UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
FORM 6-K
REPORT OF FOREIGN PRIVATE ISSUER
PURSUANT TO RULE 13a-16 OR 15d-16
UNDER THE SECURITIES EXCHANGE ACT OF 1934
For the month of November, 2017
Commission File Number: 001- 37959
trivago N.V.
(Translation of registrant’s name into English)
Bennigsen-Platz 1
40474 Düsseldorf
Federal Republic of Germany
+49 211 54065110
(Address of principal executive office)
Indicate by check mark whether the registrant files or will file annual reports under cover of Form 20-F or Form 40-F.
Form 20-F ☒ Form 40-F ☐
Indicate by check mark if the registrant is submitting the Form 6-K in paper as permitted by Regulation S-T Rule 101(b)(1): ☐
Indicate by check mark if the registrant is submitting the Form 6-K in paper as permitted by Regulation S-T Rule 101(b)(7): ☐
Explanatory Note
On November 7, 2017, trivago N.V. (the “Company”) issued a press release regarding the addition of inventory of HomeAway, Inc. to the Company’s platform. On the same day, the Company’s Chief Financial Officer participated in the Royal Bank of Scotland investor conference. A copy of the press release and the presentation for the conference are furnished as exhibits hereto.
| Exhibit No. |
Description | |
| 99.1 | trivago announces integration of HomeAway into its hotel search platform | |
| 99.2 | Presentation for the RBC Capital Markets investor conference, dated November 7, 2017 | |
SIGNATURES
Pursuant to the requirements of the Securities Exchange Act of 1934, as amended, the registrant has duly caused this report to be signed on its behalf by the undersigned, thereunto duly authorized.
| trivago N.V. | ||||||
| Date: November 7, 2017 | By: | /s/ Axel Hefer | ||||
| Axel Hefer | ||||||
| Chief Financial Officer | ||||||
Exhibit 99.1
trivago announces integration of HomeAway into its hotel search platform
The integration is set to expand the offering of the platform and increase choice for trivago users.
Düsseldorf, Germany – November 7, 2017 – Today, trivago N.V. announces the technical integration of HomeAway’s vacation rental inventory into its hotel search platform. trivago has started testing the listing in key markets and intends to gradually roll out more inventory during 2018. By providing users with more choice and a more personalized search experience, trivago aims to help travelers find the ideal place to stay.
trivago, who compares offers from over 400 booking sites, continues to believe in a universal search product and wants to solve user experience challenges through personalization. Johannes Thomas, Managing Director and Chief Revenue Officer at trivago N.V. said: “The proportion of travelers who are considering vacation rentals is growing, and we see this as a strategic opportunity to expand our offering. Presenting both hotels and alternative accommodations in one search is challenging from a user experience perspective.” He explained: “We don’t want to confuse hotel bookers who use trivago, and that is why personalization will play an important role here. We want to only display vacation rentals when they are relevant to our users. That is why we are thrilled to have HomeAway on board, as this allows us to expand testing on how we can build a more tailored user experience.”
John Kim, CEO at HomeAway, added: “We believe it is a huge marketing opportunity for HomeAway. trivago’s personalized approach in displaying vacation rentals helps us target a highly relevant set of travelers, and that is why we are bullish on the conversion on our site.”
trivago has started to run tests in Germany, Italy, Canada, the UK, and the US—five of its key markets—with already over 150,000 vacation rental properties available to users, and plans to gradually roll out additional readily bookable vacation rentals during the course of 2018. trivago aims to display this inventory as part of its universal search experience, complementing its current hotel offering. When the user so chooses, and depending on availability in a specific destination, trivago will begin displaying rental properties in its search results. At the same time, a “Vacation Rental” filter is being tested to enable users to make a deliberate decision during their search.
For trivago, this is another major step forward in adapting to more diverse traveler expectations and in understanding better how to display vacation rental inventory on its platform. This will open a new marketing channel for vacation rental platforms and increase diversity in trivago’s marketplace.
About trivago N.V.
trivago is a global hotel search platform. We are focused on reshaping the way travelers search for and compare hotels, while enabling hotel advertisers to grow their businesses by providing access to a broad audience of travelers via our websites and apps. Our platform allows travelers to make informed decisions by personalizing their hotel search and providing access to a deep supply of hotel information and prices. As of November 7, 2017, we offered access to over 1.8 million hotels, including vacation rentals and alternative accommodations, in over 190 countries.
Forward-looking statements
This press release contains certain forward-looking statements. Words, and variations of words such as “believe,” “expect,” “plan,” “continue,” “will,” “should,” and similar expressions are intended to identify our forward-looking statements. These forward-looking statements involve risks and uncertainties, many of which are beyond our control, and important factors that could cause actual events and results to differ materially from those in the forward-looking statements. For additional information factors that could affect our forward-looking statements, see our risk factors, as they may be amended from time to time, set forth in our public filings with the Securities and Exchange Commission. We disclaim and do not undertake any obligation to update or revise any forward-looking statement in this press release, except as required by applicable law or regulation.
As used herein, references to “we,” “us,” the “company,” “trivago,” or similar terms shall mean trivago N.V. and, as the context requires, its subsidiaries.
Exhibit 99.2
November 7, 2017
Update
on the
company
All of the information herein has been prepared by the Company solely for use in this presentation. The
information contained in this presentation has not been independently verified.
No representation, warranty or undertaking, express or implied, is made as to, and
no reliance should be placed on, the fairness, accuracy, completeness or correctness of the
information or the opinions contained herein. The information contained
in this presentation should be considered in the context of the circumstances prevailing at that time and has
not been, and will not be, updated to reflect
material developments which may occur after the date of the presentation. The Company may alter, modify or otherwise change in any
manner the content of this
presentation, without obligation to notify any person of such revision or changes.
All trademarks, service marks and trade names appearing in this presentation
are, to the Company’s knowledge, the property of their respective owners. The Company does not intend
its use or display of other companies’ trademarks,
service marks, copyrights or trade names to imply a relationship with, or endorsement or sponsorship of the Company by, any other
companies.
Special Note Regarding Forward-Looking Statements
This presentation contains statements that
express the Company’s opinions, expectations, beliefs, plans, objectives, assumptions or projections regarding future events or future results,
in contrast
with statements that reflect historical facts. Examples include discussion of our strategies, Adjusted EBITDA forecasts, financing plans, growth opportunities and market
growth. In some cases, you can identify such forward-looking statements by terminology such as “anticipate,” “intend,” “believe,”
“estimate,” “plan,” “seek,” “project” or “expect,” “may,”
“will,” “would,”
“could” or “should,” the negative of these terms or similar expressions. While we always intend to express our best judgment when we make statements about what we
believe will occur in the future, and although we base these statements on assumptions that we believe to be reasonable when made, these forward-looking statements are not a
guarantee of our performance, and you should not place undue reliance on such statements. Forward-looking statements are subject to many risks, uncertainties and
other variable
circumstances, such as negative worldwide economic conditions and ongoing instability and volatility in the worldwide financial markets; possible
changes in current and proposed
legislation, regulations and governmental policies; the dependency of our business on our ability to innovate, pressures from
increasing competition and consolidation in our industry,
our advertiser concentration, our ability to maintain and increase brand awareness, reliance on search
engines and technology, fluctuations of our operating results due to the effect of
exchange rates or other factors. Such risks and uncertainties may cause the
statements to be inaccurate and readers are cautioned not to place undue reliance on such statements.
Many of these risks are outside of our control and could
cause our actual results to differ materially from those we thought would occur. The forward-looking statements included in this
presentation are made only as of
the date hereof. We do not undertake, and specifically decline, any obligation to update any such statements or to publicly announce the results of any
revisions
to any of such statements to reflect future events or developments.
Disclaimer
Choice
>1.8mm
hotels1
Booking sites2
Individual hotels
Find the ideal hotel
for the trip
Find online availability from
a variety of advertisers
Broad range of prices
Availability Price
$
$
$
$
1. Approximate figure is as of November 7, 2017, including vacation rentals & alternative accommodations 2. Booking sites include global and local
online travel agencies, hotel chains, tour operators and wholesale aggregators
trivago value proposition
Advertiser Relations2
Technology Talent Finance/Legal
Hotel Search
>400
Booking
sites 4
>1.8 mm
Hotels5
>500
new
TV spots
tested
>740mm
SEM3 bids
40.5mm
app
downloads
to date
Enablers
Marketing1
CPC
Marketplace
1 Global
Product
$
1. Approximate figures for FY 2016 2. Approximate figures as of November 7, 2017 3. SEM: Search Engine Marketing 4. Including over 230 Hotel Chains 5.
Including vacation rentals & alternative accommodations
The trivago system
Aided brand awareness¹ Referral Revenue
FY 2016 by Traffic Type
> 75%
50- 75%
25-50%
Below 25%
Present but not covered in survey
Not present Branded
SEO2
DEA2
SEM2
tripadvisor
Booking.com
Expedia
Search interest³
Source: TNS Omnibus, Research Now, Google Trends, Internal data 1. trivago aided brand awareness study, as of August 2016, based on internal data 2. DEA: Display, Email, Affiliate
Advertising; SEO: Search Engine Optimization; SEM: Search Engine Marketing
3. Searches for each brand on Google Trends in the Global Hotel and Accommodation
category (FY 2005-2016)
Italy
93 %
Australia
81 %
USA
69%
Spain
91 %
Germany
86%
United Kingdom
84%
France
82%
We are at the top of the funnel for the hotel
vertical with our strong
consumer brand
2005-2009
>29
Booking sites
>69
Booking sites
>400
Booking sites
2010-2013 2014-Present
We continuously increased the number
of advertisers
CPA model
Cost-per-aquisition model for the platform
Cost-per-click as invoicing method for the platform
Country specific CPCs allow for regional competition and accommodate
performance differences
Gradual automation of the relevance assessment,
offering greater
transparency to the advertisers
Broaden the selection of
deals displayed, now always including the lowest
price offer from our advertisers
Item level CPC bidding accommodates bidding at hotel level across the
inventory. This
leads to an approximation of booking conversion and user
experience in the sorting algorithm
Introduction of flexible access for advertisers through the implementation of
the relevance
assessment at the end of 2016 as an additional factor in our
algorithm, emphasizing superior user experience and satisfaction in the
sorting algorithm
CPC model
Country CPC
Item level
marketplace
Relevance
assessment
Increase number
of pricing options
Relevance
assessment 2.0
2008
2015
2016
2017
Development of trivago marketplace
USD My trivago
Ota
Search
Pricing alternatives
Rich content
Filters Menu
Mobile Desktop
Search details
Price
comparison
Ratings
and reviews
We address user needs with a global
unified product
Revenue potential by properties Value proposition of alternative accommodation
# Units
Revenue per unit
Popularity of travel date
Popularity of destination
low
high
Large
Hotels Small
Hotels
B&B
Vacation
rental
Private
Apartments
Alternative accommodation is accretive to
our offering
trivago