Say goodbye to the Trivago girl! Check out the company’s new campaign
Move over, Trivago Girl, because there’s a new ad in town.
That’s right – if you loved the company’s trademark woman, we may have some bad news.
The much-loved ad was replaced earlier this week with a new, more modern campaign – which is more in tune with Trivago’s new “all-encompassing” visualisation.
To get the scoop on exactly what this new campaign means to Trivago, we spoke to Diana Vidovic, regional manager for Trivago, who said that whilst Trivago Girl isn’t gone for good just yet, she’s taking a hiatus.
“Trivago Girl, played by Australian Gabrielle Miller, has been phenomenally successful in building brand awareness and encouraging travellers to visit our website so that they can compare the different hotels on offer.
“However, over the last year we have been moving towards a more holistic approach focusing on the complete travel experience, rather than just price comparison, and these new ads have pre-tested highly for audience engagement,” she told TW.
The old campaign proved very popular among Aussies and the rest of the world, but Vidovic said the instructional video may have run its course in Australia.
“As opposed to Trivago Girl which is very instructional, come to the website, pick your dates, and here’s the price, the new ad is more inspirational right now and focused on a destination as opposed to just how to use the website,” she said.
“One of the things that we’ve seen is that Australians, rather than just wanting to be a tourist abroad or overseas, they’re wanting to be a part of the experience. We’ve seen that many travellers are not only price sensitive, it’s really more about finding your ideal hotel but also gaining all the benefits around it,” she said.
According to Phocuswright research, four out of five people participate in a tour, activity, ticketed event or attraction during their trip and two out of five people research these before they book their flights or accommodation.
Which is exactly why Trivago’s new ad is all about the experience.
“You’ve decided where you want to travel to, you’ve made a decision and now need a hotel,” she said.
“Whereas now, the new campaign is very inspirational at the beginning.”
The campaign, set in Thailand, was produced by Johnathon Laing, a kiwi who works in Trivago’s creative production team in Dusseldorf.
“When he first showed me the draft and I was listening to is and I was like ‘oh this guy’s voice is amazing we should totally have his voice in the spot’. So I contacted Johnathan because I thought that it would fit the Australian market,” Vidovic explained.
The new campaign highlights Trivago’s filters – not just the obvious ones like free wifi, air conditioning, close to beach, or swimming pool – but also by typing in features like ‘sailing’, ‘hiking trail,’ ‘honeymoon,’ or even ‘party people’, which have been made more prominent on the website.
Trivago has also introduced accommodation options from holiday home website Stayz,
“In the past we were focused on just mainly comparing hotels but now another way that we’re trying to be more all-encompassing is by including other alternative accommodation partners,” Vidovic said.
And whilst Trivago has only partnered with HomeAway (who recently bought out Stayz) for now, Vidovic said that the company is “very open” to partnering with Airbnb in the future too.
“If you want to search for different types of accommodation like a serviced apartment, holiday home, then you can also make it available in the search because we’ve also seen that what is the definition of a hotel anymore has become so broad,” she said.
Including other forms of accommodation is all part of Trivago’s mission to be all-encompassing, which Vidovic said will help position the company as “travel experts” in the industry.
“In the past we were more of a hotel expert, and we were advising our consumers on the best way to use a website to get the hotel that they want. Whereas now it’ll kind of flip us around to the front.
“Say someone is thinking of going on a holiday next weekend, if they want more inspiration they can go to Trivago and start searching and thinking of ideas about where is the best place to stay.
“We also have another product called the Trivago Magazine, and this is our blog. On here we feature a lot of different boutique hotels, like really unique things like the Hello Kitty hotel in Japan. So this is another area where we are trying to position ourselves more as a travel expert,” Vidovic said.
Watch this space, though, because Trivago Girl isn’t gone forever yet.
“We’re seeing people using metasearches to find other factors like wanting to find the best experience they can get. So that was the main reason for the shift,” Vidovic said.
“That doesn’t mean the Trivago Girl is gone. We are always testing different options.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
-
Latest comments
Latest News
Linkd appoints Carolyn Nightingale and Lawson Dibb to new roles
Linkd Tourism sings praises of Carolyn Nightingale and dubs Lawson Dibb as Kyushu Tourism Office guru.
Celebrity Ascent makes its European debut
Choosing to cruise this northern summer? Celebrity Ascent promises to raise the bar.
NCL opens sales for Norwegian Sun’s APAC debut, announces 14 new voyages
It was to be 13 new voyages we heard, but given the numbers unlucky nature, an extra had to be thought up.
Inside Travel Group appoints Tom Welland Global Trade Marketing Manager
Heidi's Tom Welland heads to Inside Travel Group as its new Global Trade Marketing Manager.
Federal Government rolls out $1.4m program to promote careers in tourism across regional NSW
The Government taking a break from some of its pointier issues with some work in our incredible industry!
Australian visitors to South Korea surge
Japanned out? Aussies are adding South Korea to their bucket list.
G Adventures celebrates Dr. Jane Goodall’s 90th with new wildlife-focused trips
Fancy yourself as a bit of a conservationist? Put your skills to the test on the Jane Goodall collection.
Virgin Australia says suspended flights to Bali result of Boeing MAX delays
If only we had a company like Boeing to blame our mistakes on. Any takers? Get in touch!
Airline Review: Singapore Airlines Business Class – A380-800
The iconic Singapore Airlines' A380-800 is in a class of its own - business class that is.
South African Airways to relaunch Joburg – Perth flights as economic ties strengthen
Bringing two of the world's most distinctive accents closer together, for good or for bad is yet to be determined.
My journey: Before becoming a travel agent I was… a palliative care nurse
Australind Travel & Cruise, Travellers Choice member Saibra Twigg reveals her life as paediatric nurse then to palliative care before a career leap to travel agent. How did you become a palliative care nurse? ST I went straight from school in nursing and initially specialised in paediatrics, working at Perth’s Princess Margaret Hospital for Children. […]
Emirates unveils future plans with new hub at Al Maktoum International Airport
We've also been looking into our future. It involves plenty of famils, we hope.
Australia fails to make top 10 destination list for American travellers
Australia's top cities have failed to make the grade with American travellers this northern summer, with no local city in the top.
APT Launches 2025 Asia Adventures
APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
I’ll miss you Trivago Girl (Gabrielle Miller). Hope you are back soon.