By giving hotels access to its data on market demand and room rates, the price comparison website claims this will allow them to be more competitive online.

With its new Rate Insights feature, trivago grants hoteliers access to an "unbiased and comprehensive set of data on traveller demand and competitor prices, enabling them to compare room rates from over 250 booking sites as well as official hotel websites on a single dashboard".

Rate Insights is available with trivago Hotel Manager PRO, the paid-for solution that offers hoteliers additional analytics and promotional tools.

Independent hotels visible on trivago have on average 8,000 rates online a year, the company claims, and Johannes Thomas, chief revenue officer and managing director at trivago, said: “We understood how difficult it is for hoteliers to find, monitor, and analyse competitor room rates across hundreds of booking sites.

"We were quick to realise that the price comparison data we provide to travellers is equally valuable for hoteliers. Therefore, we created a rate shopper that gives hoteliers easy and actionable access to this data, as well as data on traveller search volume that reveals fluctuations in demand. No other rate shopper has this combination of data in this amount and with this granularity.”

Instead of gathering data from just a few booking sites, Rate Insights aggregates rates from over 250 websites and makes it easy for hoteliers to compare them by room type and other variables. It also enables hoteliers to respond quickly to changes in the market and anticipate what upcoming local events can be leveraged to boost Revenue per available room (RevPAR).

Trivago claims it has 1.4 billion visits per year across 55 localised websites, and that 300,000 hoteliers use its metasearch marketing platform to build a unique hotel profile to boost their ranking on trivago and drive direct bookings.