All types of online services are scrambling to meet the AI-driven personalization standard set by Amazon and Netflix. Fast-growing international hotel search engine Trivago is taking that path by acquiring machine-learning startup Tripl, which analyzes users’ social media profiles to recommend itineraries and link to offers from third parties like hotels or tour operators. “It’s an angle that we so far have not had that much experience in, and the acquisition allows us to catch up in that dimension,” says Trivago’s CFO, Axel Hefer, who did not disclose what the company paid for Tripl. But personalization requires personal information, something consumers in the two companies’ home territory of Germany are especially guarded about. Get the full story at Fast Company