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
Collette special offers across peak northern summer season
Global tour operator Collette has announced a series of special offers on selected dates across a range of tours in the peak northern hemisphere 2024 summer season. Greece The offers include ‘Greece & Its Islands’ features classics such as the Parthenon as well as the picturesque islands of Mykonos and Santorini. A saving of $700 […]
Air India and All Nippon codeshare between the two countries
Air India and All Nippon Airways have signed a codeshare agreement connecting their networks. The new commercial partnership will provide more travel opportunities for customers of both India’s leading global airline and the largest Japan’s largest carrier. Effective from 23rd May, the Air India and All Nippon Airways agreement will see passengers fly to their […]
A&K offers minimum 18 weeks paid parental leave
A&K Travel Group will now provide a minimum of 18 weeks paid parental leave for both care-givers, setting a new standard for the travel industry. By providing 18 weeks of paid time off for all new parents, regardless of gender, A&K Travel Group is not only enabling parents to spend valuable time with their newborns […]
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 […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
I’ll miss you Trivago Girl (Gabrielle Miller). Hope you are back soon.