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Trivago Analysis

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Alejandro López

on 28 February 2016

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Transcript of Trivago Analysis

What are the business objectives of Trivago?
Trivago is a web site which main objective is to search and compare in real time prices of hotels offered by different travel agencies, reservation centers or the hotels themselves. This information can be confirmed in the section “2. Services and Contract” of their Terms and Conditions.
How do they make their money?
Considering that inside the web site there are no ads at all (banners, popups…), but for the hotels showed after the users search, we can understand that Trivago follows a Cost-Per-Click (CPC) or Cost-Per-Acquisition (CPA) model. I confirmed these assumptions in the interview made by The Guardian to Malte Siewart (Trivago's finance and business development head) where he said that Trivago makes money through their “advertising partners”.
http://goo.gl/QW22iD
To access the interview, please click the link below:
Good and bad points of the user experience
Positive
Clean interface
Big amount of hotels offered
Share option
Detailed information of hotel services and its location
Intuitive and fast filter system
Negative
Even though users can give their feedback about the hotels, it is done filling up a questionnaire instead of writing down what they exactly want to say
The pictures showing the hotels are clearly made by the hotels. This can lead to trust problems
Who are their main competitors and how does the site compare to them?
The Trivago’s main competitors are:
Other secondary competitors to have in mind are:
Tripadvisor, Holidaycheck and Trivago are solely hotel offers searchers, but the first two want to create a community around their web site and Trivago just gives information.
Actually, Holidaycheck is half way between Tripadvisor and Trivago because you can see more social interactions with customers compared to Trivago since registered users can write reviews and city guides, but that’s it.
How does it perform on a tablet or mobile device?
Trivago is fully adapted to tablets and mobile devices. The only differences I could find were:
The smartphone version has the filter section hidden until the user selects the “Filters” tab, due to the smaller smartphone screen.
Response speed in the smartphone version (at least in mine) is slower than in a tablet or desktop.
How is the brand using other activities, such as social media, to build its audience?
Trivago is present in the main social media platforms (Facebook, Twitter, Instagram, Flickr, YouTube and Pinterest).
How is the brand using other activities, such as social media, to build its audience?
Facebook and Twitter are mainly used to generate interesting content related to trips. Instagram, Flickr and Pinterest are used to upload photos provided by brand related users or employees. YouTube is mainly used to upload promotional videos of the company.
How are competitors using social media sites more successfully than Not Just a Label?
We can understand Tripadvisor as a 2.0 site, since its Facebook integration system is fuelled by the content created by their users (“prosumers”) and creates a return. They use the same social media platforms as Trivago but they only need to show a small “Follow Us” button of Facebook and Twitter, while Trivago has to include all their social media platforms to call to action.
How are competitors using social media sites more successfully than Not Just a Label?
On the other hand, Holidaycheck is completely the opposite. They have Facebook, Twitter and Pinterest but they don’t show any link on their web sites (you can only find a small Facebook “Like” button).
What else can you find out about the brand and their online activities?
Conventional actions or “Above the line”
Trivago has developed many well recognized television campaigns. We can mainly differentiate 3 ways to address their target in their television ads:
“Trivago man.” An actor explains in a few easy steps the advantages of using the Trivago’s services
“Same experience, two prices.” In this series of ads we can see how a couple met thanks to Trivago
“Trivago knows everything about hotels.” Using humour for this ad, Trivago shows us peculiar stories alleged to happen in hotels, finishing with their claim “We know this because we know everything about hotels”
In case it doesn’t work, use the following link:
http://goo.gl/U6UlnD
In case it doesn’t work, use the following link:
http://goo.gl/iur1mU
In case it doesn’t work, use the following link:
http://goo.gl/Dl6kUH
What else can you find out about the brand and their online activities?
Non-conventional actions or “Below the line”
Trivago also sends press releases with interesting information to the media they address in order to have it published by the newspapers appearing as the source
You can also get know Trivago news through the press section on their web site
If we search through the Internet we can also find some graphic pieces that show the features of the web site, including the URL and its availability as a smartphone app both in the App Store and Google Play
Last but not least, Trivago also promotes itself on other web sites through Google ad server campaigns
To access the interview, please click the link below:
http://goo.gl/pddCUH
To access the interview, please click the link below:
http://company.trivago.co.uk/press/
Discover key word searches relevant to the brand –which are the most popular and least?
Most popular key words:
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Hotel
-
Hotels
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Booking
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Trivago

Hotel search
Trivago search
Least popular key words:
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Destinations
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Hotel trivago
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Trivago hotels
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Find hotel

Using Alexa.com how does the site rank against the main competitors?
1. Tripadvisor – Global Rank: 1,228 / Rank in UK: 46
2. Trivago – Global Rank: 10,268 / Rank in UK: 233
3. Travelsupermarket – Global Rank: 21,180 / Rank in UK: 597
4. Kayak – Global Rank: 23,090 / Rank in UK: 686
5. Holidaycheck – Global Rank: 53,770 / Rank in Germany: 3,526

What are your main SEO recommendations based on the SEO results?
According with the found.co.uk analysis:
- Create a site map to optimize the SEO and include it in robot.txt
- The HTML size could be optimized so it is smaller than 30 KB to improve the loading speed of the web site, although maybe this would be really difficult to reach
- Improve the hierarchy of “H” HTML tags (h1, h2, h3...) to prevent the proliferation of H1 tags so the web crawler can pay more attention to the real content of the web site
According to the analysis carried out by site-analyzer.com:
- There is no page title
- Not all the images have an alternative text description
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