Trivago has announced the foundation of a new wholly-owned subsidiary empowering independent hoteliers around the world to be more competitive online and drive more direct bookings through their own websites.

Trivago Hotel Relations GmbH, based in Düsseldorf, Germany, and launching with over 160 employees from 21 countries, will be responsible for Trivago’s relationships with over 310,000 hoteliers globally to push Trivago’s efforts in providing travellers with more choices and the option to book direct.

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