Trivago is planning to diversify its advertising as it seeks to attract a younger generation to the brand.
Rolf Schromgens, CEO of the Germany-based hotel metasearch engine, says attention is shifting away from television viewing to “social media channels and video.”
“It’s a good possibility to combine our strengths in brand marketing with our competence in performance marketing.”
He adds that there is the opportunity for micro-targeting in social media and other new channels and to optimize its creative formats for the media.
For example, according to Schromgens, the company is working closely with all the Facebook brands on “early alpha projects to bring brand marketing on a new level.”
The company is also now live with Google Hotels and looking to ramp up its presence to more markets with Schromgens saying it is “currently under-invested” and will “catch up over this year.”
He was speaking as the Germany-based metasearch company announced results for the first quarter of 2019.
Trivago reported net income of €7.8 million for the period compared with a €21.8 million loss for the same period last year.
The company says this is the third consecutive quarter of positive net income.
Total revenue was 20% down at €208.8 million compared to €259.4 million in the first quarter of 2018, while adjusted EBITDA was €20.9 million versus a loss of €21.9 million year-on-year.
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On Trivago’s operating performance, Schromgens says it has a solid base to grow from in the second quarter.
He adds that the company has also made big progress in alternative accommodation with it now offering it in addition to hotels as part of a “super comprehensive accommodation search.”
Trivago now has some 1.8 million alternative accommodation units on the site, up from 1.5 million reported in Q4 2018 earnings.
Alongside its growth in private accommodation and financial gains, the company has been seeking closer ties with advertisers, with Schromgens talking about “strategic initiatives” in February of this year.
Trivago recently held executive panels at its Dusseldorf base with executives from its top advertisers.
Schromgens says the result was a number of “product ideations” with some concepts already being tested.