Trivago's ads are reaching plenty of consumers, but not necessarily the right ones
Aug 16, 2017
While Trivago has raised its brand profile considerably, new numbers show that Trivago might be missing an opportunity to drive even more sales through advertising due to inefficiencies in targeting the right audience.
YouGov data reveals that among US adults who recall seeing a Trivago ad in the past year, 35% are between the ages of 18 and 49. On the other hand, 46% of consumers who report seeing an ad for TripAdvisor in the same timeframe fall within the 18-49 age range, as do 44% of those who saw a commercial for Priceline. As one might expect, older Americans aren’t as likely to book accommodations via an online travel site as their younger peers. Indeed, nearly two-thirds of Trivago’s current customers are 49 and under.
Age aside, however, there’s another problem. Additional numbers suggest that fewer than half (45%) of US consumers who’ve seen a Trivago ad in the past year say they’re likely to stay at a hotel in the next 12 months. For people who’ve seen an ad for either TripAdvisor or Priceline, their reported likelihood is above 50%.
So while the Trivago Guy might hold a peculiar popularity with many Americans, if his efforts aren’t converting viewers into paying customers, he might be better off entertaining a more targeted crowd.
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