trivago, the world's largest hotel metasearch, invites independent hoteliers to apply for an open beta of trivago Direct Connect (tDC). trivago aims to extend its price comparison capabilities for its 120 million monthly users by advertising even more rates from OTAs, chains and – now with a stronger focus – independent hotels. trivago Direct Connect enables independent hoteliers to publish their website rates on their trivago hotel profiles, helping them to increase direct bookings and maintain independence from other distribution channels. Hoteliers can apply for access to a simple campaign management tool within trivago Hotel Manager, allowing them to run their own cost-per-click (CPC) marketing campaigns. CPC marketing campaigns made easy “We understand that managing CPC marketing campaigns is a young discipline for many hoteliers” says Johannes Thomas, Managing Director responsible for Hotel Relations at trivago. “For this reason, we are focusing on building an intuitive product that is easy to grasp, so hoteliers can also manage their direct campaigns themselves. We have worked on this together with selected hotels in Germany in a closed beta for about a year. Now we are extending the program to an open beta, in order to get more feedback and further understand how to make the product work best for hoteliers”. The hotelier is provided with three key features: analytics so they can keep an eye on their performance, a budget-capping functionality which secures full financial control, and auto-optimised CPC management to save time. A booking engine developed by trivago is also available at no additional cost. The booking engine is optimised for booking conversion, which is critical for a successful campaign on trivago. trivago strives to provide travellers with all bookable rates available online. “The direct rate is especially important to our users, as this is the most trusted and preferred rate, particularly if it is competitive,” says Thomas. “Nowadays, the hotel website and phone number need visibility on the right marketing channels. trivago Direct Connect allows hoteliers to promote their own booking channels with little effort,” he continues. How hotels benefit from trivago Direct Connect Hotel chains have been able to set up a trivago Direct Connect campaign through their connectivity providers since 2009. Over 120 hotel chains currently run a Direct Connect campaign on trivago, including Marriott, Accor, IHG, Hilton, Starwood, NH and a range of other local brands. The service continues to be available for independent hoteliers through agencies, such as myhotelshop, which enables connectivity with trivago and manages the CPC campaign for the hotel. “We have brought more than 1,300 hotels live on trivago Direct Connect and are seeing very promising results with a constant increase in the direct booking share,” says Ullrich Kastner, Managing Director of myhotelshop. Independent hotels are also seeing profound results from their campaigns. “We have been able to significantly strengthen our direct channel and are currently running our Direct Connect campaign at a distribution cost of less than 15%,” says Martin Stürzer, General Manager of Hotel Europäischer Hof in Munich. trivago invites hotels as well as connectivity providers to apply Independent hoteliers, connectivity providers and marketing agencies are invited to apply for the open beta of trivago Direct Connect. The application period is open for a limited time only. Priority will be given to those who apply first, and participation is subject to eligibility. Travellers find their ideal hotel for the best price on trivago. With aggregated data from over 250 booking sites, trivago is the world’s largest hotel metasearch, serving 120 million visitors per month, and receiving 4 million search requests per day. trivago Hotel Manager (tHM) was created as a free online platform to help hoteliers easily manage and build a unique hotel profile on trivago in order to rank higher in the search results. trivago Hotel Manager provides a variety of free and paid marketing solutions allowing any type of hotel to improve their performance, thus turning trivago users into customers. trivago Hotel Manager was launched in Germany in September, 2008. The platform currently operates in eight languages, across 17 countries. To find out more or register as a hotelier, visit http://www.trivago.co.uk/hotelmanager/directconnect