Hotel?

trivago
 ● Understanding Trivago

Agenda ● Brand positioning

● Buyer Persona
● Customer Journey
Understanding the Brand Trivago
What is trivago?
● Founded in 2005 in Dusseldorf, Germany.
● Leading metasearch company that compare hundreds of hotel and accommodation
deals.
● Currently, it captures more than 5 million hotels and alternative accommodation in
190 countries and 31 languages.
Target Audience
Global
audience:
60
Diverse age
countries
group: 20 to
60 years
Trivag
o
Digital
56% savvy
female travellers
and 44%
male
USP and Customer Sentiments
Customer Sentiment

USP

● Aggregated and compared real - time ● Net Promoter Score of 63.51. This indicates

pricing. that a majority of trivago’s customer would

● User friendly interface. recommend its services.

● Strong network and choice. ● Market share of 14% amongst all travel

● Wide selection of option. applications/websites

● Transparency and choice.

Source: https://www.numrcxm.com/post/travel-apps-makemytrip-oyo-trivago-and-more-which-scores-the-highest-in-customer-satisfaction#:~:text=PART%201%2D%20NET%20PROMOTER
%20SCORE,Trivago%20scored%2063.51
Services and expertises

● Hotel price comparison: it compare hotel prices from over 700,000 hotels and more

than 250 booking sites, help them find the best deals.

● Hotel review: it highlights third party reviews and provides its own proprietary

score, giving user a balanced view of each hotel.

● Hotel manager platform: this platform help hotelier enhance their business

positioning.
Trivago’s brand positioning:

Messaging Visual Identity Brand Consistency

centred around combination of several maintains brand

“Search Savvy, Feel elements, including a consistency through its
Super”. new logo,colour palette,
logo, a vibrant colour typography and other
palette, a custom elements.
typeface called Savvy
Grotesk,
and whimsical hand-
drawn illustrations.
Trivago’s content for target audience
Website content
● primary platform for
delivering content.
● provides comprehensive
information about hotel,
including prices,reviews and
high resolution images.
● blogs
Video content
● one of the most important
advertiser in the world for
producing video asset,
regrouping format, version,
different goals.
● similar concept as trivago
guy to make it interactive
Social media content
● all social media platform like
facebook, instagram, twitter,
linkedin etc. to create
interest among customer and
promote its brand.
● blog post and articles to give
valuable insight into the
travel industry.

Trivago’s touchpoints across platforms

● Online: website, mobile application, social media, email marketing, online advertisement.
● Offline: print and television advertisements, event and sponsorships, travel agency.
Major Global Competitors
Trivago : Brand Identity
Evolution of Trivago’s Logo
Current Logo of Trivago
Stylised Symbol of Trivago

The symbol aligns with trivago’s brand promise and signifies the positive experience and satisfaction that
user feel when they successfully use trivago’s product. In addition, these elements represent the trivago’s
promise i.e., ‘search savvy’ and ‘feel super’.
The Triad

trust,
color of responsibility,
excitement,
attention, power, honesty, loyalty,
energy, passion,
love and speed security, calmness,
and courage
and control
Ways of Savvy Grotesk
Global Reach

❏ S
upports several hundred languages, en
abling Trivago

FONT

Simple and distinctive Personality

While the font is simple and C

easy to read, it still stands ontemporary and characterful, aligni
out and is distinctive ng with trivago’s vibrant and exciting
culture
Major Marketing Campaigns
Trivago Guy

Breakthrough
Marketing Initiatives
Trivago Guy Repetitive Marketing

Breakthrough
Marketing Initiatives
Trivago Guy Repetitive Marketing

Breakthrough
Marketing Initiatives

AI Driven Campaign
Buyer Persona
Existing and Potential Buyers - An Introduction
● A buyer persona digs deeper into a subset of potential customers
● They share similar traits or reasons for purchasing
● Buyer Personas make it clear who in an industry would need a certain product or
service.
● A buyer persona is a detailed description of someone who represents your target
audience.
● Potential Buyers are buyers who are most likely to use your service.
● Existing Buyers are buyers who have already purchased and use your service.
Existing Buyer
Potential Buyer
Customer Journey
AIDA - Stage-wise Intervention by Trivago

AWARENESS DESIRE
INTEREST

ACTION
● Providing a seamless experience to customers.
● Compares prices from all the sites which lets
the customer choose the best price available.
Trivago’s Customer Journey
Customer becomes aware through various
advertising channels

Trivago gauges interest primarily through analysing

user interaction data, search queries, bookings and
reviews

Advertisements like Explore Paris luxury

stays at budget prices, book your dream
vacation

Offers various discounts on the the trip

customers are looking for, such as giving
30% discount on booking within an hour
To Improve Customer Journey

Trivago can do the following:

● Personalise their recommendation.

● Enhance user interface.

● Use Interactive features.

● Localise their content.

● Have social media engagement.

Conclusion

● Trivago has established itself as a leading global hotel search platform.

● It is reshaping the way travelers search for and compare hotels and other
accommodations.
● Its unique features are metasearch engine, proprietary scoring system, and global
reach, these unique features sets it apart from its competitors.
THANK YOU!!!

Efforts by:
Krishna Bansal
Palak Dubey
Prabhat Pallav
Yavnaa Gupta