Trivago Surges While Booking Consolidates

27 February, 2017 Martin Kelly

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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Content Is King

- It's All About The Information -

TravelTrends founder Martin Kelly has diversified and now also runs a communications consultancy specialising in travel.

"I am particularly interested in bigger picture, strategic work but happy to pitch in with the bread and butter tasks that good communication entails," he says. Services include:

- Strategic Communications
- Media Releases & Distribution
- Crisis Management
- Thought Leadership
- Industry Advocacy
- Positioning, Messaging
- Marketing Plans & Execution
- Engaging Content

Martin is a communications, public relations and media professional with extensive high-level experience across the travel, internet, property and banking industries, both in-house and as a consultant.

He is skilled at working collaboratively and building lasting relationships, accustomed to pressured, complex environments.

Contact: martin@traveltrends.biz

./././.

No Vacancy Returns
July 17-18, 2018

Exciting times ahead for No Vacancy, which has been acquired by National Media from founder Martin Kelly, who also publishes TravelTrends.biz.

The new era kicks off with No Vacancy - The Accommodation Business Expo at Sydney’s new International Convention Centre on July 17-18, 2018.

“We’ll be taking No Vacancy to another level, combining high quality content with a large trade show featuring up to 150 exhibitors across all verticals, transforming it into the business hub of Australia’s accommodation industry,” says Harvey.

He says the accommodation industry is worth more than $18 billion to the Australian economy. “Yet surprisingly, given the size of the industry there is no dedicated exhibition designed to meet all its needs.”

“No Vacancy - The Accommodation Business Expo will fill this void and offer hoteliers and other accommodation industry professionals a platform to discover products and ideas to optimize their properties, create amazing guest experiences and ultimately boost their profits.”

Historically No Vacancy has been very much an accommodation marketing conference, but the new look exhibition will embrace all aspects of the accommodation business.

Content is still central to the event and will be expanded upon with more topics, more sessions and more speakers.

The exhibition will showcase the best quality suppliers across design and decor, property management, operations and finance, housekeeping, spa and leisure, in-room and guest-facing technology, and marketing, distribution and reservation solutions.

“We are really excited about where we can take No Vacancy and look forward to working closely with the community that's been supporting the event since 2007,” said Harvey.

For more information, contact:

Mark Harvey, MD, National Media
Phone: +61 7 5510 5101 // 0419 775 488
Email: mharvey@nationalmedia.com.au

Returning in 2018

Change is the only constant in travel and so it is with TRAVELtech, which will be returning early in the second quarter of 2018.

The event has been bought by National Media - one of Australia's most respected event management companies - from founder Martin Kelly, who also publishes TravelTrends.biz.

Kelly says he’s happy TRAVELtech is in good hands and will remain connected in a programming and moderation role.

“I’ve really enjoyed creating and running TRAVELtech but it was time to step aside and let someone else with the capacity to accelerate their evolution take it on,” says Kelly.

He will now focus on further developing TravelTrends.biz, while also consulting to travel companies on communications, innovation, industry trends and strategy.

Mark Harvey from National Media says TRAVELtech, founded in 1999, will evolve into a much larger event.

"We have plans for become the main exhibition and conference in Asia Pacific for travel technology buyers, travel agencies, tour operators and transport professionals to source, learn and network," he says.

"It will bring together a large selection of specialist suppliers showcasing the latest innovations across distribution, reservation, business operation and sales and marketing."

For more information, contact:

Mark Harvey, MD, National Media
Phone: +61 7 5510 5101 // 0419 775 488
Email: mharvey@nationalmedia.com.au