Dan Adams Copy
Freelance creative copywriter


trivago is a company that takes its user experience very seriously. With plenty of rival hotel-booking sites online, it’s crucial they make it easy for customers to find their ideal hotel. They came to me to help them define a tone of voice and apply it across all user journeys on their website and mobile app.

What we said

What we said

“Looking for the perfect hotel at the lowest rate? Use the world’s largest hotel search to compare over 900,000 deals from more than 300 booking sites.

It really couldn’t be easier. Just search, compare then book – anywhere you like!”

What we did

What we did

My first task involved auditing the existing user journeys to suggest ways of improving the copy throughout the site. This included:

· Creating a glossary of standard terms to improve consistency

· Streamlining and removing copy where necessary so that it would work across desktop, tablet and mobile

· Defining and explaining the tone of voice for any other writers producing content for the trivago brand

In addition, I created new content for the customer dashboard, encouraging users to complete their profile, and rewrote app store descriptions for the trivago app.

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Finding a hotel using the trivago app