Online-Technology

for hoteliers:

Challenges and solutions

ITB 06. March 2018

raissa.benchoufi@trivago.com

Industry Manager DACH trivago Düsseldorf

Raissa Benchoufi

Stay connected:

trivago Hotel Manager Blog

3

Agenda

What is metasearch?

Technology is changing the world!

Our tips: how to use technology effectively

What is metasearch?

Destination Filters Ideal Hotel Booking

How is metasearch used by the guests?

1 3 4 2

6

Ways of distribution

Your ideal Hotel

Hotel website

direct bookings

indirect

bookings

Marketing/Advertisement

(Metasearch, Offline,

SEO, SEM)

7

1 out of 2 travellers uses

metasearch to find their

ideal hotel.

Source: Phocuswright Report, "Search, Shop, Buy: The New Digital Funnel. June 2015”

1.8 million hotels

400+ booking sites

2.0 billion visits per year

55 localized websites

Last 12 months (until 31.12.2017)

Technology is

changing the world

2010 2015 2020 2025

Offline Bookings Online Bookings

10

Online-Bookings are overtaking offline-bookings

Source: Phocuswright-Study Global Online Travel Overview Fourth Edition, 2016

Current

situation

Estimated

Direct Bookings

11

The 3 technology obstacles hoteliers are

up against

Our 1st Tip:

Stay Up-To-Date

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Steps to embrace technology

1. Education and trainings:

Webinars, seminars etc.

2. Stay Up-To-Date

3. Accept change

4. Find solutions

Our 2nd Tip:

How to capitalize on the

traveller's online journey

15

Capitalize on every stage of the online journey

Be discovered Be booked Be remembered

on metasearch. with an easy

booking process.

by offering a great

guest experience.

16

Make yourself stand out on metasearch

- Stage 1

• Use data • Generate direct bookings Be discovered

on metasearch.

17

Top destinations

Berlin

Hamburg

Munich

Berlin

Düsseldorf

Cologne

Munich

Berlin

Hamburg

Berlin

Munich

Hamburg

1st Germany 2nd Netherlands 3rd Switzerland 4th UK

Most guests visiting Germany come from...

Most popular destinations for travellers from these countries are...

Average clicked price for a hotel room per night...

115,22 Euro

116,88 Euro

142,77 Euro

120,76 Euro

Average maximum that was put for price filters...

135,98 Euro

145,15 Euro

163,57 Euro

156,15 Euro

Average duration of stay is 3 days

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The most common filters used by travellers

searching for hotels in Germany

Breakfast

47 %

Spa

18 %

Pool

15 %

Free Wifi

16 %

Filters, that are important for...

Spa Free Wifi Pool

Germany & Switzerland

USA & Spain UK & Denmark

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Make yourself stand out on metasearch

- Stage 1

Be discovered

on metasearch.

• Use data

• Generate direct bookings

20

Direct bookings matter

2010 2015 2020 2025

Offline Bookings Online Bookings Direct Bookings

Source: Phocuswright-Study Global Online Travel Overview Fourth Edition, 2016

21

Capitalize on every stage of the online journey

- Stage 2 & 3

Be booked Be remembered

with an easy

booking process. by offering a great

guest experience.

• Property Management

System (PMS)

• Booking Engine

• Optimized Website

• Channel Manager

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Capitalize on every stage of the online journey

Be booked. Be remembered.

trivago Hotel Manager:

Basic

PRO

Rate Connect

Base7:

Booking Engine

Property Management System

Be discovered.

www.trivago.com/hotelmanager