INDUSTRY Founded in 2005 and headquartered in Düsseldorf, Germany, trivago is a global hotel search platform, focused on reshaping the way travelers search for and compare hotels. trivago’s mission is to “be the traveler’s first and independent source of information for finding the ideal hotel at the lowest rate.” As of September 30, 2016, trivago’s global hotel search platform offered access to approximately 1.3 million hotels in over 190 countries. trivago’s platform can be accessed globally via 55 localized websites and apps in 33 languages.

1. Using Data To Reveal Travel
Trends
TBEX 2017

2. “Big Data”

3. Where are people traveling?
Hint: It’s not where you think.

4. Where we think people want to travel…
Paris
London
New York
Los Angeles
Tokyo
Bangkok
Rio de Janeiro

5. 5
17.40%
82.60%
2015
International Domestic
19.40%
80.60%
2016
International Domestic
Domestic vs. International Travel

6. 6
On average,
Americans are
only traveling
185 miles from
home.

7. 7
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
<185 Miles from Home
2014 2015 2016

8. 44% of Californians search for California destinations
26% of Louisianans search for Louisiana destinations
58% of Floridians search for Florida destinations
25% of Virginians search for Virginia destinations
24% of Tennesseans search for Tennessee destinations

9. What about Alabamians?
More than half of the search volume coming out of
Alabama is within the state or bordering states.
9
*Search Period of January 2016 to December 2016

10. 10
~185 miles,
at a glance

11. Alabama’s Most Searched Destinations
11
Panama City Beach
New Orleans
Atlanta
Destin
Pigeon Forge
Gatlinburg
Orange Beach
Mobile
*Search Period of January 2016 to December 2016
Birmingham
Gulf Shores
Nashville
Montgomery

12. 12
TGIF!
35.51%
28.23%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
Weekend Getaways
2014 2015

13. What does this mean?
Better storytelling, better engagement, better strategy.

14. 14
Trip Providers
Invite the right local
and influencers to
your product.
DMOs
Connect with bloggers and
influencers within 185-
mile radius of your
destination.
Bloggers
Write for what your
audience actually wants
instead of what you think
they want.

15. 15
Keyworddifficulty sourced from Moz on April19, 2017
Google resultsfrom April19, 2017
NEWYORK CITY
Keyword difficulty of 66/100
122 million results
for “NewYork CityTravel Guide”
BILOXI
Keyword difficulty of 29/100
358,000 results
for “BiloxiTravel Guide”
CHATTANOOGA
Keyword difficulty of 41/100
693,000 results
for “ChattanoogaTravel Guide”
SEO Competition

16. 16
Visit Mississippi - Romantic Getaways
• The White House Hotel in Biloxi
• Tishomingo State Park
• Shadowlawn Bed & Breakfast in
Chattanooga Fun – What’s New?
• 3-mile Tennessee Riverpark
extension
• Scottie’s on the River restaurant
in Fall 2017
• Make Music Day in June
Source stories from the experts.

17. “Contributionsfrom local bloggers toiHeartHsv.comare
invaluable tothe site’s success largely because of their
authenticity.Our bloggers are real locals who not onlyare
experts onthe area’s offerings as atravel destination,but are
passionate enough aboutHuntsvillethat they wanttoshare it
share it with our readers."
– Judy Ryals
President/CEO, Huntsville-Madison County Convention & Visitors Bureau
17

18. “Some of mymost popular travelpostshave been those featuring
local restaurants,especially during Huntsville RestaurantWeek.
My ‘Maple HillCemeteryStroll’ and‘Cottage atWinchester
Manor’ postswere alsoin the top 50 pages (outof almost 600) via
Google analytics.”
– Katie Wright
Creator of KatieActually.com
18

19. 19
Timing matters too.
Our data shows travelers book their hotel
approximately one month in advance.

20. 20

21. audience at a glance
500k
unique monthly users
35- 54
years old
21
5m
Facebook fans

22. Lone StarWeekend:
Texas RoadTrips
5 Reasons to Make
OmahaYour Next Family
WeekendTrip
The Best Hotel Pools for
Your Family’s Getaway
A GuideTo Relishing
Tasty Lafayette, LA

23. 23
Respond to demand.
Discover new audiences by experimenting with new
channels.
Our podcast reaches a different demographic than
our online magazine, but still focuses on the data-
backed trends.

24. 24
Use data to shape both your editorial and business decisions.
Create content that resonates with readers by paying attention to what
they actually want.
Keep timing in mind and proactively respond to demand.
Track your successes and failures. Repeat what works and tweak what doesn’t.
TBEXTake-Aways

25. 25
“Big data” can be simple.
We’re here to help.

26. Now, who wants a free hotel stay?
1. Download the trivago app
2. Use the app to find out how many three-star hotels are available
in Gulf Shores, Alabama on Labor Day – Monday, September
4th
3. Write your answer on your business card and drop it off at our
booth
If you guess correctly, we’ll randomly select
a winner to win some hotel $$$.

27. Partnerships
Content Marketing & Communications
Emma Sullivan
Joe Baur
External Relations
Content Marketing & Communications