Instead, Trivago identifies whether a customer is business or leisure, whether they are looking for a room for a weekend jaunt or a week long vacation, for an individual or a family, and then, based on that assessment, offers content more appropriate for that customer type. This could a picture of the pool, an offer for faster Wifi or information about nearby restaurants or tourist attractions. Trivago claims that the display of content specific to the customer type or trip type has a huge impact on click-throughs. In fact, a more personalised approach to hotel search, Trivago told an EyeforTravel conference earlier this year, had resulted in an 82% increase in click-throughs. Get the full story at EyeForTravel