Listing Management

Expert Insight: Should Your Hotel Be Listed on Discount Sites?

SweetIq traveler with luggag

Discount websites like Trivago may help you get seen by customers that wouldn’t otherwise find you. We find out whether or not it’s worth it for you.

Trivago claims to be the largest hotel search around, reportedly allowing users to compare rates for more than 1,000,000 hotels. It also boasts an impressive 1.4 billion visits per year. 

Conceived in 2004 and launched in 2005, Trivago has enjoyed rapid growth. In 2013, American travel giant Expedia bought a $632 million pound controlling stake in Trivago, and the hotel comparison site has been evolving ever since. In fact, in 2015, the company launched a feature catered toward small brand hotels through offering guidance on website optimization, technical solutions, and more.

So, if you are a hotel owner, what does this mean to you? Is it worth your time and energy to opt into Trivago? Let’s consider.

Here’s How Trivago Works

To enable users to compare prices of hotels worldwide reliably, Trivago relies on pricing and availability data supplied by over 300+ booking sites. With millions of hotel reviews obtained from other travel sites like Hotels.com, Expedia and Ebookers, not to mention location information, users can customize their search by price, rating, popularity and distance.

Additionally, with hundreds of search filters available, users can refine their hotel search experience even further. Star rating, hotel size, Wi-Fi, pool, breakfast, spa, table tennis, hairdryer, mini-bar, the list of choices are vast.

Essentially, Trivago is a search engine and generates income from leads linking to booking sites.

Trivago allows hoteliers to promote their properties for free after registering their hotels. The owners of these hotels can add or update their hotel’s contact information, photographs, descriptions and respond to reviews left by customers.

Additionally, registered hoteliers receive a regular newsletter from Trivago containing tips and advice on how to improve online visibility and prominence.

Trivago, For All Brands

We spoke to a Trivago public relations officer, Denise Bartlett, find out how the hotel search engine works, profile of customers and potential benefits for hotels.

When asked about profile of customers Bartlett said, “As Trivago is a hotel search website, we do not store any personal information about our users. However, analysis of hotel searches between July 2013 and March 2014 showed that users primarily use Trivago for short duration trips: over 50% of searches on Trivago were for hotel stays of two nights or less.”

On whether hotels can expect significant increases in bookings after listing their hotel with Trivago, Bartlett said, “unfortunately we don’t track bookings to completion and can’t provide stats on increases in bookings. However, we do know that global traffic to Trivago has increased by 55% in the past year.”

Does this mean that hotels registered with Trivago have a distinct advantage over other hotels? “As Trivago is a hotel search site, it is often at the top of the funnel when users are looking for a hotel room – if a hotel is not listed on Trivago, it most likely will not be seen,” Bartlett said.

One of the foremost principles of marketing is that the place you choose to offer and promote your goods and services is of vital importance. Footfall (website traffic), competition and overheads are all major factors. With over 75 million users every month, it would appear that Trivago is an ideal place to promote your hotel.

However, hotels owners may be concerned by the fact that Trivago automatically sorts hotels by the cheapest price. Does that mean that Trivago or other discount websites are not suitable for higher end hotels? Apparently not. Some of the world’s most famous hotels are listed on the website.

The Ritz, The Savoy, Trump Soho and other well renowned hotels are all listed, proving that hotel owners appreciate the value of having a presence on Trivago and similar discount sites.

Optimize Your Trivago Presence

Bartlett had some pointers for hoteliers who are looking to use Trivago to their advantage.

“Full hotel profiles are the most important factor in maximizing bookings. Hoteliers are able to log on to trivago’s free ‘Hotel Manager’ tool in order to upload hotel images, edit the hotel description, respond to reviews and provide contact information.”

“Not only does a complete hotel profile look more attractive to users, but the hotel will be listed higher on Trivago – for example move from the second to the first page of search results. As 63% of click-outs (when a user clicks from Trivago to a booking site) occur on the first page, visibility is extremely important.”

In conclusion, our findings indicate that hotels should opt in to be listed on discount sites like Trivago. Traffic, and potential visibility mean that being listed is likely to enhance your reputation.

Book a demo now to find out how SweetIQ’s local marketing platform can help you manage your hotel’s listings.

BOOK A DEMO: Ready to drive more customers to your business locations?

Image description
show comments form

Leave a Reply

Your email address will not be published. Required fields are marked *