NEW YORK — Hotel booking site Trivago has purchased Tripl, a personalization technology firm, according to eMarketer.

Founded in 2015 in Hamburg, Germany, Tripl has developed an algorithm that provides tailored travel recommendations by drawing data from a person’s social media.

In a press statement, Trivago said Tripl’s artificial intelligence-driven technology “imitates the way a travel agent would recommend hotel experiences relevant to the customer and combines it with the ease of online services.”

Tripl’s technology could be helpful in reigniting Trivago’s business in regions such as Europe and Asia-Pacific, where the share of hotel lodging sales made by online travel agents (OTAs) might have peaked. OTAs’ share of the market has been slowly slipping, as travellers increasingly favour direct bookings with brands.


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