Among Hotel Manager’s six functions, ‘Active Communication’ is the most revealing of today’s market conditions, as it allows hoteliers to respond to reviews . “In the ‘Active Communication’ section hoteliers can respond directly and publically to their reviews on trivago – both positive and negative. trivago offers advice in order to respond to reviews in a way which our users find satisfactory. Hoteliers can also compare their rating score (which is based on all online reviews and ratings) to their competitors’, in order to identify areas for improvement,” said Denise Bartlett, from the trivago public relations UK team. ‘Hotel Information’ allows hoteliers to edit their hotel description and their services, amenities, policies and specialities. “Not only do trivago users spend more time browsing in-depth hotel profiles, but complete information allows the hotel to be included in trivago’s filter system – so users can find a hotel with free Wi-Fi, for example,” added Bartlett. In the ‘Reviews & Ratings’ function hoteliers can view their rating score on trivago and see how this compares to their competitors ratings. In ‘Images & Media’ they can upload images to increase their trivago ranking (by an average of 29 per cent according to the firm). The ‘Rates’ function allows them to compare their rates to their competitors’ rates, and to sign up to Direct Connect, where guests can book with the hotel directly. Finally, ‘Direct Searches’ gives hoteliers the option to steer users directly to their hotel profile on trivago by using widgets and including a hotel description to be found on Google. Bartlett told BigHospitality: “We analysed website performance over the past year and identified what our users like and which content performed best for hoteliers. We also took into account feedback from hoteliers, who expressed a desire to learn how to benefit from trivago in a clear and simple way. The tool provides clear information on what to do, how to do it and why – all based on our data gathered both locally and globally.” Natalie Gardner, trivago Hotel Relations UK, added: “In 2013, 60 per cent of travellers compared prices before buying and the metasearch sites witnessed a 13 per cent increase in traffic. Hotel Manager makes hoteliers aware of the impact their additional content has on their presence on trivago and consequently on their business.”