Trivago sees big opportunity in direct hotel booking
The company is now testing hotel direct bookings in eight markets as part of its growth strategy originally announced last year
Trivago said it believes direct access to hotels combined with its existing comparison of rates from online travel agencies is its "biggest opportunity."
Directly bookable rates are available for properties that "attract 50% of click-outs, an increase from 38% prior to the test.
The company also said that the "value of metasearch has increased" in the current environment with consumers looking to compare hotel offers and/or search for cheaper destinations to offset the impact of higher rates.
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