Metasearch: key actors in tourism 2017-10-04 Metasearch: key actors in tourism The case of hospitality industry SEET 2017 - Belgrade

trivago?

A hotel booking website?

We do Compare hotels. Compare hotel rates (of bookings sites, chains, hotel websites).

through 1.8 million hotels In 1.4 billion sessions on over 200 booking sites 55 local websites our users searched from 5

Metasearch ? Search tool connecting to data bases to collect users’ search results in one single list

Industry is going Meta

Hospitality industry : overview in Europe Online penetration: 42 % by 2020 in Europe European hotel market: highly fragmented. 2/3 hotel room offered are from independent hotels New online players: private rentals Popularity of Metasearch Source: Phocuswright Independent Lodging Market (2015), European Online Travel Overview, 12th Edition (2016)

Source: Megatrends Defining Travel in 2016, Skift Magazine 38 Site Visits 50 Online Researches 12 Reviews read Source: Megatrends Defining Travel in 2016, Skift Magazine

Make online offers searcheable, visible and comprehensible OTAs and Hoteliers Travelers Professionals and DMOs Distribution Channels Independence Prices Ratings Services Data News Brand Awareness Reach more travelers How popular is Belgrade as a holiday destination this year? Find the ideal hotel in Belgrade

Μetasearch : key success factor for OTAs and hoteliers Increases domestic and global exposure Gives guests the opportunity to find your offers on a global scale Increases brand awareness Exposure in search results across multiple channels Increases independence Hoteliers can drive more direct bookings

Μetasearch engines: key success factor for OTAs and hoteliers Increases Revenues Maximizes Bookings Reduces Costs Large scale Exposure Multi-channels Direct bookings

MountVacation „As an OTA in a fragmented travel market I find it beneficial to be present on metasearch such as trivago. They gather all relevant stakeholders in one platform. It enables us to display our unique accommodation to the travellers around the world and to compete with global players.“ Dejan Romih Founder & CEO MountVacation

Meta means data Independent source of information Travel trends: relevant insights

Most popular cities in CEE this summer ? Serbia Slovenia Croatia Belgrade Niš Novi Sad 1) Ljubljana 2) Portorož 3) Bled Dubrovnik Split Opatija Search Period: 01/01/2017-13/05/2017 Summer – Travel Period: 01/06/217-31/08/2017

Traveler profile Search Period: 01/01/2017-13/05/217 Summer – Travel Period: 01/06/217-31/08/2017 Average prices for a standard double room

Corentine Aronica Valentin Haralovic Head of communication for Central & Eastern European markets, trivago corentine.aronica@trivago.com Valentin Haralovic Country developer for Central & Eastern European markets, trivago valentin.haralovic@trivago.com