Trivago

The company was founded in Düsseldorf, Germany, in January 2005.{{Cite web|title=Our Story|url=https://company.trivago.com/our-story/|website=trivago.com|access-date=2021-11-15|archive-date=2020-10-01|archive-url=https://web.archive.org/web/20201001065255/https://company.trivago.com/our-story/|url-status=dead}} Seeing an opportunity in the hotel search space, the founding team developed Germany's first hotel search engine. Shortly after launch, Stephan Stubner resigned as Managing Director, but the three other founders (Rolf Schrömgens, Peter Vinnemeier and Malte Siewert) remained.{{cite web |first=Elisabeth |last=Neuhaus |url=http://www.gruenderszene.de/allgemein/trivago-rolf-schromgens-ranking-2015 |title=Trivago, auf leisen Sohlen |website=Grunderszene |access-date=2018-03-13}}

Initially, Trivago received €1 million from investors, including the Samwer brothers,{{who|date=March 2018}} Florian Heinemann, and Christian Vollmann. In 2007, Trivago received US$1.14 million in Series B funding from the British company HOWZAT media LLP.{{cite web |url=http://www.stellantpartners.com/en/howzat-media-invests-in-trivago-the-german-based-travel-website-focused-on-hotels-reviews-community |title=HOWZAT media invests in Trivago, the German-based travel website focused on hotels, reviews & community |website=Stellant Partners |date=January 14, 2008 |access-date=2018-03-13 |archive-date=2018-04-15 |archive-url=https://web.archive.org/web/20180415163855/http://www.stellantpartners.com/en/howzat-media-invests-in-trivago-the-german-based-travel-website-focused-on-hotels-reviews-community |url-status=dead }} In December 2010, Trivago sold a quarter of the company for US$52.86 million to a US investment fund, Insight Venture Partners.{{cite web |first=Justin |last=Wimmer |url=http://www.gruenderszene.de/news/trivago-insight-160-millionen |title=Insight steigt zu 160-Millionen-Bewertung bei Trivago ein |website=Grunderszene |date=April 5, 2011 |access-date=2018-03-13}}

In December 2012, Expedia, an American travel company, announced that it would acquire a stake in Trivago for $632 million.{{Cite news |last=Jacobs |first=Karen |url=https://www.reuters.com/article/us-expedia-trivago-idUSBRE8BK0RY20121221|title=Expedia to acquire stake in German hotel site|date=December 12, 2016|website=Reuters |access-date=2017-02-21}} The deal was completed in 2013.

In December 2014, Trivago acquired mobile app product and development company Rheinfabrik. After the acquisition, Rheinfabrik remains independent from Trivago in its work.{{cite web |first=Macher |last=Vom Rhein |work=RP Online |url=http://www.rp-online.de/nrw/staedte/duesseldorf/duesseldorf-mit-29-jahren-den-exit-geschafft-aid-1.5440333 |title=Mit 29 Jahren den 'Exit' geschafft |date=October 2, 2015 |access-date=2018-03-13}}

In 2015, Trivago reported more than US$500 million in revenue.{{cite web |url=http://www.hospitalitynet.org/news/4074096.html |work=HospitalityNet |title=Trivago Unveils Plans for New Global Campus |date=February 2, 2016 |access-date=2018-03-13}}

In March 2016, Trivago announced it had acquired a portion of Cloud-PMS company Base7booking.{{cite web |first=Dennis |last=Schaal |url=https://skift.com/2016/03/01/trivago-acquisition-of-hotel-tech-startup-highlights-evolution-of-booking-sites/ |work=Skift |title=Trivago Acquisition of Hotel-Tech Startup Highlights Evolution of Booking Sites |date=March 1, 2016 |access-date=2018-03-13}}

On December 16, 2016, Trivago became publicly traded on the American NASDAQ exchange under the ticker symbol TRVG.{{cite web |url=http://www.nasdaq.com/symbol/trvg |title=Trivago N.V. American Depositary Shares Quote & Summary Data |website=NASDAQ |access-date=2018-03-13}}{{Cite web|url=http://fortune.com/2016/11/14/expedia-hotel-trivago-ipo/|title=Expedia's Hotel Search Service Trivago Plans IPO|website=Fortune |access-date=2017-02-21 |date=November 14, 2016 |agency=Reuters}}{{Cite web|url=https://techcrunch.com/2016/12/16/trivago-closes-up-8-in-public-debut/|title=Trivago closes up 8% in public debut|last=Roof|first=Katie|website=TechCrunch|access-date=2017-02-21 |date=December 16, 2016}}

On November 5, 2019, CEO Rolf Schrömgens announced he will step down at the end of the year and be replaced by Chief Financial Officer Axel Hefer.{{Cite web|title=Trivago-CFO Axel Hefer wird CEO|url=https://www.finance-magazin.de/cfo/cfo-wechsel/trivago-cfo-axel-hefer-wird-ceo-2047991/|access-date=2021-02-01|website=www.finance-magazin.de|language=de}}

Due to the COVID-19 pandemic, Trivago 2020 had to cut many jobs. In March 2020, sales had fallen by 95% compared to the previous year.{{Cite web|title=Tourismuskrise: Trivago baut massiv Stellen ab|url=https://www.handelsblatt.com/unternehmen/dienstleister/tourismuskrise-trivago-baut-massiv-stellen-ab/25782686.html|access-date=2021-02-01|website=www.handelsblatt.com|language=de}}

In January 2021, Trivago acquired weekend.com, a startup focused on finding travelers inspirational weekend getaway packages.{{cite web |url=https://ir.trivago.com/news-releases/news-release-details/trivago-acquired-weekendcom |title=Trivago Acquired weekend.com |date=2021-01-13 |accessdate=2022-06-01 |quote= |publisher= }}

In May 2021, Trivago joined Chelsea Football Club as the club's Official Training Wear Partner.{{cite web |url=https://ir.trivago.com/news-releases/news-release-details/trivago-joins-chelsea-football-club-official-training-wear |title=Trivago Joins Chelsea Football Club as Official Training Wear Partner |date=2021-05-19 |accessdate=2022-06-01 |quote= |publisher= }}

Trivago is headquartered in Düsseldorf, where the international operations are conducted and 100% of the company's employees work.

As a hotel price comparison website, Trivago makes money from advertising partners primarily using a cost-per-click (CPC) business model. Booking platforms, hoteliers and other providers list rates and advertise on the Trivago site, paying for the clicks received from Trivago users.

Trivago also offers free and fee-based versions of its Hotel Manager product, which hoteliers use to market their facilities on the Trivago site.{{cite web |url=http://hotelmarketing.com/index.php/content/article/trivago_helps_hotels_manage_online_presence#sthash.hxmbzWTZ.dpuf |website=Hotel Marketing |title=Trivago helps hotels manage online presence}} Trivago claims to be the world's largest online hotel search site, comparing rates from over 1 million hotels and more than 250 booking sites worldwide.{{citation needed|date=November 2021}} Since their majority shareholder is Expedia, the effort is to direct bookings to their sites by way of various "adjustments" to how other sites' rates are perceived.

• Trivago app{{cite web |url=http://mashable.com/2013/11/01/apps-for-money/#o4QT5GMBbgqW |work=Mashable |title=25 Apps to Save You Money}}
• Trivago Hotel Manager{{cite web |url=https://mercadocontinuo.com/2016/06/02/trivago-inaugura-oficinas-en-espana/ |website=Mercado Continuo |title=Trivago inaugura oficinas en España}}
• Hotel Manager Pro
• Rate Connect{{cite web |url=http://www.ahgz.de/unternehmen/trivago-startet-direct-connect-fuer-hotels,200012226869.html |website=AHGZ |title=Trivago startet Direct Connect für Hotels}}

The tRI aggregates all ratings for destinations listed on Trivago and ranks them between 0 and 100.{{cite web |url=https://edmontonjournal.com/business/commercial-real-estate/edmonton-hotels-fail-to-make-online-list-of-countrys-best |work=Edmonton Journal |title=Edmonton hotels fail to make online list of country's best}} The index includes criteria such as location, price, food, internet, room and facilities,{{cite web |url=http://www.lmneuquen.com/la-angostura-y-san-martin-se-destacan-su-hoteleria-n512598 |work=Imneuquen |title=La Angostura y San Martín se destacan por su hotelería}} and is used to create annual Trivago rankings and awards such as the Reputation Ranking,{{cite web |url=http://www.hotelnewsresource.com/article82002.html |work=Hotel News Resource |title=Trivago releases global hotel reputation ranking 2015}} Island Ranking,{{cite web |url=http://traveldailynews.gr/news/article/62036 |website=Travel Daily News |title=European Islands Trivago Reputation Ranking 2016}} Ski Ranking,{{cite web |url=http://www.tornosnews.gr/en/tourism-businesses/thematic-tourism/14499-trivago-6-greek-destinations-among-the-best-winter-skiing-resorts-in-the-world.html |website=Torno News |title=6 Greek destinations among best winter skiing resorts in the world}} the Top Hotel Awards,{{cite web |url=http://www.bathecho.co.uk/news/business/seven-bath-hotels-listed-in-trivagos-inaugural-top-hotel-awards-64437/ |website=Bath Echo |title=Seven Bath hotels listed in Trivago's inaugural Top Hotel Awards}} and the Best Value Destinations (based on an algorithm combining the tRI with price).{{cite web |url=http://www.huffingtonpost.com/trivago/the-25-best-value-cities_b_8189732.html |website=Huffington Post: The Blog |author=Trivago |title=The 25 Best Value Cities in the World |date=December 6, 2017 |access-date=2018-03-13}}

The Trivago Hotel Price Index (tHPI) displays the average overnight accommodation prices for the most popular cities worldwide. Prices are based on the cost of a standard double room, taken from over 2 million daily price inquiries over the past month.

File:Flag of Trivago (v1).svg

Trivago focuses on online marketing (SEM and display advertising), public relations and brand marketing (TV).{{cite web |url=http://turismoytecnologia.com/webs-destacadasnuevos-sitios-redes-y-portales-de-turismo/item/4318-trivago-es-uno-de-los-comparadores-de-precios-de-hoteles-mas-grandes-del-mundo-entrevista |website=Revista Turismo & Tecnología |title=Trivago es uno de los comparadores de precios de hoteles más grandes del mundo - Entrevista |language=es |access-date=2016-06-22 |archive-date=2021-09-27 |archive-url=https://web.archive.org/web/20210927142517/http://turismoytecnologia.com/webs-destacadasnuevos-sitios-redes-y-portales-de-turismo/item/4318-trivago-es-uno-de-los-comparadores-de-precios-de-hoteles-mas-grandes-del-mundo-entrevista |url-status=dead }}

When the company aired its first U.S. TV advertisement in 2012, the ad's spokesman inspired a trending Twitter hashtag, #Trivagoguy, based on his unusual look.{{cite web |last=Harold |first=Kelly |url=https://abcnews.go.com/Entertainment/trivago-guy-youve/story?id=34637189 |website=ABC News |title=The Trivago Guy As You've Never Seen Him Before |date=October 22, 2015 |access-date=2018-03-13}}

According to Rolling Stone, Trivago "wanted someone real, approachable and genuine" when it chose actor Tim Williams to star in the ad. The Trivago guy became an unexpected celebrity, with some people noting his unbuttoned shirt and creepy nature, while others found his scruffy appearance and deep voice "inexplicably sexy".{{cite web |url=https://www.rollingstone.com/culture/news/whats-the-deal-with-the-trivago-guy-meet-tvs-sloppy-sexy-pitchman-20140731 |magazine=Rolling Stone |title=What's the Deal With the Trivago Guy? Meet TV's Sloppy, Sexy Pitchman}}

Trivago responded to the comments by launching a contest that invited people to give the Trivago guy a makeover.{{cite web |first=Susan |last=Krashinsky |date=August 28, 2014 |url=https://www.theglobeandmail.com/report-on-business/industry-news/marketing/trivago-spokesman-to-undergo-celebrity-makeover/article20262338/ |work=The Globe and Mail |title=Trivago spokesman to undergo 'celebrity' makeover |access-date=2018-03-13}} (updated March 25, 2017) The Trivago guy inspired parodies, fan fiction and a large gay following.{{cite web |url=http://www.elle.com/culture/movies-tv/q-and-a/a27797/trivago-man-interview/ |work=Elle |title=You're Not the Only One With a Crush on Trivago Guy}}

Many commenters asked why Trivago chose not to have the actor wear a belt. According to the actor, that was an accident. "Unfortunately none of the belts fit the belt loops that I had on," Williams said. "I think that was probably the best break we could have gotten." Following the large response for the U.S. Trivago guy, the company decided to create French and Spanish Trivago guys.

From 2016 until June 2017, the French actor Mehdi Nebbou was the German Trivago guy.

For Latin America (the whole Spanish-speaking region) Trivago's commercials are presented by Spanish actor Gonzalo Peña. In Brazil, the man shown on screen is the well-known actor and model Willian Mello.

In 2016, the company aired ads in India with Abhinav Kumar. Abhinav became popular and an internet sensation for his role in ubiquitous Trivago ads in India.{{cite web |title=Who is Trivago ad guy: Meet Abhinav Kumar; this man has become internet sensation now |url=https://www.financialexpress.com/india-news/who-is-trivago-ad-guy-meet-abhinav-kumar-the-man-who-has-become-internet-sensation/786032/ |website=The Financial Express |date=29 July 2017}}{{cite web |last1=Taneja |first1=Parina |title=Trivago guy Abhinav Kumar reconnects with his father after 10 years, thanks to media |url=https://www.indiatvnews.com/buzz/news-trivago-guy-abhinav-kumar-reconnects-with-father-after-10-years-tweet-452408 |website=www.indiatvnews.com |language=en |date=12 July 2018}}{{cite news |title=Unveiling the mystery behind the Trivago man - ET BrandEquity |url=https://brandequity.economictimes.indiatimes.com/news/digital/unveiling-the-mystery-behind-the-trivago-man/57749054 |work=ETBrandEquity.com |language=en}}{{cite web |last1=Kapur |first1=Manavi |title=Trivago ad guy: Abhinav Kumar, the man who is an unlikely brand ambassador |url=https://www.business-standard.com/article/beyond-business/trivago-ad-guy-abhinav-kumar-the-man-who-is-an-unlikely-brand-ambassador-117082501117_1.html |website=Business Standard India |date=25 August 2017}}{{cite web |title=मालूम है, 'ट्रिवागो' के चाटू ऐड वाला ये आदमी कौन है? |url=https://www.thelallantop.com/bherant/abhinav-kumar-the-trivago-ad-guy-who-has-become-internet-sensation/ |website=LallanTop - News with most viral and Social Sharing Indian content on the web in Hindi |language=hi}}

In the United Kingdom, Trivago's advertisements are fronted by Australian actress and musician Gabrielle Miller.{{cite web |url=http://room5.trivago.com.au/who-is-the-trivago-girl/ |title=Who is the Trivago girl? 12 things you didn't know about Gabrielle Miller |website=Trivago Australia official website}}

In Japan, Trivago is represented in their TV commercials by singer/songwriter Natalie Emmons, who uses the pseudonym "Strae" in the United States.{{cite web |url=http://www.natalieemmons.com/profile |title=Natalie Emmons プロフィール (Japanese) |website=Natalie Emmons official website}} In Malaysia, actress and TV host Dahlia Shazwan has starred in Trivago's advertisements.{{cite web|url=http://www.astroawani.com/berita-hiburan/gadis-trivago-dahlia-shazwan-dapat-anak-perempuan-168808|title=Gadis Trivago Dahlia Shazwan dapat anak perempuan|website=Astroawani.com|access-date=18 April 2019}}

In August 2018, the Australian Competition & Consumer Commission (ACCC) instituted proceedings in the Federal Court of Australia against Trivago alleging that the company had made misleading representations on their Australian website and in their Australian television advertising. The ACCC case started in the Federal Court of Australia in September 2019.[https://www.smh.com.au/business/consumer-affairs/best-deals-on-trivago-were-its-best-advertisers-not-lowest-prices-accc-claims-20190909-p52pjw.html Hotels? Trivago's best deals were with best advertisers, ACCC claims] Sydney Morning Herald September 9, 2019

In January 2020, the Federal Court of Australia found that Trivago engaged in Australia in conduct that was or was likely to be misleading or deceptive and that therefore contravened Australian Consumer Law. The ACCC argued Trivago promised Australian customers impartial, objective and transparent hotel price comparisons which would allow them to quickly and easily identify the cheapest offer available whereas the listing of an offer on Trivago's Australian website was subject to the payment of a fee (Cost Per Click) by advertisers and whereas Trivago did not show the cheapest offer. The ACCC claimed Trivago failed to properly disclose its operating model and used misleading "strike-through" price comparisons that compared a more expensive luxury room with a standard room.

In April 2022, the Federal Court of Australia fined Trivago AUD44.7 million (plus legal costs) for misleading Australian consumers whereas the ACCC had pushed for a fine of at least AUD90 million. Justice Moshinsky of the Federal Court of Australia noted Trivago's breaches of the law were "extremely serious".{{cite news |author= David Chau and Michael Janda |agency= |title=Trivago fined $45 million for misleading customers on hotel pricing claims |url=https://www.abc.net.au/news/2022-04-22/trivago-fined-45-million-dollars-for-misleading-customers/101008006 |quote= |newspaper=Australian Broadcasting Corporation |date=2022-04-22 |access-date=2022-04-22 }}{{cite news |last1=Elmas |first1=Matthew |title=Australians warned about booking online after Trivago cops $44 million fine |url=https://thenewdaily.com.au/finance/finance-news/2022/04/22/trivago-online-booking/ |access-date=24 April 2022 |work=The New Daily |date=22 April 2022}}

In 2023, Trivago announced a significant transformation in its leadership structure, welcoming a team of accomplished travel industry executives, who played significant roles in the company's worldwide growth.

Trivago founder, Rolf Schrömgens, returned to the company as an advisor and joined the supervisory board. Johannes Thomas assumed the role of CEO and Managing Director, succeeding Axel Hefer, who chose not to extend his contract. Jasmine Ezz rejoined as Chief Marketing Officer and Andrej Lehnert as Chief Product Officer. {{Cite web |title=CEO Spotlight - Johannes Thomas of Trivago |url=https://www.phocuswire.com/ceo-spotlight-johannes-thomas-trivago |access-date=2025-03-31 |website=www.phocuswire.com |language=en}}{{Cite web |title=Axel Hefer leaves Trivago, former director appointed |url=https://www.phocuswire.com/axel-hefer-leaves-trivago-johannes-thomas-ceo |access-date=2025-03-31 |website=www.phocuswire.com |language=en}}

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Category:German companies established in 2005

Category:2013 mergers and acquisitions

Category:2016 initial public offerings

Category:Companies based in Düsseldorf

Category:Companies listed on the Nasdaq

Category:Expedia Group

Category:German subsidiaries of foreign companies

Category:German travel websites

Category:Hospitality companies established in 2005

Category:Information technology companies of Germany

Category:Internet properties established in 2005

Category:Metasearch engines

Category:Travel ticket search engines