Australian expansion a priority for Trivago

By admin


Hotel metasearch site Trivago is ramping up its presence in the Australian market with a multi-channel advertising campaign already underway and an Australian office potentially on the cards.

The Dusseldorf-based company, which launched in 2005, is now present in 45 markets and is particularly strong in the UK, Germany, Spain and Italy.

It recently launched into the US and Canada, with developing its presence across Latin America and Asia Pacific now a priority.

Following its Australian launch last year, Trivago has rapidly strengthened its foothold in the Australian market by leveraging its global hotel coverage and a high number of booking sites. It has also been running a TVC across Australian television networks since the start of the year.

However, Australia and New Zealand head Benjamin Moller-Butcher stressed it is difficult to gauge growth with a figure.

“As Trivago is relatively new in Australia, growth rates are changing rapidly and vary each month,” he told Travel Today.

Metasearch itself remains a relatively new concept, but it is rapidly gaining traction globally and in Australia. TripAdvisor, one of the world’s most popular online players, recently introduced a metasearch facility – a sign of its increasing importance in the modern online landscape.

“We can see that although it is a growing concept, there has been a quick understanding of how meta works and that users are coming back to use the site regularly, whether that be for short business trips or looking for hotels on longer holidays,” Moller-Butcher said.

While other metasearch sites such as HotelsCombined and Wego have been established in the Australian market for some time, he is confident there is room for another contender.

“A lot of competitors are stronger in or focus on multiple elements such as flights or packages where we only focus on hotels," he said.

Moller-Butcher underlined the company's commitment to Australia, with many Australians working at its head office in Dusseldorf, and hinted a local office could be on the cards down the line.

"When the time is right, we will look to what's needed for each market we work within."

Latest News

  • Aviation

Top four airports report return to profit after post-Covid period comes to an end

The aeronautical operations of Brisbane, Melbourne, Perth and Sydney airports returned to profit in 2022-23, the first full financial year since the end of COVID-19 travel restrictions, the ACCC’s latest Airport Monitoring Report shows. In contrast, all four monitored airports reported losses on their aeronautical operations in 2021-22. A return to profit was helped by […]

  • Luxury

COMO launches new family-sized farmhouse in the heart of Tuscany

COMO Hotels and Resorts has launched its new farmhouse apartments in the heart of Tuscany, just in time for Australians to escape our wet winter. And it’s also an ideal time for Aussies of Italian ancestry to explore their home country as 2024 has been declared the year of Roots and Heritage Tourism by the […]

  • Aviation

Green light, green fuel for Townsville Airport as passenger numbers set to double to 3.7m

The Townsville Airport Master Plan, including the expansion of the airport terminal and development of the surrounding precinct, has been given the green light by the Federal Government. The 2023 plan outlined Townsville Airport’s strategic vision and growth objectives over the next two decades, with a detailed focus on the initial eight years. Townsville Airport […]

  • Destinations
  • News

New Caledonia in lockdown and airport closed after violent riots rock Noumea

New Caledonia officials have announced a 6pm-6am curfew, a liquor ban and have closed the country’s main airport after overnight riots in which vehicles were torched and roads blocked in the wake of proposed constitutional reforms. Australian Government website Smartraveller has issued an alert informing visitors to exercise a high degree of caution in metropolitan […]