trivago has launched a new tool for its metasearch engine called trivago Express Booking. It is basically an interface that trivago provides OTAs and hotels with to facilitate the booking process for the client on that channel without redirecting them to the OTA or hotel website. Despite the booking technically being made on the trivago URL, the aim of trivago Express Booking is to be transparent with clients, highlighting the channel’s image at all times and make them feel that they are booking directly on that channel. In order to reinforce this message, they offer the option of redirecting to the channel at all times and doing the booking on there directly. Improving the user experience, particularly on mobile devices, where the jump to the OTA or hotel website can be associated to a loss of clients, whether it is due to unoptimised technology or long response times. With this change, according to trivago, there will be an increase in the conversion ratio that will result in an improved profitability in the campaigns of OTAs or hotels (therefore, more money) and in more satisfied clients. Get the full story at Mirai