Touting itself as the largest hotel metasearch site in the world, Trivago operates somewhat independently of parent company Expedia Inc. Nevertheless, it’s easy to imagine other Expedia brands offering similar services to hotels if the Trivago direct-connect campaign, with its B2B services for independent hotels, works out well. Another aim of the campaign is to broaden Trivago’s hotel coverage by signing up more independent hotels to offer their rates on Trivago. Trivago-Expedia’s entry into business services for hotels is self-serving in some respects because enhanced hotel-booking engines and better hotel websites help Trivago improve conversion when it refers leads to hotel websites. Trivago is also taking steps — somewhat different from TripAdvisor, Google, Kayak, and Hipmunk — to ease bookings on hotel and online travel agency websites instead of processing bookings on Trivago. The Trivago moves into business services for independent hotels follows’s decision earlier this year to launch BookingSuite, a set of services to create websites and booking engines for hotels, and to offer them marketing analytics. Get the full story at Skift