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TBEX North America 2017, Using Data to Reveal Travel Trends, Joe Baur, Emma Sullivan


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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.

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TBEX North America 2017, Using Data to Reveal Travel Trends, Joe Baur, Emma Sullivan

  1. 1. Using Data To Reveal Travel Trends TBEX 2017
  2. 2. “Big Data”
  3. 3. Where are people traveling? Hint: It’s not where you think.
  4. 4. Where we think people want to travel… Paris London New York Los Angeles Tokyo Bangkok Rio de Janeiro
  5. 5. 5 17.40% 82.60% 2015 International Domestic 19.40% 80.60% 2016 International Domestic Domestic vs. International Travel
  6. 6. 6 On average, Americans are only traveling 185 miles from home.
  7. 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. 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. 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. 10 ~185 miles, at a glance
  11. 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. 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. 13. What does this mean? Better storytelling, better engagement, better strategy.
  14. 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. 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. 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. 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. 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 18
  19. 19. 19 Timing matters too. Our data shows travelers book their hotel approximately one month in advance.
  20. 20. 20
  21. 21. audience at a glance 500k unique monthly users 35- 54 years old 21 5m Facebook fans
  22. 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. 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. 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. 25 “Big data” can be simple. We’re here to help.
  26. 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. 27. Partnerships Content Marketing & Communications Emma Sullivan Joe Baur External Relations Content Marketing & Communications