specific criteria and priority will be given to those who apply first.