Axel Hefer travel tips

Trivago has brought back a key executive from its December 2016 IPO – there are now four leaders from the old guard running the Germany-based hotel metasearch outfit.

Trivago built a global brand as a place to find hotel deals in the years leading up to its 2016 IPO based on a blitz of TV advertising. You couldn’t avoid the Trivago Guy on U.S. TV, and his male and female counterparts were equally ubiquitous in markets from Germany to Australia.

Travel metasearch company Trivago said on Tuesday that Johannes Thomas had become CEO and Managing Director, succeeding Axel Hefer, as the company struggles to return to its pre-IPO glory days.

Trivago is continuing to focus on investment into the company, sacrificing some return on investment in the short term for what it’s aiming will make the company more competitive in the future. 

Three key Trivago executives rejoined the company in May just as Google was launching a new advertising unit to attract hotel bookings. Trivago didn’t advertise in the new product, unlike brands such as Booking.com, Priceline, Expedia and Homewood Suites, and Trivago’s absence negatively impacted its second quarter financial results.