Trivago tips

Trivago is rolling out its first major brand advertising campaign since the company changed its leadership seven months ago, and the multi-country ad blitz replaces its roster of professional pitch people with one actor who speaks numerous languages thanks to the power of AI.

About five months after debuting a global ad campaign that used AI to enable its pitchman to speak in multiple languages for different markets, Trivago is testing new commercials in the U.S.

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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.

In an effort to combat the hold that online travel agencies have on the hotel market, Trivago is focusing on building a capability for direct access between hotels and travelers. 

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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. 

There is no doubt that Booking.com is the dominant hotel room seller among online travel agencies in Europe. It is also apparent that the European Commission is acutely focused on limiting Booking’s grip.

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.

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