Trivago Says It Needs to Be the Star of Its Advertising, Not Some Guy
Skift Take
Whether to feature a Trivago Guy or Trivago Woman, or both, on TV commercials is a serious strategy and business question for the hotel-search site. For now, it is opting for two actors in the U.S., as it has done elsewhere, for targeting and other purposes.
Was the U.S. Trivago Guy, actor Tim Williams, becoming a distraction because he was becoming too much of a star in the hotel-search site's seemingly never-ending stream of television commercials?
In a switch, the German hotel-search site in recent weeks has been running TV ads in the U.S. separately featuring two actors, American Tim Williams and Australian Gabrielle Miller. Previously, most of Trivago's English-language ads in the U.S. featured Williams alone.
Until now, Trivago, which last year spent 87 percent of its revenue on advertising, and a lot of that on TV, has been coy about its strategy shift on U.S. television.
But in a call with analysts to discuss earnings earlier this week, CEO Rolf Schromgens said its worldwide advertising strategy
