Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy

In July 2019, Trivago moved into a new headquarters in Dusseldorf, Germany, whose main entrance hall is shown here. Trivago Skift Take: Trivago’s incoming CEO Axel Hefer signaled Thursday that the company would change its auctions to appeal more to advertisers. Most promising is how it will now let Booking.com and other advertisers bid for … [Read more…]

Expedia’s Reorganization Efforts Make the Company Less Nimble

Expedia Group is reshaping its internal teams, which contributed to a weak third quarter of 2019. Expedia Group Skift Take: Behind the scenes, the reorganization within Expedia Group must be ugly. Otherwise the CEO wouldn’t have cited it near the beginning of his prepared remarks during the earnings call. The last time Expedia cited a … [Read more…]

The Surprising Rise of Hotel Spending on Metasearch Advertising

The Toronto city skyline with various hotels to choose from is seen from a building under construction in 2013. Brent Lewin / Bloomberg Skift Take: Many hotel groups are directing more of their ad budgets toward price-comparison search sites. That’s a boon for vendors providing connectivity and automation services. But it’s also a welcome, if … [Read more…]

Trivago Could Kill Controversial Ad Feature That Caused Its Fortunes to Plummet

The facade and logo outside Trivago headquarters in Dusseldorf, Germany. Trivago is trying to improve its relationships with its largest advertisers. Trivago Skift Take: Trivago is trying to make peace with its largest advertisers, especially the biggest, Booking Holdings. These peace overtures seem to be working for now, but metasearch and advertising can be very … [Read more…]

Google Hotels Prompts Trivago to Increase Advertising in 50 Global Markets

Trivago is experimenting with new TV ad concepts, including having its actor spokespeople merely narrate spots instead of appearing in them. Trivago Skift Take: Google is eating the world. When metasearch sites such as Trivago see a strategic benefit in increasing their advertising in Google metasearch, it’s not only enough to make your head spin, … [Read more…]