Trivago Surges While Booking Consolidates

Trivago’s TV-heavy advertising strategy is clearly working.  The hotel search engine recorded spectacular Australian online growth during January – increasing its unique audience by 95% to 1.7m – giving Trivago second position in the ‘Hotel Information’ sub-category of the Nielsen Digital Ratings survey.

But out and out sector leader Booking.com continues to dominate with a 35% month on month increase (from a much higher base) taking its unique audience to just over 3m, absolutely smashing the competition.

Airbnb was up 26% to 1.6m, while Wotif grew its unique audience 9% to 1.4m.  The category grew 19% between December and January to a total unique audience of 7.5m.

Name Unique Audience (000) MoM (%) Increase
Booking.com 3,042 35%
Trivago 1,726 95%
Airbnb 1,601 26%
Wotif.com 1,404 9%
Hotels.com 932 44%

Source: Nielsen Digital Ratings (Monthly) – January 2017

As usual there were no major hotel brands among the most popular accommodation sites.

It was a different story in cruise, however, where the top three slots were owned by cruise lines.

Name Unique Audience (000) MoM (%) Increase
Princess Cruises 587 11%
Royal Caribbean Cruises 515 -1%
P&O Cruises 485 34%
Ozcruising 384 75%
Cruisecritic.com 382 35%

Source: Nielsen Digital Ratings (Monthly) – January 2017

Nielsen pegs the total unique online cruise audience for January at 2.6m.

*Bloomberg report last week that in the fourth quarter of 2016, Trivago, recently listed on Nasdaq,  spent most of its global revenue on marketing –  136.7 million euros out 169.2 million – much of that on TV ads that have driven very high brand recognition in its key markets.

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