Special Offer—the promotional app in trivago Business Studio—enables hotel advertisers to post enticing offers on their profiles to catch the attention of and encourage bookings from travelers on trivago. Claude Paradis, one of the creative minds behind this app, provides hoteliers with some insights into the benefits of the feature and how they can use it to increase their bookings.
Having infinite choices is both a blessing and a curse in this consumerist age. Yes, it’s nice to have options. But for a traveler looking for the ideal hotel on a metasearch site, having an overwhelming number of virtually identical deals to choose from can be, well, overwhelming. Which is why the final decision can end up being an arbitrary one — unless the traveler sees something on a hotel profile that makes it their obvious choice.
Something like a special offer from the hotel.
“We recognized that Special Offer can impact the booking decision.”
We created Special Offer because we recognized the impact it can have on the traveler’s booking decision. It’s a way for hoteliers to further strengthen their property’s position on trivago and to provide travelers with a compelling reason to book with them.
And because a posted offer appears next to the property’s contact details, it opens the direct channels of communication between property and guest right at the start of the booking journey.
To make posting an offer as easy as possible, we created a variety of pre-crafted offers for hoteliers to use based on common hotel offerings that are popular among different types of travelers. All offers are already available in over 30 languages, so hoteliers are readily able to promote their properties across trivago’s 55 localized website to gain greater customer reach.
Here’s a look at the traveler types we’ve identified, along with a few suggestions for posting the most enticing offer to convince them to book.
(Tip: Not sure which traveler types are interested in your hotel? Check out your Visitors’ Profile app in trivago Business Studio.)
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The business traveler
As the traveler’s company foots the bill for a business trip, this type of guest will be interested in the perks not covered by their per diems. A discount on getting their meeting attire cleaned and pressed could very well speak to them. So could a free drink at the end of a demanding day.
Suggested offers: Discount on laundry service; Free drink
The business-leisure traveler
To appeal to the growing segment of so-called “bleisure” travelers, consider promoting a more gratifying offer: Free sauna use, anyone? The bleisure traveler might also appreciate any of the offers targeting weekend or vacation travelers (read on below).
Suggested offers: Free sauna use, Discount on select spa treatments
The weekend traveler
When craving a change of scenery, weekenders will jet off (or drive) to a different city or even country for a few days. Or perhaps a simple staycation at a hotel in their hometown would suffice. Whatever the motivation for the mini getaway, these short-term guests may be happy to know that, with an attractive offer, they can park their car, get transportation from the airport, or bring along their pet — at no extra charge.
Suggested offers: Free parking; Free airport shuttle, Pets stay for free
The romantic-getaway weekend traveler
A free bottle of wine or dinner for two can help imbue a romantic weekend getaway (or a honeymoon) with that much more romance. They can also help convince romance-seekers that a hotel is the perfect spot for a little weekend escapade.
Suggested offers: Discount on dinner for two; Bottle of wine
The special-occasion weekend traveler
Travelers may choose to stay at a hotel to celebrate an anniversary, birthday, or seasonal holiday (New Year’s Eve comes to mind). The offer that can really put the “special” in “special occasion” will have a good chance of resonating with this traveler type.
Suggested offers: Bottle of champagne; Gift basket
The vacationer or holiday traveler
People traveling on vacation can generally be split into two categories: those traveling kid-free, and those traveling with young children. For the former, pretty much all the offers that would appeal to weekend travelers would strike a chord here as well.
When it comes to travelers who have a family with small children in tow, another set of offers might be more appropriate and appealing.
The traveling-with-family vacation traveler
Any deals, discounts, or perks that would make traveling with children as hassle-free and affordable as possible would also make for compelling offers to promote to families booking a vacation.
Suggested offers: Kids stay for free; Kids eat for free
The economical vacation traveler
While vacations are often a splurge, many travelers will jump at the chance to save some money or make a dollar go further. Which is why offers promoting free stuff can be so effective.
Suggested offers: Free dinner; Free laundry service
The international traveler
Hoteliers who wish to appeal to a wider audience of global guests can look to the offers that speak to travelers from abroad — and really, any of the above traveler types may also fall into the category of international traveler.
Suggested offers: Local specialty; Free airport shuttle; Free bike rentals
Sine millions of travelers turn to trivago to find their ideal hotel online, the Special Offer app will help increase the property’s visibility in their search results and make it stand out among a sea of competitors. Most importantly, it will serve to encourage bookings for the property.
Hoteliers interested in taking advantage of Special Offer on trivago can learn more about it here.
Readers can find more hotel marketing insights, news on feature updates, and advice for driving direct bookings right here on our blog.
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A version of this article was originally published in October 2018.