trivago N.V. Annual Report 2020

FY2020 Annual Report · trivago N.V.

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Annual
Report
2020

[THIS PAGE LEFT INTENTIONALLY BLANK]UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington D.C. 20549

Form 20-F

☐ REGISTRATION STATEMENT PURSUANT TO SECTION 12(b) OR (g) OF THE SECURITIES EXCHANGE ACT OF 1934
OR
☒ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
For the fiscal year ended December 31, 2020
OR
☐ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
OR
☐ SHELL COMPANY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934

Commission file number: 001-37959

trivago N.V.

(Exact name of Registrant as specified in its charter)
trivago Corporation
(Translation of Registrant’s name into English)
The Netherlands
(Jurisdiction of incorporation or organization)
Kesselstraße 5 - 7, 40221 Düsseldorf, Federal Republic of Germany
(Address of principal executive offices)
Axel Hefer, +49 211 3876840000, Kesselstraße 5 - 7, 40221 Düsseldorf, Federal Republic of Germany
(Name, Telephone, E-mail and/or Facsimile number and Address of Company Contact Person)
Securities registered or to be registered pursuant to Section 12(b) of the Act:

Title of each class

Trading symbol

Name of each exchange on which registered

American Depositary Shares, each representing one
Class A share, nominal value €0.06 per share
Class A shares, nominal value €0.06 per share*

TRVG

The NASDAQ Stock Market LLC

The NASDAQ Stock Market LLC*

Not for trading, but only in connection with the registration of the American Depositary Shares.

Securities registered or to be registered pursuant to Section 12(g) of the Act: None
Securities for which there is a reporting obligation pursuant to Section 15(d) of the Act: None

Indicate the number of outstanding shares of each of the issuer’s classes of capital or common stock as of the close of the period covered by the annual
report:

55,967,976 Class A shares
298,187,967 Class B shares
(as of December 31, 2020)

Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act. ☐ Yes ☒ No
If this report is an annual or transition report, indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or 15(d) of the
Securities Exchange Act of 1934. ☐ Yes ☒ No
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during
the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements
for the past 90 days. ☒ Yes ☐ No
Indicate by check mark whether the registrant has submitted electronically every Interactive Data File required to be submitted pursuant to Rule 405 of
Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period that the registrant was required to submit such files).
☒ Yes ☐ No
Indicate by check mark whether the registrant is a "large accelerated filer," an "accelerated filer," a "non-accelerated filer" or an "emerging growth company."
Large accelerated filer ☐ Accelerated filer ☒ Non-accelerated filer ☐ Emerging growth company ☐
If an emerging growth company that prepares its financial statements in accordance with U.S. GAAP, indicate by check mark if the registrant has elected not
to use the extended transition period for complying with any new or revised financial accounting standards† provided pursuant to Section 13(a) of the
Exchange Act. ☐
† The term “new or revised financial accounting standard” refers to any update issued by the Financial Accounting Standards Board to its Accounting
Standards Codification after April 5, 2012.
Indicate by check mark whether the registrant has filed a report on and attestation to its management’s assessment of the effectiveness of its internal control
over financial reporting under Section 404(b) of the Sarbanes-Oxley Act (15 U.S.C. 7262(b)) by the registered public accounting firm that prepared or issued
its audit report. ☒ Yes ☐ No
Indicate by check mark which basis of accounting the registrant has used to prepare the financial statements included in this filing:

U.S. GAAP x

International Financial Reporting Standards as issued by the
International Accounting Standards Board o

Other o

If “Other” has been checked in response to the previous question, indicate by check mark which financial statement item the registrant has elected to follow:
☐ Item 17 ☐ Item 18
If this is an annual report, indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Exchange Act). ☐ Yes ☒ No

Table of contents

General....................................................................................................................................................................................

Special note regarding forward-looking statements.................................................................................................................

Summary of our risk factors.....................................................................................................................................................

PART I

Item 1

Item 2

Item 3

Item 4

Identity of directors, senior management and advisers.........................................................................................

Offer statistics and expected timetable..................................................................................................................

Key information......................................................................................................................................................

Information on the company..................................................................................................................................

Item 4A

Unresolved staff comments...................................................................................................................................

Item 5

Item 6

Item 7

Item 8

Item 9

Operating and financial review and prospects.......................................................................................................

Directors, senior management and employees.....................................................................................................

Major shareholders and related party transactions...............................................................................................

Financial information.............................................................................................................................................

Offer and listing.....................................................................................................................................................

Item 10

Additional information............................................................................................................................................

Item 11

Quantitative and qualitative disclosures about market risk....................................................................................

Item 12

Description of securities other than equity securities............................................................................................

PART II

Item 13

Defaults, dividend arrearages and delinquencies................................................................................................

Item 14

Material modifications to the rights of securities holders......................................................................................

Item 15

Control and procedures........................................................................................................................................

Item 16A

Audit committee financial expert..........................................................................................................................

Item 16B

Code of ethics......................................................................................................................................................

Item 16C

Principal accountant fees and services................................................................................................................

Item 16D

Exemptions from the listing requirements and standards for audit committees...................................................

Item 16E

Purchases of equity securities by the issuer and affiliated purchasers................................................................

Item 16F

Change in Change in registrant's certifying accountant certifying accountant.....................................................

Item 16G

Corporate governance..........................................................................................................................................

Item 16H

Mine safety disclosure..........................................................................................................................................

PART III

Item 17

Financial statements............................................................................................................................................

Item 18

Financial statements............................................................................................................................................

Item 19

Exhibits.................................................................................................................................................................

Page

124

126

128

129

130

132

133

134

General

As used herein, references to “we,” “us,” the “company,” or “trivago,” or similar terms in this Annual Report
on Form 20-F mean trivago N.V. and, as the context requires, its subsidiaries. References to "Expedia
Group" mean our majority shareholder, Expedia Group, Inc., together with its subsidiaries. References to
our "Founders" mean Rolf Schrömgens, Peter Vinnemeier and Malte Siewert, collectively.

Our financial statements are prepared in accordance with U.S. Generally Accepted Accounting Principles,
or U.S. GAAP. Unless otherwise specified, all monetary amounts are in euros. All references in this
annual report to “$,” “US$,” “U.S.$,” “U.S. dollars,” “dollars” and “USD” mean U.S. dollars, and all
references to “€” and “euros,” mean euros, unless otherwise noted.

Special note regarding forward-looking statements

This annual report contains forward-looking statements within the meaning of Section 27A of the
Securities Act of 1933, as amended, or the Securities Act, and Section 21E of the Securities Exchange
Act of 1934, as amended, or the Exchange Act, that are based on our management’s beliefs and
assumptions and on information currently available to our management. All statements other than present
and historical facts and conditions contained in this annual report, including statements regarding our
future results of operations and financial positions, business strategy, plans and our objectives for future
operations, are forward-looking statements. When used in this annual report, the words “aim,”
“anticipate,” “assume,” “believe,” “contemplate,” “continue,” “could,” “due,” “estimate,” “expect,” “goal,”
“intend,” “may,” “objective,” “plan,” “predict,” “potential,” “positioned,” “seek,” “should,” “target,” “will,”
“would,” and other similar expressions that are predictions of or indicate future events and future trends,
or the negative of these terms or other comparable terminology identify forward-looking statements.
Forward-looking statements include, but are not limited to, statements about:

•

the continued material adverse impact of the COVID-19 pandemic on the global and local
economy, the travel industry and our business and financial performance;

any acceleration of long-term changes to consumer behavior and industry structure arising from
the COVID-19 pandemic that may have a significant adverse effect on our future competitiveness
and profitability;

any additional impairment of goodwill;

our dependence on a relatively small number of advertisers for our revenue and adverse impacts
that could result from their reduced spending or changes in their cost-per-click, or CPC, bidding
strategy;

factors that contribute to our period-over-period volatility in our financial condition and result of
operations;

our dependence on general economic conditions and adverse impacts that could result from
declines in travel or discretionary spending;

the effectiveness of our Advertising Spend, including as a result of increased competition or
inadequate or ineffective innovation in or execution of our advertising;

our ability to implement our strategic initiatives;

increasing competition in our industry;

our ability to innovate and provide tools and services that are useful to our users and advertisers;

our dependence on relationships with third parties to provide us with content;

•

our reliance on search engines, particularly Google, which promote its own product and services
that competes directly with our accommodation search and may negatively impact our business,
financial performance and prospects;

changes to and our compliance with applicable laws, rules and regulations;

the impact of any legal and regulatory proceedings to which we are or may become subject;

potential disruptions in the operation of our systems, security breaches and data protection; and

impacts from our operating globally.

You should refer to the section of this annual report titled “Item 3: Key information - D. Risk factors” for a
discussion of important factors that may cause our actual results to differ materially from those expressed
or implied by our forward-looking statements. As a result of these factors, we cannot assure you that the
forward-looking statements in this annual report will prove to be accurate. Furthermore, if our forward-
looking statements prove to be inaccurate, the inaccuracy may be material. In light of the significant
uncertainties in these forward-looking statements, you should not regard these statements as a
representation or warranty by us or any other person that we will achieve our objectives and plans in any
specified time frame or at all. We undertake no obligation to publicly update any forward-looking
statements, whether as a result of new information, future events or otherwise, except as required by law.

You should read this annual report and the documents that we reference in this annual report and have
filed as exhibits to this annual report completely and with the understanding that our actual future results
may be materially different from what we expect. We qualify all of our forward-looking statements by these
cautionary statements.

Summary of our risk factors

Our business is subject to numerous risks that you should be aware of before making an investment
decision. These risks are described more fully in "Item 3: Key information - D. Risk factors". These risks
include, among others:

•

The COVID-19 pandemic has had, and is expected to continue to have, a material adverse
impact on the travel industry and our business, financial performance and liquidity position. Due
to the uncertain and rapidly evolving nature of current conditions around the world, we are unable
to predict accurately the impact that the COVID-19 pandemic will have on our business going
forward, including to what extent our largest advertisers will resume advertising on our platform in
the future at levels similar to (or approaching) those preceding the pandemic. The COVID-19
pandemic may result in or accelerate long-term changes to consumer behavior and industry
structure that may have a significant adverse effect on our future competitiveness and profitability.

• We derive a large portion of our revenue from a relatively small number of advertisers. A
reduction in spending or any change in the bidding strategies by one or more of these advertisers
could harm our business and negatively affect our financial condition and results of operations.

• We cannot reliably predict our advertisers' future advertising spend or CPC levels or other
strategic goals they hope to achieve through changes in bidding on our marketplace and, as a
result, it is difficult for us to forecast advertiser demand, especially since our advertisers can and
often do change their CPC bidding levels with little or no notice to us. These factors contribute to
significant period-to-period volatility in our financial condition and results of operations.

•

As a result of the COVID-19 pandemic, we have experienced and may in the future experience
an impairment of goodwill.

• We are dependent on general economic conditions, and declines in travel or discretionary

spending has reduced and in the future, could reduce the demand for our services.

• Our ability to maintain and increase brand awareness in order to improve our financial
performance is dependent on the effectiveness of our Advertising Spend. Increased competition,
or inadequate or ineffective innovation in and execution of our advertising strategy could harm our
business and negatively affect our financial condition and results of operations.

•

Increasing competition in our industry could result in a loss of market share and higher traffic
acquisition costs or reduce the value of our services to users and a loss of users, which would
adversely affect our business, results of operations, financial condition and prospects.

If we are unable to implement our strategic plans successfully, we may be unable to achieve our
objectives, or we may incur further losses, and our business, results of operations, financial
condition and prospects may be materially and adversely affected.

If we do not continue to innovate and provide tools and services that are useful to users and
advertisers, we may not remain competitive, and our revenue and results of operations could
suffer.

Several of our product features depend, in part, on our relationship with third parties to provide us
with content.

• We rely on assumptions, estimates and data to make decisions about our business, and any
inaccuracies in, or misinterpretation of, such information could negatively impact our business.

• We rely on search engines, particularly Google, to drive a substantial amount of traffic to our
platform. If Google continues to promote its own products and services that compete directly with
our accommodation search at the expense of traditional keyword auctions and organic search,
our business, financial performance and prospects may be negatively impacted.

•

Regulators' continued focus on the consumer-facing business practices of online travel
companies may adversely affect our business, financial performance, results of operations or
business growth.

The litigation in Australia could increase our expenses and will subject us to significant monetary
penalties.

• We process, store and use personal data which exposes us to risks of internal and external
security breaches and could give rise to liabilities, including as a result of governmental regulation
and differing legal obligations applicable to data protection and privacy rights.

•

Any significant disruption in service on our websites and apps or in our computer systems, some
of which are currently hosted by third-party providers, could damage our reputation and result in a
loss of users, which would harm our business and results of operations.

• We may experience difficulties in implementing new business and financial systems.

• Our brand is subject to reputational risks and impairment.

• We are subject to counterparty default risks.

•

Expedia Group controls our company and has the ability to control the direction of our business.

The Founders have contractual rights to exert control over certain aspects of our business.

Expedia Group’s interests may conflict with our interests, the interests of the Founders and the
interests of our shareholders, and conflicts of interest among Expedia Group, the Founders and
us could be resolved in a manner unfavorable to us and our shareholders.

• Our dual-class share structure with different voting rights, and certain provisions in an amended
and restated shareholders’ agreement, limit your ability as a holder of Class A shares to influence
corporate matters and could discourage others from pursuing any change of control transactions
that holders of our Class A shares may view as beneficial.

PART I

Item 1: Identity of directors, senior management and
advisers

Not applicable.

Item 2: Offer statistics and expected timetable

Not applicable.

Item 3: Key information
A. Selected financial data

Not required.

B. Capitalization and indebtedness

Not applicable.

C. Reasons for the offer and use of proceeds

Not applicable.

D. Risk factors

Our business faces significant risks. You should carefully consider all of the information set forth in this
annual report and in our other filings with the United States Securities and Exchange Commission, or the
SEC, including the following risks that we face and that are faced by our industry. Our business, financial
condition or results of operations could be materially adversely affected by any of these risks. This annual
report also contains forward-looking statements that involve risks and uncertainties. Our results could
materially differ from those anticipated in these forward-looking statements as a result of certain factors
including the risks described below and elsewhere in this annual report and our other SEC filings. See
“Special note regarding forward-looking statements” above. For a summary of these risk factors, see
"Summary of our risk factors" above.

Risks related to our industry and business

The COVID-19 pandemic has had, and is expected to continue to have, a material adverse impact
on the travel industry and our business, financial performance and liquidity position.

The COVID-19 pandemic has severely restricted the level of economic activity around the world and is
having an unprecedented effect on the global travel industry. In response to the pandemic, the
governments of many countries, states, cities and other geographic regions have implemented
containment measures, such as imposing restrictions on travel and business operations and advising or
requiring individuals to limit or forgo their time outside of their homes. Individuals’ ability to travel has been
curtailed through border closures, mandated travel restrictions and limited operations of hotels and
airlines and may be further limited through additional voluntary or mandated closures of travel-related
businesses. The measures implemented to contain the COVID-19 pandemic have had, and are expected
to continue to have, a significant negative effect on our business, financial condition, results of operations,
cash flows and liquidity position. As a result of the upswing in COVID-19 case counts that intensified in
October 2020, new strains of the virus that have recently emerged and implementations of additional
travel restrictions, particularly in Europe, we have seen a deterioration of our financial results in the fourth
quarter of 2020 compared to 2020 summer period. With the continued spread of COVID-19 in Europe, the
United States and other countries, we expect the COVID-19 pandemic and its effects to continue to have
a significant adverse impact on our business.

Due to the uncertain and rapidly evolving nature of current conditions around the world, we are unable to
predict accurately the impact that the COVID-19 pandemic will have on our business going forward,
including to what extent our largest advertisers will resume advertising on our platform in the future at
levels similar to (or approaching) those preceding the pandemic. The COVID-19 pandemic may result in
or accelerate long-term changes to consumer behavior and industry structure that may have a significant
adverse effect on our future competitiveness and profitability. These changes may relate to travelers'
increased preference for destinations (e.g., those other than cities) or accommodation types that we have
historically been less well able to monetize, our inability to deliver the same numbers of first-time users to
our largest online travel agency, or OTA, advertisers or the fact that certain kinds of travel (e.g., business
travel) may recover very slowly or not at all. The COVID-19 pandemic has already caused several of our
smaller advertisers to file for insolvency, and it may cause additional consolidation in the online travel
industry in the future, resulting in fewer offers available on our platform and less competition on our
marketplace. The realization of any of these risks could have a material adverse effect on our business,
results of operations, financial condition and prospects.

We derive a large portion of our revenue from a relatively small number of advertisers. A reduction
in spending or any change in the bidding strategies by one or more of these advertisers could
harm our business and negatively affect our financial condition and results of operations.

Our "cost-per-click," or CPC, pricing for click-based advertising depends, in part, on competition among
advertisers on our marketplace, with advertisers that pay higher CPCs generally receiving better

advertising placement and more referrals from us. We continue to generate the great majority of our
revenue from our largest OTA advertisers, including brands affiliated with Booking Holdings, such as
Booking.com and Agoda, and those affiliated with our majority shareholder, Expedia Group, such as
Brand Expedia and Hotels.com. The loss of any of our major advertisers, including Booking Holdings,
Expedia Group or their affiliated brands, on some or all of our platforms, or a reduction in the amount they
spend, could result in significant decreases in our revenue and profit or negative impacts on our liquidity
position. We experienced a significant reduction in revenue in 2020 when advertisers reduced their spend
on our platform or deactivated their campaigns entirely. Although we were eventually able to collect the
great majority of outstanding account receivables that were at the time past due, we made significant
payment concessions in the first quarter of 2020 for many of our advertisers, permitting them to extend
payment dates or pay pursuant to installment plans. We would have experienced an increase in credit
losses if such advertisers or affiliated brands ultimately had failed to pay us.

Our ability to grow and maintain revenue from our advertisers is dependent to a significant extent on our
ability to generate referrals, customers, bookings or revenue and profit for our advertisers on a basis they
deem to be cost-effective. Any reduction in the value that we deliver to our advertisers may negatively
affect CPC bids on our marketplace. Our advertisers' spend on our platforms may also be adversely
affected by factors not related to the value we can deliver to them, such as a weakening of their own
financial or business conditions or external economic effects.

Even if we improve our product and deliver value to our advertisers, the fact that a significant portion of
our revenue is generated from brands affiliated with Booking Holdings and Expedia Group can permit
these advertisers, depending on marketplace dynamics, to adjust their CPC bids and obtain the same or
increased levels of referrals, customers, bookings or revenue and profit at lower cost. This can occur if
one or more advertisers with sufficient market share to influence our aggregate CPC levels change their
return-on-investment targets for their spend on our marketplace. Our advertisers may also change their
CPC bidding on our marketplace in response to changes we may make to our sorting and ranking
algorithm, which may also, in turn, negatively impact our revenue levels and profitability or increase the
volatility on our marketplace. As we begin to offer our advertisers the option to participate in our
marketplace on a cost-per-acquisition, or CPA, basis, we may be unable to monetize traffic at levels we
have achieved in the past. In addition, our revenue may be subject to cancellation risk if our future CPA
arrangements with our advertisers allocate this risk to us.

We believe that our advertisers continuously review their advertising spend on our platform and on other
marketing channels, and continuously seek to optimize the allocation of their spend among us and our
competitors. In particular, we regularly compete with our advertisers in auctions for search engine
keywords on Google and other search engines and adjust our spend on search engine marketing based
on trends we see in our results. If changes in large advertisers’ strategies on our marketplace were to
cause us to spend significantly less on these marketing channels, we would also generate fewer Qualified
Referrals and, as a result, our revenue and results of operations would be adversely affected. Such
advertisers may also experience improvements in their competitiveness on these marketing channels,
providing them with additional financial benefits from pursuing such a strategy.

The manifestation of any of these risks is likely to have a material adverse effect on our business, results
of operations, financial condition and prospects.

We are subject to a number of factors that contribute to significant period-to-period volatility in
our financial condition and results of operations.

Our financial condition and results of operations have varied and may continue to vary considerably from
period to period. This was reflected in the quarter-to-quarter changes in our profitability and revenue in
2020 as a result of the COVID-19 pandemic. We cannot reliably predict our advertisers' future advertising
spend or CPC levels or other strategic goals they hope to achieve through changes in bidding on our
marketplace and, as a result, it is difficult for us to forecast advertiser demand, especially since our
advertisers can and often do change their CPC bidding levels with little or no notice to us. Resulting

changes in Referral Revenue, especially as a result of changes in CPC bidding levels by our largest
advertisers, can result in our inability to reduce our Advertising Spend, particularly on television, quickly
enough to respond to the change in revenue. As we spend the great majority of our revenue on
advertising, such a failure to reduce Advertising Spend quickly enough can have, and has in the past had,
a sudden and significant adverse effect on our profitability and results of operations. Any resulting inability
to meet financial guidance that we may communicate to the market in the future may have a material
adverse effect on our business, results of operations, financial condition and prospects.

As a result of the COVID-19 pandemic, we have experienced and may in the future experience an
impairment of goodwill.

As a result of the continued deterioration of our business due to the COVID-19 outbreak, we performed a
goodwill impairment analysis during the first quarter of 2020. After analyzing the expected economic and
financial impacts of the COVID-19 outbreak, we recorded an impairment charge of €207.6 million. We
may continue to record impairment charges in the future due to the long-term economic or financial
impacts of the COVID-19 pandemic.

We are dependent on general economic conditions, and declines in travel or discretionary
spending has reduced and in the future, could reduce the demand for our services.

Our results of operations and financial prospects are significantly dependent upon users of our services
and the prosperity and solvency of the OTAs, hotel chains and independent hotels that have relationships
with us. Travel, including hotel room reservations, is dependent on personal and business discretionary
spending levels. Demand for travel services tends to decline, along with the advertising budgets spent by
hotels and other accommodation aggregators, during general economic downturns and recessions.
Events and developments that cause deteriorations in economic conditions on a national, regional or
global level, or are perceived as likely to lead to such deteriorations, can quickly affect our business. In
particular, the COVID-19 pandemic and the resulting economic conditions, regulatory restrictions and
voluntary precautionary measures have resulted in a material decrease in consumer spending and an
unprecedented decline in travel activities and consumer demand for related services. Our financial results
and prospects are almost entirely dependent on the sale of accommodation-related services by our
advertisers. Other conditions that reduce disposable income or consumer confidence, such as an
increase in interest rates (which, among other things, could cause consumers to incur higher monthly
expenses under mortgages), direct or indirect taxes, fuel prices or other costs of living, may also lead
users to reduce or stop their spending on travel or to opt for lower-cost products and services, and these
conditions may be particularly prevalent during future periods of recession, economic downturn or market
volatility and disruption. International travel may also be affected by changes in exchange rates among
significant origin and destination countries and may contribute to increased volatility in our business,
results of operations, financial condition and prospects.

Any significant decline in travel, consumer discretionary spending or the occurrence of any of the
foregoing conditions may reduce demand for our services. They can also cause advertisers to become
financially distressed, insolvent or fail to pay us for services we have already provided. The occurrence of
any of the above could have a material adverse effect on our business, results of operations, financial
condition and prospects, especially when considered together with the inherent attributes of our business
discussed above that also contribute to period-to-period volatility in our financial results.

Our ability to maintain and increase brand awareness in order to improve our financial
performance is dependent on the effectiveness of our Advertising Spend. Increased competition,
or inadequate or ineffective innovation in and execution of our advertising strategy could harm
our business and negatively affect our financial condition and results of operations.

We rely heavily on the trivago brand. Awareness, perceived quality and perceived differentiated attributes
of our brand are important aspects of our efforts to attract and expand the number of users of our
websites and apps. Many of our competitors have more resources than we do and can spend more on
advertising their brands and services. As a result, we have been required to spend considerable amounts
of money and other resources to preserve and increase our brand awareness. Competition for top-of-
mind awareness and brand preference is intense among online hotel search services, globally and in key
geographies. If we are unable to effectively preserve and increase our brand awareness, we may be
unable to successfully maintain or enhance the strength of our brand.

In particular, we have significantly reduced advertising budgets as a result of the COVID-19 pandemic
and have seen our competitors do the same. Once we eventually resume significant marketing activities
(particularly on TV), it is difficult for us to predict our future marginal returns on Advertising Spend. In the
future, our competitors may increase their spending on advertisement campaigns to improve their brand
awareness after a period of being offline during the COVID-19 pandemic, which could make it difficult for
us to increase or maintain our own marginal returns on our advertisements. We may face this difficulty
even if we make substantial investments in innovative technologies and concepts in our advertising.
Increased advertising spend by our competitors could also result in significant increases in the pricing of
one or more of our marketing and advertising channels, which could increase our costs for advertising
(which already consume most of our revenue) or cause us to choose less costly but less effective
marketing and advertising channels.

TV advertising has historically accounted for a large percentage of our Advertising Spend, and often has
higher costs than other channels. In recent years, we have engaged in successful broad-reaching TV
marketing campaigns. We expect to eventually invest again in TV marketing campaigns, including in
geographies where our brand is less well-known. As we make these investments, we may observe
increasing prices in light of increased spending from competitors or may see reduced benefits from our
advertising due to, among other things, increasing traffic share growth of search engines as destination
sites for users. In addition, our advertising efforts may become less cost-effective or less efficient than
they have been historically. We have historically placed orders for TV advertising in advance of the
campaign season. In the event travel demand is lower than we anticipated at the time we booked that
advertising, we may suffer losses if we are unable to cut planned spending, as was the case when we
were unable to pull back Advertising Spend quickly enough in the second quarter of 2017. Although our
losses relating to advertising commitments were relatively small during the COVID-19 pandemic because
we were able to renegotiate commitments, we may in the future be unsuccessful with this or an
alternative approach, which could, in turn, result in material losses.

Our marginal returns from TV advertising may also be negatively affected over time by declining
viewership in certain age groups and changes in viewing patterns that reduce viewer exposure to
advertising. In order to maintain or increase the effectiveness of our TV advertisements, we may need to
develop new creative concepts in our advertisements, and these advertisements may not be as effective
in terms of Return on Advertising Spend as those we have used in the past. If TV advertising becomes
less effective or if we experience diminishing returns from TV advertising overall or in key markets, we
may instead invest in other channels that may have a lower marginal Return on Advertising Spend. For
example, we may, in order to maintain our brand awareness, need to invest in other advertising formats,
such as online video, with which we have less experience and which may be less effective than TV
advertising. We believe the COVID-19 pandemic has accelerated the shift from linear TV to digital formats
and expect this trend to continue beyond the COVID-19 pandemic. If we are unable to maintain or
enhance consumer awareness of our brand or to generate demand in a cost-effective manner, it may
have a material adverse effect on our business, results of operations, financial condition and prospects.

We operate in an increasingly competitive travel industry. Many of our current and potential competitors,
including hotels themselves (both hotel chains and independent hotels), and metasearch engines, such
as Kayak, TripAdvisor, Trip.com and Google Hotel Ads, locally focused metasearch engines, such as
Qunar, OTAs, such as Booking.com, Ctrip and Brand Expedia, alternative accommodation websites, such
as Airbnb and Vrbo (previously HomeAway), and other hotel websites, may have been in existence
longer, may have larger user bases, may have wider ranges of products and services and may have
greater brand recognition and customer loyalty in certain markets and/or significantly greater financial,
marketing, personnel, technical and other resources than we do. Some of these competitors may be able
to offer products and services on more favorable terms than we can. Google Hotel Ads and other
metasearch websites, continue to expand globally, are increasingly competitive, have access to large
numbers of users, and, in some cases, continue to adopt strategies and develop technologies and
websites that are very similar to ours. In particular, Google Hotel Ads has invested into its own hotel
metasearch product, trying to capture more of the available profit margin in the online travel industry and
thereby grow its own profit base. In addition, relatively new industry participants, such as Airbnb and
Trip.com, have in recent periods increased their activities across Western markets, which has further
intensified competition. Competition could result in higher traffic acquisition costs, lower CPC levels and
reduced margins on our advertising services, loss of market share, reduced user traffic to our websites
and reduced advertising by hotel companies and other accommodation advertisers on our websites. In
addition, the competitive structure of the online travel industry may change significantly as a result of the
COVID-19 pandemic, which may make it difficult to regain our pre-pandemic market share. If fewer
advertisers choose to advertise on our website, we will have less information available to display, which
makes our services less valuable to users.

In addition, many of these competitors may be able to devote significantly greater resources to marketing
and promotional campaigns; attracting and retaining key employees; securing participation of hotels and
access to hotel information, including proprietary or exclusive content; website and systems development;
research and development; and enhancing the speed at which their services return user search results.
Our competitors may also be able to adjust their marketing spend more quickly or allocate it more
efficiently than we can or improve their product more quickly and effectively, especially since they have
more complete information about their users than we do about ours. Many of these competitors may also
offer user incentives, such as loyalty awards or priority access to services, which may not be available if
users book through third-party sites or services.

As a result, competition, individually or in the aggregate, could result in higher traffic acquisition costs,
reduced operating margins, loss of market share, reduced user traffic to our websites and reduced
advertising by OTAs and hotels on our websites, which could have an adverse impact on our CPCs. This,
in turn, may have a material adverse effect on our business, results of operations, financial condition and
prospects. In addition, competition among our advertisers may cause some of them to have financial
difficulties, default on or materially delay their obligations to pay us for services we have already provided
or become insolvent. As a result, we may not be able to compete successfully against current and future
competitors, and competition among advertisers may have a material adverse effect on our business,
results of operations, financial condition and prospects.

We updated our mission “to be your companion to experience our world” and have begun to explore
potential ways we can expand our value proposition beyond our historical focus on accommodation
search. For example, we have begun partnering with other online travel companies to test price
comparison offerings across non-accommodation travel verticals (e.g., flights, car rentals and activities).

We have also been expanding our product towards a more inspirational value proposition, targeting users
who are undecided with regards to the specifics of planned travel or who may not have contemplated a
trip in the first place.

Many of our competitors, including the large OTAs, have substantially more experience with respect to
offering flights, car rentals and activities and have access to more content to promote user interaction with
an inspirational product. If our efforts to integrate additional verticals into our website and to create more
inspirational content are unsuccessful, or if our competitors can provide more attractive advertising terms
to potential advertisers or more attractive content to users, we may be unable to provide as broad a set of
search results or as interesting content to our users as our competitors are able to provide. In addition,
we may be unable to monetize flights, car rentals and activities successfully or to the same degree as our
competitors. We may also be unsuccessful in transforming general interest in inspirational travel content
into interactions with our website that we are ultimately able to monetize. The materialization of any of
these risks may have a material adverse effect on our business, results of operations, financial condition
and prospects.

If we do not continue to innovate and provide tools and services that are useful to users and
advertisers, we may not remain competitive, and our revenue and results of operations could
suffer.

Our success depends on continued innovation to provide features and services that make our websites
and apps useful for users. Our ability to attract users to our services depends in large part on providing a
comprehensive set of search results and a broad range of offers across price ranges. To do so, we
maintain relationships with OTAs, hotel chains and independent hotels to include their data in our search
results. Although we maintain a very large searchable database of hotels from around the world, we do
not have relationships with some significant potential advertisers, including some major hotel chains,
many independent hotels, smaller chains and certain large providers of alternative accommodations. In
addition, consolidation among advertisers, which may occur at increasing levels because of the
COVID-19 pandemic, or a change to more coordinated or centralized marketing activities within OTA
groups and hotel chains, could reduce the number of offers we have available in our marketplace for each
hotel. In recent periods, the large OTAs have moderated their performance marketing spend and have
publicly emphasized their desire to increase the efficiency of their performance marketing spend. The
reduced participation by existing advertisers in our marketplace or our inability to continue to add more
accommodation inventory to our platform may reduce the comprehensiveness of our search results,
which could reduce user confidence in the search results we provide, making us less popular and could,
because there are fewer offers made on our marketplace, enable advertisers to bid less for offers.

In addition, our competitors are constantly developing innovations in online hotel-related services and
features. As a result, we must continue to invest significant resources in research and development in
order to continuously improve the speed, accuracy and comprehensiveness of our services. The
emergence of alternative platforms and the emergence of niche competitors who may be able to optimize
services or strategies such platforms have required, and will continue to require, new and costly
investments in technology. We have invested, and in the future may invest, in new business strategies
and services. Some of the changes we are implementing may prioritize the quality of user experience
over short-term monetization. These strategies and services may not succeed, and, even if successful,
our revenue may not increase. In addition, we may fail to adopt and adapt to new technology, especially
as Internet search, including through Google and Amazon, potentially moves from a text to voice interface
over the coming years, or we may not be successful in developing technologies that operate effectively
across multiple devices and platforms. New developments in other areas could also make it easier for
competitors to enter our markets due to lower up-front technology costs. If we are unable to continue
offering innovative services or do not provide sufficiently comprehensive results for our users, we may be
unable to attract additional users and advertisers or retain our current users and advertisers, which may
have a material adverse effect on our business, results of operations, financial condition and prospects.

Several of our product features depend, in part, on our relationship with third parties to provide us
with content.

We currently license and incorporate into our websites content from third parties. As we continue to
introduce new services that incorporate new content, we may be required to license additional content.
We cannot be sure that such technology will be available on commercially reasonable terms, if at all. In
particular, certain third parties provide us with consumer reviews that we provide to our users along with
our proprietary rating score. If any of our third-party data providers terminate their relationships with us,
the information that we provide to users may be limited or the quality of the information may suffer, which
may negatively affect the implementation of our strategic initiatives, users’ perception of the value of our
product and our reputation.

We rely on assumptions, estimates and data to make decisions about our business, and any
inaccuracies in, or misinterpretation of, such information could negatively impact our business.

We take a data-driven, testing-based approach to managing our business, where we use our proprietary
tools and processes to measure and optimize end-to-end performance of our platform. Our ability to
analyze and rapidly respond to the internal data we track enables us to improve our platform and make
decisions about allocating marketing spend and ultimately convert any improvements into increased
revenue. While the internal data we use to judge the effectiveness of changes to our platform and to
make improvements to how we make decisions about allocating Advertising Spend are based on what we
believe to be reasonable assumptions and estimates, our internal tools are not independently verified by a
third party and have a number of limitations. We only have access to limited information about user
behavior compared to many of our competitors that in many cases can record detailed information about
users who log onto their websites or who complete a booking or other transaction with them.

In addition, our ability to track user behavior is also subject to considerable limitations, for example,
relating to our ability to use cookies and browser extensions to analyze behavior over time, and to
difficulties pertaining to users who use multiple devices to conduct their search for accommodation. In
particular, users can block or delete cookies through their browsers or “ad-blocking” software or apps. The
most common Internet browsers allow users to modify their browser settings to prevent cookies from
being accepted by their browsers, or are set to block third-party cookies by default. At least one major
browser has introduced extensive privacy features, including the imposition of a strict time limit on
tracking tools' lifespans. Any of these developments may inhibit our ability to use cookies to better
understand and track our users’ preferences to improve our platform, to optimize our marketing
campaigns and our advertisers’ campaigns and to detect and prevent fraudulent activities. We believe
that many of our competitors, in particular Google, have substantial advantages compared to us in their
ability to understand and track users' behavior. In addition, we are to a significant extent dependent upon
certain advertisers for specific types of user information, including, for example, as to whether a user
ultimately completed a booking. Our or our advertisers’ methodologies for tracking this information may
change over time. Some countries have also already unilaterally adopted digital services taxes, with other
countries planning to adopt such taxes in the future. In addition to increasing our operational expenses,
digital service taxes are likely to make it more difficult for us to measure the marginal efficiency of our
Advertising Spend among marketing channels as such taxes will affect not only how we allocate our
spend but also how these marketing channels and our advertisers make decisions about their
businesses.

If the internal tools we use to judge the effectiveness of changes to our platform produce or are based on
information that is incomplete or inaccurate, or we do not have access to important information, or if we
are not sufficiently rigorous in our analysis of that information, or if such information is the result of
algorithm or other technical or methodological errors, the decisions we make relating to our website,
marketplace and allocation of marketing spend may not result in the positive effects in terms of
profitability, revenue and user experience that we expect, which may negatively impact our business,
results of operations, financial condition and prospects.

We rely on search engines, particularly Google, to drive a substantial amount of traffic to our
platform. If Google continues to promote its own products and services that compete directly with
our accommodation search at the expense of traditional keyword auctions and organic search,
our business, financial performance and prospects may be negatively impacted.

We rely on Bing, Google, Naver, Yahoo! and other Internet search engines to generate a substantial
amount of traffic to our websites, principally through the purchase of hotel-related keywords. We obtain a
significant amount of traffic via search engines and therefore utilize techniques such as search engine
optimization and search engine marketing to improve our placement in relevant search queries. The
number of users we attract from search engines to our platform is due in large part to how and where
information from, and links to, our websites is displayed on search engine pages. Google and other
search engines frequently update and change the logic that determines the placement and display of
results of a user’s search. If a major search engine changes its algorithms in a manner that negatively
affects the search engine ranking, paid or unpaid, of our websites or that of our third-party distribution
partners, or if competitive dynamics impact the costs or effectiveness of search engine optimization,
search engine marketing or other traffic generating arrangements in a negative manner, it may have a
material adverse effect on our business, results of operations, financial condition and prospects. In
addition, if search engines, especially smaller players, decline in popularity, we may see adverse impacts
as they provide us with fewer relevant leads or even shut down their services completely, resulting in
even less competition in general search.

In some instances, search and metasearch companies may change their displays or rankings in order to
promote their own competing products or services or the products or services of one or more of our
competitors. For example, Google, a significant source of traffic to our website, frequently promotes its
own hotel search platform (which it refers to as “Hotel Ads”) at the expense of traditional keyword auctions
and organic search results. This, in turn, has negatively impacted the search ranking of our website. We
have introduced Hotel Ads as a marketing channel in many markets, but our placement in its results is
dependent on factors used by Hotel Ads’ algorithm to rank and display our offers, resulting in dynamics
significantly different from search engine marketing in the form that we have historically been familiar with.
This may present a challenge since we may have significantly less flexibility to acquire traffic for our
website using that platform compared to traditional hotel-related keyword advertising. In addition, our
major advertisers might not be amenable in some cases to our using their inventory to compete with them
on Hotel Ads, which may present a further difficulty if Google continues to direct traffic in this manner.
Google’s promotion of its own competing products, or similar actions by Google in the future that have the
effect of reducing our prominence or ranking on its search results, could have a substantial negative effect
on our business, results of operations, financial condition and prospects.

In addition, a significant amount of traffic is directed to our websites through our participation in display,
email and affiliate advertising campaigns on search engines, advertising networks, affiliate websites and
social networking sites. Pricing and operating dynamics for these traffic sources can experience rapid
change, both technically and competitively. Any of these providers could also, for competitive or other
purposes, alter their search algorithms or results, causing our websites to place lower in search results,
which may reduce our user traffic and may have a material adverse effect on our business, results of
operations, financial condition and prospects.

The litigation in Australia could increase our expenses and will subject us to significant monetary
penalties.

Australian Federal Court appealing part of that judgment. On November 4, 2020, the Australian Federal
Court dismissed trivago’s appeal. A separate trial regarding penalties and other orders is scheduled for
June 7, 2021.

In establishing a provision in respect of the ACCC matter, management took into account the information
currently available, including judicial precedents. However, there is considerable uncertainty regarding
how the Australian Federal Court would calculate the penalties that will be ultimately assessed on us. In
particular, the Australian Federal Court determined that we engaged in certain conduct after September 1,
2018 that will result in the applicability of the new penalty regime under the ACL, which significantly
increased the maximum penalty applicable to parts of our conduct. Only a few cases have been decided
so far assessing penalties for contraventions of the ACL under the new regime. The penalties imposed in
those cases were jointly agreed by the parties and were not the subject of a contested penalty hearing. In
addition, the Australian Federal Court in each case did not allocate the total penalty imposed between the
old and new penalty regime. When assessing penalties, the Court does not apply any mathematical
formula, but rather considers and weighs “all relevant matters”. Certain statutory maximum penalties
serve, when balanced with all other relevant factors, as a yardstick for the court to assess penalties. In
order to determine such maximum penalties under the new penalty regime, the court will need to consider
whether the “value of the benefit received” by us can be determined and, if so, multiply it by three. Should
the court determine that such benefit is not ascertainable, we would be subject to a maximum penalty per
contravention equaling 10% of the turnover of the “body corporate”, and any related body corporate, for
the preceding 12 months. It is unclear how a court might interpret these statutory provisions or how the
court might otherwise exercise its considerable discretion in respect of these matters. Any penalty amount
could substantially exceed the level of provision that we established for this litigation. The ultimate
penalties assessed in this case could have a material adverse effect on our business, results of
operations, financial condition and prospects.

Regulators' continued focus on the consumer-facing business practices of online travel
companies may adversely affect our business, financial performance, results of operations or
business growth.

A number of regulatory authorities in Europe (including the UK Competition and Markets Authority, or
“CMA”), Australia, and elsewhere have initiated litigation and/or market studies, inquiries or investigations
relating to online marketplaces and how information is presented to consumers using those marketplaces,
including practices such as search results rankings and algorithms, discount claims, disclosure of
charges, and availability and similar messaging. For example, in 2018, the CMA, opened an investigation
into certain of our display practices in the United Kingdom that the CMA questioned under U.K. consumer
law. On January 31, 2019, we submitted voluntary undertakings to the CMA to make changes to certain
disclosure and other display practices in the United Kingdom. The undertakings resolved the CMA's
investigation into our practices in the United Kingdom without any admission or finding that our practices
violated U.K. law. On January 20, 2020, the Australian Federal Court issued a judgment in the Australian
Competition and Consumer Commission (ACCC)’s case against us regarding our advertising and website
display practices in Australia. Parts of the court’s opinion included views that differed significantly from
those of other national regulators and raised concerns about the function of our marketplace and the
adequacy of disclosures to consumers regarding how advertisers that pay higher CPCs generally receive
better advertising placement on our website. Since then, two purported class actions have been filed in
Israel and Ontario, Canada, making allegations about our advertising and/or display practices broadly
similar to aspects of the case presented by the ACCC. These cases are still in their early stages. Should
other national courts or regulators take a similar view of our business model to that of the Australian
Federal Court and the ACCC, or should changes in our business practices or those prevalent in our
sector brought about by the attention brought on by this litigation or other regulatory matters reduce the
attractiveness, competitiveness or functionality of our platform and the services we offer, or should our
reputation or that of our sector continue to suffer, or should we have to pay substantial amounts in respect
or as a result of any such regulatory action or proceeding, our business, results of operations, financial
condition and prospects could be adversely affected.

In addition, many governmental authorities in the markets in which we operate are also considering
additional and potentially diverging legislative and regulatory proposals that would increase the level and
complexity of regulation on Internet display, disclosure and advertising activities. For example, in the
European Union a new Directive as regards the better enforcement and modernization of Union
consumer protection rules (the “New Deal for Consumers”) recently came into force, and a regulation of
the European Parliament and of the Council for business users of online intermediary services (the P2B
Regulation) has been recently adopted. In parallel, the national competent authorities of the EU and EEA
countries have coordinated their actions, through the Consumer Protection Cooperation (CPC) network,
in order to address potential infringements of consumer protection legislation. EU regulators have also
been cooperating with international counterparts on consumer protection issues internationally, such as
within the International Consumer Protection and Enforcement Network (“ICPEN”), e.g., the CMA has
been co-leading an ICPEN project on digital platforms in the travel and tourism sector, which may lead to
further coordinated enforcement activities in the sector. There also are, and will likely continue to be, an
increasing number of laws and regulations pertaining to the Internet and online commerce that may relate
to liability for information retrieved from, transmitted over or displayed on the Internet, display of certain
taxes, charges and fees, online editorial, user-generated or other third-party content, user or other third-
party privacy, data security, behavioral targeting and online advertising, taxation, liability for third-party
activities and the quality of services. Furthermore, the growth and development of online commerce may
prompt calls for additional or more complex consumer protection laws and higher levels of regulatory
review and enforcement activities, which may impose additional burdens, costs or limitations on online
businesses generally. In this context, we note that in a study into paid ranking which was published on
February 2, 2021 the Netherlands Authority for Consumers and Markets (ACM) has found that paid
ranking (or sponsored ranking) comes with risks for competition and consumers. This and possible future
related studies and inquiries may adversely affect the way trivago monetizes its offers on its sites.

Moreover, our business and financial performance could be adversely affected by unfavorable changes in
or interpretations of existing laws, rules and regulations or the promulgation of new laws, rules and
regulations applicable to us and our businesses, including those relating to those discussed above as well
as anti-corruption, anti-trust and competition, economic and trade sanctions, tax, banking, data security
and privacy. In addition, following the expiry of the EU-UK Withdrawal Agreement on December 31, 2020,
there is uncertainty regarding the extent to which future regulations and policies in the United Kingdom
may diverge from those of the European Union giving rise to greater regulatory complexity and additional
compliance costs. Regulatory authorities or courts could prevent or temporarily suspend us from carrying
on some or all of our activities or otherwise penalize us (including imposing financial penalties and
restricting our conduct going forward) if our practices were found not to comply with applicable legal,
regulatory or licensing requirements or any binding interpretation of such requirements. Changes we
might be required to make to our practices as a result of regulatory or judicial action, could decrease
demand for our services, limit marketing methods and capabilities available to us, affect our margins and
increase our costs, which could decrease demand for services, reduce revenue, increase costs or subject
the company to additional liabilities.

Increasing enforcement of international trade and anti-corruption regulations could affect our
ability to remain in compliance with such regulations and could have a materially adverse effect
on our business, results of operations, financial condition and prospects.

The SEC, U.S. Department of Justice and U.S. Office of Foreign Assets Control, or OFAC, as well as
other foreign regulatory authorities, have continued to increase the enforcement of economic and trade
regulations and anti-corruption laws, across industries. U.S. trade sanctions restrict transactions involving
designated foreign countries and territories, including the Crimea region of the Ukraine, Cuba, Iran, North
Korea and Syria, as well as certain specifically targeted individuals and entities. We believe that our
activities comply with applicable OFAC trade regulations and anti-corruption regulations, including the
U.S. Foreign Corrupt Practices Act and the U.K. Bribery Act. As regulations are amended and the
interpretation of those regulations evolves, we cannot guarantee that our programs and policies will be
deemed compliant by all applicable regulatory authorities. In the event that our controls should fail or are

found to be not in compliance for other reasons, including as a result of changes to our products and
services or the behavior of our advertisers, we could be subject to monetary damages, civil and criminal
penalties, litigation and damage to our reputation and the value of our brand.

The U.S. Government announced that, effective May 2, 2019, it will no longer suspend the right of private
parties to bring litigation under Title III of the Cuban Liberty and Solidarity (Libertad) Act of 1996, popularly
known as the Helms-Burton Act, allowing certain individuals whose property was confiscated by the
Cuban government beginning in 1959 to sue in U.S. courts anyone who "traffics" in the property in
question. Five purported class actions were filed against us (and other defendants) in 2019. Since then,
the plaintiffs in all five cases have dropped trivago as a defendant (while the cases continue against other
defendants). These actions seek remedies including the value of the expropriated property (on which the
applicable hotel is located), plus interest, treble damages, attorneys' fees and costs. If trivago were to be
named again as a defendant in these cases, or in other similar cases, we believe that we have
meritorious defenses to such potential claims and that the results of any related litigation would not be
material to our business, financial condition or results of operations. However, litigation is uncertain and
there is little judicial history or interpretation of the relevant claims and defenses, in particular as applied
to businesses like ours. As a result, there can be no assurance that there will not be an adverse outcome
to any such litigation or that such an outcome would not result in an adverse impact on our business,
results of operations, financial condition and prospects.

We process, store and use personal data which exposes us to risks of internal and external
security breaches and could give rise to liabilities, including as a result of governmental
regulation and differing legal obligations applicable to data protection and privacy rights.

We may acquire personally identifiable information, personal data or confidential information from users of
our websites and apps and from advertisers and share this with third parties. Breaches or intrusions to
our systems or the systems of external service providers, including cloud-based systems, upon which we
have been increasingly relying, whether resulting from internal or external sources, could significantly
harm our business. It is possible that advances in computer circumvention capabilities, new discoveries or
other developments, including our own acts or omissions, could result in a compromise or breach of
personally identifiable information, personal data and/or confidential user information.

We cannot guarantee that our existing security measures or the security measures of external service
providers will prevent all security breaches, intrusions or attacks. A party, whether internal or external, that
is able to circumvent our security systems or the systems of an external service provider could improperly
obtain user information or proprietary information or cause significant disruptions to our operations. In the
past, we have experienced “denial-of-service” type of attacks on our system, which have made portions of
our website unavailable for periods of time. In early 2020, we were the victim of cyber-related fraud that
involved electronic communications impersonating one of our vendors, resulting in our paying several
outstanding invoices together totaling less than €1 million to foreign accounts controlled by the
impersonator. We may need to expend significant resources to protect against security breaches,
intrusions, attacks or other threats or to address problems caused by breaches. Any actions that impact
the availability of our website or apps could cause a loss of substantial business volume during the
occurrence of any such incident and could result in reputational harm and impact negatively our ability to
attract new customers and/or retain existing ones. The risk of security breaches, intrusions and other
attacks is likely to increase as the tools and techniques used in these types of attacks become more
advanced. The European data protection laws (described in detail below), have introduced mandatory
breach reporting to regulators and individuals across Europe. Security breaches could result in negative
publicity, damage to our reputation, expose us to risk of loss or litigation and possible liability and subject
us to regulatory penalties and sanctions as well as civil litigation. Security breaches could also cause
users and potential users to lose confidence in our security, which would have a negative effect on the
value of our brand.

We also face risks associated with security breaches affecting third parties conducting business over the
Internet. Users generally are increasingly concerned with security and privacy on the Internet, and any

publicized security problems impacting other companies could inhibit the growth of our business.
Additionally, security breaches at third parties upon which we rely, such as hotels, could result in negative
publicity, damage to our reputation, expose us to risk of loss or litigation and possible liability and subject
us to regulatory or criminal penalties and sanctions as well as civil litigation. We currently provide users
with the functionality to book directly with certain hotels, by completing a form on our website which
enables users’ details to be transferred directly to the hotel’s booking forms. In connection with facilitating
these transactions, we and contracted third party processors receive and store certain personally
identifiable information and/or personal data, including credit card information. We currently receive and
store certain personally identifiable information and/or personal data in the form of booking and
reservation data from advertisers. This information is increasingly subject to legislation and regulations in
numerous jurisdictions around the world, including throughout the member states of the European Union
as a result of the EU’s General Data Protection Regulation 2016/679, or GDPR, which has been in effect
since May 25, 2018, and of national GDPR implementation acts on an EU member state level. In
particular, EU laws regulate transfers of EU personal data to third countries, such as the United States,
that have not been found to provide adequate protection to such personal data. A considerable number of
our service providers and hotels operate in such jurisdictions. The laws, rules, and regulations regarding
cross-border transfers of personal data, including laws relating to transfer of personal data outside the EU
are rapidly evolving and likely to remain uncertain for the foreseeable future. Recent legal developments
in the EU have created complexity and uncertainty regarding transfers of personal data from the EU to the
United States and other jurisdictions. For example, on July 16, 2020, the European Court of Justice, or
CJEU, invalidated the EU-U.S. Privacy Shield framework, or Privacy Shield, which provided companies
with a mechanism to comply with data protection requirements when transferring personal data from the
EU to the United States. The same decision also cast doubt on the ability to use one of the primary
alternatives to the EU-U.S. Privacy Shield framework, namely, the European Commission’s Standard
Contractual Clauses, to lawfully transfer personal data from Europe to the United States and most other
countries. At present, there are few if any viable alternatives to the Privacy Shield Frameworks and the
Standard Contractual Clauses for the foregoing purposes.

Government regulation of privacy and data security is typically intended to protect the privacy of
personally identifiable information and/or personal data that is collected, processed and transmitted in or
from the governing jurisdiction. Since we collect, process and transmit personally identifiable information
and/or personal data in and from numerous jurisdictions around the world, we are subject to privacy, data
protection and data security legislation and regulations in a number of countries around the world. We are
in particular affected by the GDPR. The GDPR applies to any company established in the European
Union as well as to those outside the European Union if they collect and use personal data in connection
with offering goods or services to individuals in the European Union or the monitoring of their behavior (for
example, trip booking services). The GDPR enhances data protection obligations for processors and
controllers of personal data, including, for example, expanded disclosures about how personal information
is to be used, limitations on retention of information, mandatory data breach notification requirements and
onerous new obligations on services providers. Non-compliance with the GDPR can trigger significant
fines of up to €20 million or 4% of total worldwide annual turnover per case of violation, whichever is
higher. We may also be exposed to civil litigation including claims for damages and other adverse
consequences. We may incur substantial further expenses in ensuring and maintaining compliance with
the new obligations imposed by the GDPR and by national GDPR implementation acts and we may be
required to make significant further changes in our business operations and product and services
development, all of which may adversely affect our business, results of operations, financial condition and
prospects. We may have to undertake substantial effort to comply with new data protection laws in the
United Kingdom, Brazil and California or may need do so as a result of changes in U.S. federal, state or
other national data protection laws. Further, the United Kingdom’s exit from the European Union has
created uncertainty with regard to the regulation of data protection in the United Kingdom. In particular,
while the Data Protection Act of 2018, which implements and complements the GDPR achieved Royal
Assent on May 23, 2018 is now effective in the United Kingdom alongside a UK only adaptation of the
GDPR which took effect on January 1, 2021, it is still unclear whether transfer of data from the EU to the
United Kingdom will remain lawful under the GDPR without additional safeguards. We may also incur

costs to comply with new requirements and restrictions for data transfers between the European Union
and the United Kingdom based on applicable regulations. We could be adversely affected if we fail to
comply fully with all of these requirements and other laws in jurisdictions where we operate or target
users. In addition, we could be adversely affected if legislation or regulations are expanded to require
changes in our business practices or if governing jurisdictions interpret or implement their legislation or
regulations in ways that may have a material adverse effect on our business, results of operations,
financial condition and prospects.

In recent years, U.S. and European lawmakers and regulators have expressed concern over the use of
third-party cookies, web beacons and similar technology for online advertising, which is fundamental to
our business model. The current European laws that cover the use of cookies and similar technology and
marketing online or by electronic means are under reform and changing rapidly as a result of decisions
delivered by courts. Unlike the current law, the new proposed e-Privacy Regulation will apply directly in
each EU member state, without the need for further enactment at the member state level. When effective,
the e-Privacy Regulation is expected to alter rules on third-party cookies, web beacons and similar
technology for online advertising and to impose stricter requirements on companies using these tools.
The current draft also extends the strict opt-in marketing rules with limited exceptions to business-to-
business communications, and significantly increases penalties. Regulation of cookies and web beacons
(such as possibly requiring browsers to block access and use of device data and storage by default) may
lead to broader restrictions on our advertising activities, including efforts to understand users’ Internet
usage. Such regulations may have a detrimental effect on businesses, such as ours, that collect and use
online usage information in order to attract and retain advertisers and may increase the cost of
maintaining a business that collects or uses online usage information, increase regulatory scrutiny and
increase the potential for civil liability under consumer protection laws. Whereas it is currently still unclear
if and when the proposed e-Privacy Regulation will enter into effect, European regulators and courts tend
to apply the current law more restrictively in a way which would effectively anticipate opt-in requirements
under the proposed e-Privacy Regulation. European regulators increasingly take efforts to enforce their
positions.

Any significant disruption in service on our websites and apps or in our computer systems, some
of which are currently hosted by third-party providers, could damage our reputation and result in
a loss of users, which would harm our business and results of operations.

Our brand, reputation and ability to attract and retain users to use our websites and apps depend upon
the reliable performance of our network infrastructure and content delivery processes. We have
experienced interruptions in these systems in the past, including server failures that temporarily slowed
down the performance of our websites and apps, in particular as we opted to use more cloud-based
services. We may experience service interruptions in the future. Interruptions in these systems, whether
due to system failures, computer viruses or physical or electronic break-ins, could affect the security or
availability of our services on our websites and apps and prevent or inhibit the ability of users to access
our service, which, in turn, can have a material adverse effect on our financial condition, business and
results of operation. Problems with the reliability or security of our systems could harm our reputation.
Damage to our reputation and the cost of remedying these problems could negatively affect our business,
financial condition and results of operations.

Substantially all of the communications, network and computer hardware used to operate our website are
located at facilities in Germany, the United States, and Hong Kong, while also leveraging cloud-hosted
services. We either lease or own our servers and have service agreements with data center providers.
Additionally, we are becoming increasingly reliant upon external providers, including Amazon Web
Services and Google Cloud Platform, to provide us with cloud computing infrastructure. Any disruption to
our use of services furnished by these providers or an unanticipated increase in costs from using those
services could negatively impact our business operations. Our systems and operations are vulnerable to
damage or interruption from fire, flood, power loss, telecommunications failure, terrorist attacks, acts of
war, electronic and physical break-ins, computer viruses, earthquakes and similar events. The occurrence

of any of the foregoing events could result in damage to our systems and hardware or could cause them
to fail completely, and our insurance may not cover such events or may be insufficient to compensate us
for losses that may occur. Our systems are not completely redundant, so a failure of our system at one
site could result in reduced functionality for our users, and a total failure of our systems could cause our
websites or apps to be inaccessible to our users. Problems faced by our third-party service providers with
the telecommunications network providers with which they contract or with the systems by which they
allocate capacity among their users, including us, could adversely affect the experience of our users. Our
third-party service providers could decide to close their facilities without adequate notice. Any financial
difficulties, such as bankruptcy or reorganization, faced by our third-party service providers or any of the
service providers with whom they contract may have negative effects on our business, the nature and
extent of which are difficult to predict. If our third-party service providers are unable to keep up with our
growing needs for capacity, this could have an adverse effect on our business, results of operations,
financial condition and prospects. Any errors, defects, disruptions or other performance problems with our
services could harm our reputation and may have a material adverse effect on our business, results of
operations, financial condition and prospects.

In the past, we identified a material weakness in our internal control over financial reporting. If the
measures we have implemented, including internal controls, fail to be effective in the future, any
such failure could result in material misstatements of our financial statements, cause investors to
lose confidence in our reported financial and other public information, harm our business and
adversely impact the trading price of our ADSs.

Our management is responsible for establishing and maintaining internal controls over financial reporting,
disclosure controls, and compliance with other requirements of the Sarbanes-Oxley Act and the rules
promulgated by the SEC thereunder. Internal control over financial reporting is a process designed to
provide reasonable assurance regarding the reliability of financial reporting and the preparation of
financial statements in accordance with U.S. GAAP. In addition, our independent registered public
accounting firm is required to attest to the effectiveness of our internal control over financial reporting
pursuant to Section 404 of the Sarbanes-Oxley Act. Satisfying these requirements requires us to dedicate
a significant amount of time and resources, including for the development, implementation, evaluation and
testing of our internal controls over financial reporting. Although no material weaknesses were identified in
connection with the attestation of the effectiveness of our internal control over financial reporting as of
December 31, 2018, 2019 or 2020, our management cannot guarantee that our internal controls and
disclosure controls will prevent all possible errors or fraud. In addition, the internal controls that we have
implemented could fail to be effective in the future. This failure could result in material misstatements in
our financial statements, result in the loss of investor confidence in the reliability of our financial
statements and subject us to regulatory scrutiny and sanctions. This could, in turn, harm our business and
the market value of our ADSs. In addition, we may be required to incur costs in improving our internal
controls system and the hiring of additional personnel.

We may experience difficulties in implementing new business and financial systems.

We continue to transition certain business and financial systems to systems that reflect the size, scope
and complexity of our operations. These systems include an internally developed tool to manage our
invoicing and various third-party developed tools to assist us with internal system integration and financial
management. The process of migrating our legacy systems could disrupt our ability to timely and
accurately process and report key aspects of our financial statements as we will rely on these systems for
information that is included in or otherwise relevant for our financial statements. In addition, while the
implementation of these systems is intended to increase accuracy of financial reporting and reduce our
reliance on manual procedures and actions, the transition may affect the accuracy of reporting as we
align our new systems to our internal processes. With respect to these systems, certain financial controls
and processes will be required and may result in changes to the current control environment. These
changes will need to be assessed for effective implementation and effectiveness in mitigating inherent risk

in these processes. This evaluation could result in deficiencies in our internal control over financial
reporting, including material weaknesses, in future periods. Any difficulties in implementing the new
software or related failures of our internal control over financial reporting could adversely affect our
business, results of operations, financial condition and prospects, and could cause harm to our reputation.

We rely on information technology to operate our business and maintain our competitiveness, and
any failure to invest in and adapt to technological developments and industry trends could harm
our business.

We depend on the use of sophisticated information technologies and systems, including technology and
systems used for websites and apps, customer service, supplier connectivity, communications, fraud
detection and administration. As our operations grow in size, scope and complexity, we need to
continuously improve and upgrade our systems and infrastructure to offer an increasing number of user-
enhanced services, features and functionalities, while maintaining or improving the reliability and integrity
of our systems and infrastructure. In addition, we may not be able to maintain our existing systems or
replace or introduce new technologies and systems as quickly as we would like or in a cost-effective
manner. If these changes result in our infrastructure being unreliable or if they do not result in the benefits
we anticipate, our business, results of operations, financial condition and prospects could be adversely
affected.

Our brand is subject to reputational risks and impairment.

We have developed our trivago brand through extensive marketing campaigns, website promotions,
customer referrals and the use of a dedicated sales force. We cannot guarantee that our brand will not be
damaged by circumstances that are outside our control or by third parties, such as hackers, or interfaces
with their clients, such as subcontractors’ employees or sales forces, with a resulting negative impact on
our activities. For example, the independent actors we have relied on in various countries where we
advertise have come to represent our brand, such as “Mr. trivago” in the United States and “the trivago
girl” in Australia. The actions of such actors are not in our control, and negative publicity about such
actors could affect our brand image. Also, it is possible that the use of testimonials in the advertising and
promotion of our brands could have a negative impact on customer retention and acquisition if the
reputation of the testimonial provider is damaged. We may be subject to negative press accounts or other
negative publicity regarding our product, brand or business practices, which may, among other things,
cause us reputational harm. Such negative publicity may become more prevalent as a result of
announced or future regulatory investigations or litigation relating to practices in our marketplace and
related online travel-related market segments. We believe this occurred when the Australian Federal
Court issued a judgment finding that we had engaged in conduct in breach of the Australian Consumer
Law. Social media’s reach may magnify any negative publicity and messages can “go viral” necessitating
effective crisis response in real time. A failure on our part to protect our image, reputation and the brand
under which we market our products and services may have a material adverse effect on our business,
results of operations, financial condition and prospects.

Many events beyond our control may adversely affect the travel industry.

Many events beyond our control can adversely affect the travel industry, with a corresponding negative
impact on our business and results of operations. Natural disasters, including hurricanes, tsunamis,
earthquakes or volcanic eruptions, as well as other natural phenomena, such as outbreaks of the Zika
virus, the Ebola virus, avian flu and, most recently, a novel strain of coronavirus first identified in Wuhan,
Hubei Province, as well as other pandemics and epidemics, have disrupted normal travel patterns and
levels in the past. The COVID-19 pandemic has had a significant negative impact on our global business
volumes in 2020. The travel industry is also sensitive to events that may discourage travel, such as work
stoppages or labor unrest, political instability, regional hostilities, increases in fuel prices, imposition of

taxes or surcharges by regulatory authorities, travel-related accidents and terrorist attacks or threats. We
do not have insurance coverage against loss or business interruption resulting from war and terrorism,
and we may be unable to fully recover any losses we sustain due to other factors beyond our control
under our existing insurance coverage. The occurrence of any of the foregoing events may have a
material adverse effect on our business, results of operations, financial condition and prospects.

Our global operations expose us to risks associated with currency fluctuations, which may
adversely affect our business.

Our platform is available in a large number of jurisdictions outside the Eurozone. As a result, we face
exposure to movements in currency exchange rates around the world. Changes in foreign exchange rates
can amplify or mute changes in the underlying trends in our revenue and Revenue per Qualified Referral.
Although we largely denominate our CPCs in euro and have relatively little direct foreign currency
translation with respect to our revenue, we believe that our advertisers’ decisions on the share of their
booking revenue they are willing to pay to us are based on the currency in which the hotels being booked
are priced. Accordingly, we have observed that advertisers tend to adjust their CPC bidding based on the
relative strengthening or weakening of the euro as compared to the local functional currency in which the
booking with our advertisers is denominated. For example, we experienced negative impacts from foreign
exchange rate effects, in particular due to the relative weakening of the U.S. dollar and certain currencies
in Latin America to the euro in 2020. Currency exchange-related exposures also include but are not
limited to re-measurement gains and losses from changes in the value of foreign denominated monetary
assets and liabilities; translation gains and losses on foreign subsidiary financial results that are translated
into euro upon consolidation; fluctuations in hotel revenue and planning risk related to changes in
exchange rates between the time we prepare our annual and quarterly forecasts and when actual results
occur.

We do not currently hedge our foreign exchange exposure. Depending on the size of the exposures and
the relative movements of exchange rates, if we choose not to hedge or fail to hedge effectively our
exposure, we could experience a material adverse effect on our financial statements and financial
condition. As we have seen in some recent periods, in the event of severe volatility in foreign exchange
rates, these exposures can increase, and the impact on our results of operations can be more
pronounced. In addition, the current environment and the global nature of our business have made
hedging these exposures more complex.

We are subject to risks associated with a corporate culture that promotes entrepreneurialism
among our employees, decentralized decision making and continuous learning.

We have delegated considerable operational autonomy and responsibility to our employees, including
allowing our employees flexible working hours that allow them to determine when, where and for how long
they work. In addition, at the core of our culture is allowing our employees to grow, ensuring that they
continuously accept new challenges and take on new responsibilities. This is reflected by our approach to
the career development of our employees. We encourage our employees to move into and out of
internally defined leadership roles, and we rotate experienced employees to other jobs and different
leadership roles within the company. We also often make changes to our internal organizational structure
to support operational autonomy and individual advancement.

As a consequence, people in key positions may have less experience in the relevant operational areas.
As our employees have significant autonomy and may lack experience when performing new operational
roles, this could result in poor decision-making. We have also implemented remote working for our
employees during COVID-19 pandemic and plan to permit employees flexibility in this regard going
forward. Our remote working arrangements may result in a less cohesive corporate culture, thereby
negatively affecting our operations. In addition, our competitors may offer more operational autonomy and
flexibility in regard to remote work, which may, in turn, make it difficult for us to retain and motivate our

employees. The realization of any of these risks could have a material adverse effect on our business,
results of operations, financial condition and prospects.

We rely on the performance of highly skilled personnel, including senior management and our
technology professionals, and if we are unable to retain or motivate key personnel or hire, retain
and motivate qualified personnel, our business would be harmed.

We believe our success has depended, and continues to depend, on the efforts and talents of our senior
management and our highly skilled team members, including our software engineers and other
technology professionals who are key to designing code and algorithms necessary to our business. In
2020, we implemented significant headcount reductions. This reduction in workforce has resulted in the
loss of institutional knowledge, relationships or expertise for critical roles. This reduction could also have a
negative impact on employee morale and productivity, make it more difficult to retain valuable key
employees, divert attention from operating our business, create personnel capacity constraints and
hamper our ability to grow, develop innovative products and compete, any of which could impede our
ability to operate or meet strategic objectives. As travel recovers from the COVID-19 pandemic, we may
need to hire qualified individuals, which is typically a time-consuming process. We may be unable to
retain certain high-performing employees when the price of our ADSs is low, as a significant portion of the
compensation they receive consists of equity grants. We compete with companies that have far greater
financial resources than we do as well as companies that promise short-term growth opportunities and/or
other benefits. These companies may be able to provide attractive offers to employees in critical roles
who have gained valuable and marketable experience in our flat organizational structure. If we do not
succeed in attracting well-qualified employees, or retaining or motivating existing employees, including
senior management, our business would be adversely affected. The loss of the services of any key
individual could negatively affect our business.

The amended and restated shareholders’ agreement entered into by travel B.V. (which subsequently
converted into trivago N.V.), trivago GmbH (which subsequently merged into and with trivago N.V.), the
Founders, Expedia Lodging Partner Services S.à.r.l. ("ELPS") and certain other Expedia Group parties
(the "Amended and Restated Shareholders’ Agreement") in connection with our initial public offering
contains certain provisions that could affect the composition of our senior management. Pursuant to the
Amended and Restated Shareholders’ Agreement, certain transition arrangements have been agreed for
succession of our Chief Executive Officer. Mr. Schrömgens ceased to serve as our Chief Executive Officer
on December 31, 2019, on which date a "Transition Period" of three years commenced. During the first
eighteen months of the Transition Period, and unless a Founder is serving as our Chief Executive Officer
(which is presently not the case), ELPS has the right to select for binding nomination two management
board members and our Chief Executive Officer has the right to select all other management board
members for binding nomination, subject to approval by the supervisory board. Also, during the Transition
Period, the Amended and Restated Shareholders' Agreement stipulates certain arrangements for the
appointment of our (successor) Chief Executive Officer, including by expanding our supervisory board by
two seats (one of which to be filled on the basis of a selection by the Founders and the other on the basis
of a selection by ELPS) and the formation of a three-person nomination committee of the supervisory
board which shall be entitled to nominate a successor Chief Executive Officer, subject to the approval of
ELPS, and thereafter, the supervisory board.

Integration of acquired assets and businesses could result in operating difficulties and other
harmful consequences.

We have made small strategic acquisitions in the past and recently acquired weekengo GmbH
("Weekengo"), which operates the online travel search website “weekend.com” and specializes in
optimizing the delivery of search results for direct flights and hotel packages with a short-trip focus. We
expect to continue to evaluate a wide array of potential strategic transactions. We could enter into
transactions that could be material to our financial condition and results of operations. The process of

integrating an acquired company, business or technology may create unforeseen operating difficulties and
expenditures. The areas where we face risks in respect of acquisitions such as that of Weekengo and
subsequent integrations include:

•

diversion of management time and focus from operating our business to acquisition diligence,
negotiation and closing processes, as well as post-closing integration challenges;

implementation or remediation of controls, procedures and policies at the acquired company;

coordination of product, engineering and sales and marketing functions;

retention of key employees from the businesses we acquire;

responsibility for liabilities or obligations associated with activities of the acquired company before the
acquisition;

litigation or other claims in connection with the acquired company; and

in the case of foreign acquisitions, the need to integrate operations across different geographies,
cultures and languages and to address the particular economic, currency, political and regulatory
risks associated with specific countries.

Furthermore, companies that we have acquired, and that we may acquire in the future, may employ
security and networking standards at levels we find unsatisfactory. The process of enhancing
infrastructure to improve security and network standards may be time-consuming and expensive and may
require resources and expertise that are difficult to obtain. Acquisitions could also increase the number of
potential vulnerabilities and could cause delays in detection of a security breach, or the timeliness of
recovery from a breach. Failure to adequately protect against attacks or intrusions could expose us to
security breaches of, among other things, personal user data and credit card information that may have a
material adverse effect on our business, results of operations, financial condition and prospects.

Our failure to address these risks or other problems encountered in connection with our past or future
acquisitions and investments could delay or eliminate any anticipated benefits of such acquisitions or
investments, incur unanticipated liabilities and may have a material adverse effect on our business,
results of operations, financial condition and prospects.

We are subject to counterparty default risks.

We are subject to the risk that a counterparty to one or more of our customer arrangements will default on
its performance obligations. A counterparty may fail to comply with its commercial commitments, which
could then lead it to default on its obligations with little or no notice to us. This could limit our ability to take
action to mitigate our exposure. Additionally, our ability to mitigate our exposures may be constrained by
the terms of our commercial arrangements or because market conditions prevent us from taking effective
action. In addition, our ability to recover any funds from financially distressed or insolvent counterparties is
limited, and our recovery rates in such instances have historically been very low. Because a majority of
our accounts receivable are owed by Booking Holdings and Expedia Group, delays or a failure to pay by
any of these advertisers could result in a significant increase in our credit losses, and we may be unable
to fund our operations. These counterparties may also be located in countries where enforcement of our
creditors’ rights is more difficult than in the countries where our major OTA advertisers are located. If one
of our counterparties becomes insolvent or files for bankruptcy, our ability to recover any losses suffered
as a result of that counterparty’s default may be limited by the liquidity of the counterparty or the
applicable laws governing the bankruptcy proceedings, and in any event, the customers of that
counterparty may seek redress from us, even though the booking with that counterparty was not
conducted on our platform. In addition, almost all of our agreements with OTAs, hotel chains and
independent hotels may be terminated at will or upon three to seven days’ prior notice by either party. In
the event of such default or termination, we could incur significant losses or reduced revenue, which could
adversely impact our business, results of operations, financial condition and prospects.

Risks related to our ongoing relationship with our shareholders

Expedia Group controls our company and has the ability to control the direction of our business.

As of December 31, 2020, Expedia Group owned Class B shares representing 59.0% of our issued share
capital and 68.8% of the voting power in us. As long as Expedia Group owns a majority of the voting
power in us, and pursuant to certain rights it has under the Amended and Restated Shareholders’
Agreement, Expedia Group will be able to control many corporate actions that require a shareholder vote.

This voting control limits the ability of other shareholders to influence corporate matters and, as a result,
we may take actions that shareholders other than Expedia Group do not view as beneficial. This voting
control may also discourage transactions involving a change of control of our company, including
transactions in which you as a holder of ADSs (representing our Class A shares) might otherwise receive
a premium for your shares. Furthermore, Expedia Group generally has the right at any time to sell or
otherwise dispose of any Class A shares and Class B shares that it owns, including the ability to transfer a
controlling interest in us to a third party, without the approval of the holders of our Class A shares and
without providing for the purchase of Class A shares.

The Founders have contractual rights to exert control over certain aspects of our business.

Pursuant to the Amended and Restated Shareholder’s Agreement, the Founders have contractual rights
to exert control over certain aspects of our business. For example, subject to certain exceptions, as long
as the Founders collectively maintain holdings of at least 15% of our outstanding Class A shares and
Class B shares (taking into account, for purposes of determining such percentage, each security
convertible into or exchangeable for, and any option, warrant, or other right to purchase or otherwise
acquire, any share), a Founder must consent to certain corporate matters. This requirement limits the
ability of ELPS to control certain corporate matters and, as a result, we may fail to take actions that other
shareholders may view as beneficial. This contractual control may also discourage transactions involving
a change of control or sale of substantially all assets of our company, including transactions in which you
as a holder of ADSs representing our Class A shares might otherwise receive a premium for your shares
or dividend of proceeds representing a premium price for such assets. Furthermore, subject to certain
exceptions, so long as the Founders collectively maintain holdings of at least 15% of our outstanding
Class A and Class B shares (taking into account, for purposes of determining such percentage, each
security convertible into or exchangeable for, and any option, warrant, or other right to purchase or
otherwise acquire, any share), the Founders have the ability to nominate three members of the
supervisory board.

Various conflicts of interest among us, the Founders and Expedia Group could arise. Ownership interests
of directors or officers of Expedia Group in our shares, and ownership interests of members of our
management board and supervisory board in the stock of Expedia Group, or a person’s service as either
a director or officer of both companies, could create or appear to create potential conflicts of interest,
including when those directors and officers are faced with decisions relating to our company. In recent
years, Expedia Group, and brands affiliated with it, consistently accounted for a substantial portion of our
revenues.

Potential conflicts of interest could also arise if we decide to enter into any new commercial arrangements
with Expedia Group’s businesses in the future or in connection with Expedia Group’s desire to enter into
new commercial arrangements with third parties.

Expedia Group has the right to separately pursue acquisitions of businesses that we may also be
interested in acquiring and also has the right to acquire companies that may directly compete with us.
Expedia Group may choose to pursue these corporate opportunities other than through trivago.

Furthermore, disputes may arise between Expedia Group and us relating to our past and ongoing
relationships, and these potential conflicts of interest may make it more difficult for us to favorably resolve
such disputes, including those related to:

•

tax, employee benefit, indemnification and other matters;

the nature, quality and pricing of services Expedia Group agrees to provide to us;

sales, other disposals, purchases or other acquisitions by Expedia Group of shares in us (including
when our share price is lower than in comparable prior periods); and

business combinations involving us.

We may not be able to resolve any potential conflicts, and even if we do, the resolution may be less
favorable to us than if we were dealing with an unaffiliated party. While we are controlled by Expedia
Group, we may not have the leverage to negotiate amendments to these agreements, if required, on
terms as favorable to us as those we would negotiate with an unaffiliated third party.

Risks related to our intellectual property

We may not be able to adequately protect our intellectual property, which could harm the value of
our brand and adversely affect our business.

We regard our intellectual property as critical to our success, and we rely on trademark and confidentiality
and license agreements to protect our proprietary rights. If we are not successful in protecting our
intellectual property, it could have a material adverse effect on our business, results of operations,
financial condition and prospects.

Effective trademark and service mark protection may not be available in every country in which our
services are provided. The laws of certain countries do not protect proprietary rights to the same extent as
the laws of the United States and, therefore, in certain jurisdictions, we may be unable to protect our
proprietary technology adequately against unauthorized third-party copying or use, which could adversely
affect our competitive position. In addition, certain characteristics of the Internet, in particular the
anonymity it may allow some actors, may make the protection and enforcement of our intellectual
property difficult and in some cases, even impossible. We have licensed in the past, and expect to license
in the future, certain of our proprietary rights, such as trademarks, to third parties. These licensees may
take actions that might diminish the value of our proprietary rights or harm our reputation, even if we have
agreements prohibiting such activity. Moreover, we utilize intellectual property and technology developed
or licensed by third parties, and we may not be able to obtain or continue to obtain licenses and
technologies from these third parties at all or on reasonable terms. Also, to the extent that third parties are
obligated to indemnify us for breaches of our intellectual property rights, these third parties may be unable
to meet these obligations. Any of these events may have a material adverse effect on our business,
results of operations, financial condition and prospects.

We have registered domain names for websites that we use in our business, such as www.trivago.com,
www.trivago.de and www.trivago.co.uk. Our competitors could attempt to capitalize on our brand
recognition by using domain names similar to ours. Domain names similar to ours have been registered in
the United States and elsewhere, and in some countries the top-level domain name “trivago,” or spelling
variations on this, is owned by other parties. We may be unable to prevent third parties from acquiring
and using domain names that infringe on, are similar to, or otherwise decrease the value of, our brand or
our trademarks or service marks. Protecting and enforcing our rights to our domain names and
determining the rights of others may require litigation, which, whether or not successful, could result in
substantial costs and diversion of management attention.

Confidentiality agreements with employees and others may not adequately prevent disclosure of
trade secrets and other proprietary information.

A substantial amount of our processes and technologies is protected by trade secrecy laws. In order to
protect these technologies and processes, we rely in part on confidentiality agreements with our
employees, licensees, independent contractors and other advisors. These agreements may not effectively
prevent disclosure of confidential information, including trade secrets, and may not provide an adequate
remedy in the event of unauthorized disclosure of confidential information. In addition, others may
independently discover our trade secrets and proprietary information, and in such cases we could not
assert any trade secrecy rights against such parties. To the extent that our employees, contractors or
other third parties with which we do business may use intellectual property owned by others in their work
for us without our authorization, disputes may arise as to the rights in related or resulting know-how and
inventions. Laws regarding trade secrecy rights in certain markets in which we operate may afford little or
no protection to our trade secrets. The loss of trade secret protection could make it easier for third parties
to compete with our services by effectively replicating our services. In addition, any changes in, or
unexpected interpretations of, the trade secret and other intellectual property laws in any country in which
we operate may compromise our ability to enforce our trade secret and intellectual property rights. Costly
and time-consuming litigation could be necessary to enforce and determine the scope of our proprietary
rights, and failure to obtain or maintain trade secret protection may have a material adverse effect on our
business, results of operations, financial condition and prospects.

Our use of “open source” software could adversely affect our ability to offer our services and
subject us to possible litigation.

We use open source software in connection with our development. From time to time, companies that use
open source software have faced claims challenging the use of open source software or compliance with
open source license terms. We could be subject to suits by third parties claiming ownership of what we
believe to be open source software, or claiming non-compliance with open source licensing terms. Some
open source licenses require users who distribute software containing open source to make available all
or part of such software, which in some circumstances could include valuable proprietary code of the
user. While we monitor the use of open source software and try to ensure that none is used in a manner
that would require us to disclose our proprietary source code or that would otherwise breach the terms of
an open source agreement, such use could inadvertently occur, in part because open source license
terms are often ambiguous. Any requirement to disclose our proprietary source code or pay damages for
breach of contract may have a material adverse effect on our business, results of operations, financial
condition and prospects and could help our competitors develop services that are similar to or better than
ours.

Risks related to ownership of our Class A shares and ADSs

You may not be able to exercise your right to vote the Class A shares underlying your ADSs.

Holders of ADSs may exercise voting rights with respect to the Class A shares represented by their ADSs
only in accordance with the provisions of the deposit agreement. The deposit agreement provides that,
upon receipt of notice of any meeting of holders of our Class A shares, including any general meeting of
our shareholders, the depositary will, as soon as practicable thereafter, fix a record date for the
determination of ADS holders who shall be entitled to give instructions for the exercise of voting rights.
Upon timely receipt of notice from us, the depositary shall distribute to the holders as of the record date (i)
the notice of the meeting or solicitation of consent or proxy sent by us, (ii) a statement that such holder
will be entitled to give the depositary instructions and a statement that such holder may be deemed, if the
depositary has appointed a proxy bank as set forth in the deposit agreement, to have instructed the
depositary to give a proxy to the proxy bank to vote the Class A shares underlying the ADSs in
accordance with the recommendations of the proxy bank and (iii) a statement as to the manner in which
instructions may be given by the holders.

You may instruct the depositary of your ADSs to vote the Class A shares underlying your ADSs.
Otherwise, you will not be able to exercise your right to vote unless you withdraw our Class A shares
underlying the ADSs you hold. However, you may not know about the meeting far enough in advance to
withdraw those Class A shares. The depositary, upon timely notice from us, will notify you of the upcoming
vote and arrange to deliver voting materials to you. We cannot guarantee that you will receive the voting
materials in time to ensure that you can instruct the depositary to vote the Class A shares underlying your
ADSs. In addition, the depositary and its agents are not responsible for failing to carry out voting
instructions or for the manner of carrying out voting instructions. This means that you may not be able to
exercise your right to vote, and there may be nothing you can do if the Class A shares underlying your
ADSs are not voted as you had requested.

Under the deposit agreement for the ADSs, we may choose to appoint a proxy bank. In this event, the
depositary will be deemed to have been instructed to give a proxy to the proxy bank to vote the Class A
shares underlying your ADSs at shareholders’ meetings if you do not vote in a timely fashion and in the
manner specified by the depositary.

The effect of this proxy is that you cannot prevent the Class A shares representing your ADSs from being
voted, and it may make it more difficult for shareholders to exercise influence over our company, which
could adversely affect your interests. Direct holders of our Class A shares are not subject to this proxy.

You may not receive distributions on the Class A shares represented by our ADSs or any value for
them if it is illegal or impractical to make them available to holders of ADSs.

The depositary of our ADSs has agreed to pay to you the cash dividends or other distributions it or the
custodian receives on our Class A shares after deducting its fees and expenses. You will receive these
distributions in proportion to the number of our Class A shares your ADSs represent. However, the
depositary is not responsible if it decides that it is unlawful or impractical to make a distribution available
to any holders of ADSs. We have no obligation to take any other action to permit the distribution to any
holders of our ADSs or Class A shares. This means that you may not receive the distributions we make on
our Class A shares or any value from them if it is illegal or impractical for us to make them available to
you. These restrictions may have a material adverse effect on the value of your ADSs.

You may be subject to limitations on the transfer of your ADSs.

Your ADSs, which may be evidenced by American Depositary Receipts, are transferable on the books of
the depositary. However, the depositary may close its books at any time or from time to time when it
deems expedient in connection with the performance of its duties. The depositary may refuse to deliver,
transfer or register transfers of your ADSs generally when our books or the books of the depositary are

closed, or at any time if we or the depositary think it is advisable to do so because of any requirement of
law, government or governmental body, or under any provision of the deposit agreement, or for any other
reason.

We do not expect to pay any dividends for the foreseeable future.

The continued operation of, and strategic initiatives for, our business will require substantial cash.
Accordingly, we do not anticipate that we will pay any dividends on our ADSs for the foreseeable future.
Any determination to pay dividends in the future will be at the discretion of our management board and
will depend upon our results of operations, financial condition, contractual restrictions relating to
indebtedness we may incur, restrictions imposed by applicable law and other factors our management
board deems relevant.

Risks related to our corporate structure

The rights of shareholders in companies subject to Dutch corporate law differ in material respects
from the rights of shareholders of corporations incorporated in the United States.

We are a Dutch public company with limited liability (naamloze vennootschap). Our corporate affairs are
governed by our articles of association and by the laws governing companies incorporated in the
Netherlands. The rights of shareholders and the responsibilities of members of our management board
and supervisory board may be different from the rights and obligations of shareholders in companies
governed by the laws of U.S. jurisdictions. In the performance of their duties, our management board and
supervisory board are required by Dutch law to consider the interests of our company, its shareholders, its
employees and other stakeholders. It is possible that some of these parties will have interests that are
different from, or in addition to, your interests as a holder of ADSs representing our Class A shares.

We are not obligated to and do not comply with all the best practice provisions of the Dutch
Corporate Governance Code (or the DCGC). This may affect your rights as a shareholder.

We are a Dutch public company with limited liability (naamloze vennootschap) and are subject to the
DCGC. The DCGC contains both principles and best practice provisions for management boards,
supervisory boards, shareholders and general meetings of shareholders, financial reporting, auditors,
disclosure, compliance and enforcement standards. The DCGC applies to all Dutch companies listed on a
government-recognized stock exchange, whether in the Netherlands or elsewhere, including Nasdaq.

The DCGC is based on a “comply or explain” principle. Accordingly, companies are required to disclose in
their annual reports, filed in the Netherlands whether they comply with the provisions of the DCGC. If they
do not comply with those provisions (e.g., because of a conflicting U.S. requirement), the company is
required to give the reasons for such non-compliance. We do not comply with all the best practice
provisions of the DCGC. This may affect your rights as a shareholder and you may not have the same
level of protection as a shareholder in a Dutch company that fully complies with the DCGC.

Our dual-class share structure with different voting rights, and certain provisions in the Amended
and Restated Shareholders’ Agreement, limit your ability as a holder of Class A shares to
influence corporate matters and could discourage others from pursuing any change of control
transactions that holders of our Class A shares may view as beneficial.

We have a dual-class share structure such that our share capital consists of Class A shares and Class B
shares. In respect of matters requiring the votes of shareholders, based on our dual-class share structure,
holders of Class A shares are entitled to one vote per share, while holders of Class B shares are entitled
to ten votes per share. Each Class B share is convertible into one Class A share at any time by the holder

thereof, while Class A shares are not convertible into Class B shares under any circumstances. Each of
our ADSs represents one Class A share.

As of December 31, 2020, Expedia Group owned Class B shares representing 59.0% of our share capital
and 68.8% of the voting power in us, and the Founders owned Class B shares representing 25.2% of our
share capital and 29.4% of the voting power in us due to the disparate voting powers associated with our
dual-class share structure. See “Item 7: Major shareholders and related party transactions”. As a result of
the dual-class share structure and the concentration of ownership, as well as the terms of the Amended
and Restated Shareholders’ Agreement, Expedia Group (through ELPS) and the Founders have
considerable influence over matters such as decisions regarding mergers, consolidations and the sale of
all or substantially all of our assets, appointment and dismissal of management board members and
supervisory board members and other significant corporate actions. This concentration of ownership may
discourage, delay or prevent a change in control of our company, which could have the effect of depriving
the holders of ADSs (representing Class A shares) of the opportunity to receive a premium for their shares
as part of a sale of our company and may reduce the price of our Class A shares. This concentrated
control limits your ability to influence corporate matters that holders of Class A shares may view as
beneficial.

German and European insolvency laws are substantially different from U.S. insolvency laws and
may offer our shareholders less protection than they would have under U.S. insolvency laws.

As a company with its registered office in Germany, we are subject to German insolvency laws in the
event any insolvency proceedings are initiated against us including, among other things, directive
(EU) 2019/1023 of the European Parliament and of the Council of June 20, 2019 on insolvency
proceedings). Should courts in another EU jurisdiction determine that the insolvency laws of that EU
jurisdiction apply to us in accordance with and subject to such EU regulations, the courts in that country
could have jurisdiction over the insolvency proceedings initiated against us. Insolvency laws in Germany
or the relevant other European country, if any, may offer our shareholders less protection than they would
have under U.S. insolvency laws and make it more difficult for them to recover the amount they could
expect to recover in a liquidation under U.S. insolvency laws.

Dutch law and our articles of association may contain provisions that may discourage a takeover
attempt.

Dutch law and provisions of our articles of association may in the future impose various procedural and
other requirements that would make it more difficult for shareholders to effect certain corporate actions
and would make it more difficult for a third party to acquire control of us or to effect a change in the
composition of our management board and supervisory board. For example, such provisions include our
dual-class share structure that gives greater voting power to the Class B shares owned by Expedia Group
and our Founders, the binding nomination structure for the appointment of our management board
members and supervisory board members, and the provision in our articles of association which provides
that certain shareholder decisions can only be passed if proposed by our management board. In addition,
a bill is pending in Dutch Senate which, if enacted in its current form, would introduce a statutory cooling-
off period of up to 250 days during which the general meeting of shareholders would not be able to
dismiss, suspend or appoint members of the management board or supervisory board (or amend the
provisions in the articles of association dealing with those matters) unless those matters would be
proposed by the management board. This could occur, for example, if a public offer for trivago is made or
announced without trivago's support, provided that the management board believes that such proposal or
offer materially conflicts with the interests of trivago and its business.

U.S. investors may have difficulty enforcing civil liabilities against us or members of our
management board and supervisory board.

We are organized and existing under the laws of the Netherlands, and, as such, under Dutch private
international law rules the rights of our shareholders and the civil liability of our directors and executive
officers are governed in certain respects by the laws of the Netherlands. Most members of our
management board and supervisory board are non-residents of the United States. The ability of our
shareholders in certain countries other than the Netherlands to bring an action against us, our directors
and executive officers may be limited under applicable law. In addition, substantially all of our assets are
located outside the United States.

As a result, it may not be possible for shareholders to effect service of process within the United States
upon us or our directors and executive officers or to enforce judgments against us or them in U.S. courts,
including judgments predicated upon the civil liability provisions of the federal securities laws of the United
States. In addition, it is not clear whether a Dutch court would impose civil liability on us or any of our
directors and executive officers in an original action based solely upon the federal securities laws of the
United States brought in a court of competent jurisdiction in the Netherlands.

As of the date of this annual report, the United States and the Netherlands do not have a treaty providing
for the reciprocal recognition and enforcement of judgments, other than arbitration awards, in civil and
commercial matters. With respect to choice of court agreements in civil or commercial matters, it is noted
that the Hague Convention on Choice of Court Agreements entered into force for the Netherlands, but has
not entered into force for the United States. Accordingly, a judgment rendered by a court in the United
States, whether or not predicated solely upon U.S. securities laws, would not automatically be recognized
and enforced by the competent Dutch courts. However, if a person has obtained a judgment rendered by
a court in the United States that is enforceable under the laws of the United States and files a claim with
the competent Dutch court, the Dutch court will in principle give binding effect to a foreign judgment if (i)
the jurisdiction of the foreign court was based on a ground of jurisdiction that is generally acceptable
according to international standards, (ii) the judgment by the foreign court was rendered in legal
proceedings that comply with the Dutch standards of proper administration of justice including sufficient
safeguards (behoorlijke rechtspleging), (iii) binding effect of such foreign judgment is not contrary to
Dutch public order (openbare orde) and (iv) the judgment by the foreign court is not incompatible with a
decision rendered between the same parties by a Dutch court, or with a previous decision rendered
between the same parties by a foreign court in a dispute that concerns the same subject and is based on
the same cause, provided that the previous decision qualifies for recognition in the Netherlands. Even if
such a foreign judgement is given binding effect, a claim based thereon may, however, still be rejected if
the foreign judgment is not or no longer formally enforceable. Dutch courts may deny the recognition and
enforcement of punitive damages or other awards. Moreover, a Dutch court may reduce the amount of
damages granted by a U.S. court and recognize damages only to the extent that they are necessary to
compensate actual losses or damages. Enforcement and recognition of judgments of U.S. courts in the
Netherlands are solely governed by the provisions of the Dutch Code of Civil Procedure (Wetboek van
Burgerlijke Rechtsvordering).

Based on the lack of a treaty as described above, U.S. investors may not be able to enforce against us or
our directors, representatives or certain experts named herein who are residents of the Netherlands or
countries other than the United States any judgments obtained in U.S. courts in civil and commercial
matters, including judgments under the U.S. federal securities laws.

We rely on the foreign private issuer and controlled company exemptions from certain corporate
governance requirements under Nasdaq rules.

As a foreign private issuer whose ADSs are listed on Nasdaq, we are permitted to follow certain home
country corporate governance practices pursuant to exemptions under Nasdaq rules. A foreign private
issuer must disclose in its annual reports filed with the SEC each requirement under Nasdaq rules with
which it does not comply, followed by a description of its applicable home country practice. Our Dutch

home country practices may afford less protection to holders of our ADSs. We follow in certain cases our
home country practices and rely on certain exemptions provided by Nasdaq rules to foreign private
issuers, including, among others, an exemption from the requirement to hold an annual meeting of
shareholders no later than one year after an issuer’s fiscal year end, exemptions from the requirement
that a board of directors be comprised of a majority of independent directors, exemptions from the
requirements that an issuer’s compensation committee should be comprised solely of independent
directors, and exemptions from the requirement that share incentive plans be approved by shareholders.
See “Item 16G: Corporate governance” for more information on the significant differences between our
corporate governance practices and those followed by U.S. companies under Nasdaq rules. As a result of
our reliance on the corporate governance exemptions available to foreign private issuers, you will not
have the same protection afforded to shareholders of companies that are subject to all of Nasdaq’s
corporate governance requirements.

In addition to the exemptions we rely on as a foreign private issuer, we also rely on the “controlled
company” exemption under Nasdaq corporate governance rules. A “controlled company” under Nasdaq
corporate governance rules is a company of which more than 50% of the voting power is held by an
individual, group or another company. Our principal shareholder, Expedia Group, controls a majority of the
combined voting power of our outstanding shares, making us a “controlled company” within the meaning
of Nasdaq corporate governance rules. As a controlled company, we have elected not to comply with
certain corporate governance standards, including the requirement that a majority of our supervisory
board members are independent and the requirement that our compensation committee consist entirely of
independent directors.

Risks related to taxation

We may become taxable in a jurisdiction other than Germany, and this may increase the
aggregate tax burden on us.

Since our incorporation, we have had, on a continuous basis, our place of effective management in
Germany. Therefore, we believe that we are a tax resident of Germany under German national tax laws.
As an entity incorporated under Dutch law, however, we also qualify as a tax resident of the Netherlands
under Dutch national tax laws. However, given that substantially all of our operations (along with all
employees, management board members and fixed assets) are in Germany, based on current tax laws of
the United States, Germany and the Netherlands, as well as applicable income tax treaties, and current
interpretations thereof, we believe that we are tax resident solely in Germany for the purposes of the 2012
convention between the Federal Republic of Germany and the Netherlands for the avoidance of double
taxation with respect to taxes on income.

The applicable tax laws, tax treaties or interpretations thereof may change. Furthermore, whether we
have our place of effective management in Germany and are as such wholly tax resident in Germany is
largely a question of fact and degree based on all the circumstances, rather than a question of law, which
facts and degree may also change. Changes to applicable tax laws, tax treaties or interpretations thereof
and changes to applicable facts and circumstances (e.g., a change of board members or the place where
board meetings take place), or changes to applicable income tax treaties, including a change to the MLI
tie-breaker reservation, may result in our also becoming a tax resident of the Netherlands or another
jurisdiction (other than Germany), potentially also triggering an exit tax liability in Germany. As a
consequence, our overall effective income tax rate and income tax expense could materially increase,
which could have a material adverse effect on our business, results of operations, financial condition and
prospects, which could cause our ADS price and trading volume to decline.

Application of existing tax laws, rules or regulations are subject to interpretation by taxing
authorities.

The application of various national and international income and non-income tax laws, rules and
regulations to our historical and new services is subject to interpretation by the applicable taxing
authorities. These taxing authorities have become more aggressive in their interpretation and
enforcement of such laws, rules and regulations over time, as governments are increasingly focused on
ways to increase revenue. This has contributed to an increase in the audit activity and harsher stances
taken by tax authorities. As such, additional taxes or other assessments may be in excess of our current
tax reserves or may require us to modify our business practices to reduce our exposure to additional
taxes going forward, any of which may have a material adverse effect on our business, results of
operations, financial condition and prospects.

Significant degrees of judgment and estimation are required in determining our worldwide tax liabilities. In
the ordinary course of our business, there are transactions and calculations, including intercompany
transactions and cross-jurisdictional transfer pricing for which the ultimate tax determination is uncertain
or otherwise subject to interpretation. Tax authorities may disagree with our intercompany charges,
including the amount of or basis for such charges, cross-jurisdictional transfer pricing or other matters and
assess additional taxes. Although we believe our tax estimates are reasonable, the final determination of
tax audits could be materially different from our historical income tax provisions and accruals in which
case we may be subject to additional tax liabilities, possibly including interest and penalties, which could
have a material adverse effect on our business, results of operations, financial condition and prospects.

Amendments to existing tax laws, rules or regulations or enactment of new unfavorable tax laws,
rules or regulations could have an adverse effect on our business and financial performance.

Many of the underlying laws, rules or regulations imposing taxes and other obligations were established
before the growth of the Internet and e-commerce. If the tax or other laws, rules or regulations were
amended, or if new unfavorable laws, rules or regulations were enacted, the results could increase our
tax payments or other obligations, prospectively or retrospectively, subject us to interest and penalties,
decrease the demand for our services if we pass on such costs to the user, result in increased costs to
update or expand our technical or administrative infrastructure or effectively limit the scope of our
business activities if we decided not to conduct business in particular jurisdictions. As a result, these
changes may have a material adverse effect on our business, results of operations, financial condition
and prospects.

In addition, in the past, Germany and foreign governments have introduced proposals for tax legislation,
or have adopted tax laws, that could have a significant adverse effect on our tax rate, or increase our tax
liabilities, the carrying value of deferred tax assets, or our deferred tax liabilities. For example, in October
2015, the Organization for Economic Co-Operation and Development (OECD) released a final package of
measures to be implemented by member nations in response to a 2013 action plan calling for a
coordinated multi-jurisdictional approach to “base erosion and profit shifting” (BEPS) by multinational
companies. Multiple member jurisdictions, including the countries in which we operate, have begun
implementing recommended changes, such as proposed country-by-country reporting beginning as early
as 2016. By December 2020, 95 member jurisdictions, including Germany, have signed the “Multilateral
Convention
to Prevent Base Erosion and Profit
Shifting” (MLI), which allows member jurisdictions to amend existing bilateral double taxation treaties
according to results from the OECD BEPS project. Out of these 95 jurisdictions, 60 have also ratified the
MLI. Germany has ratified the MLI in December 2020 and it will enter into force in April 2021. Additionally,
several countries have unilaterally adopted digital services taxes, with other countries planning to adopt
such taxes in the future. There have also been other initiatives at the level of the OECD that may impact
the digital economy through the reallocation of taxing rights in respect of income attributable to countries
where digital enterprises have their target markets or digital presence. Such digital services taxes and
other initiatives could result, depending on how they are ultimately implemented, in incremental taxes,
and thus may adversely impact our business, results of operations, financial condition and prospects.

Implement Tax Treaty Related Measures

Any changes to national or international tax laws could impact the tax treatment of our revenues or
earnings and adversely affect our profitability. We continue to work with relevant authorities and
legislators to clarify our obligations under existing, new and emerging tax laws and regulations.

We are constantly exploring changes to our business structures to support our operations while managing
operational and financial risk for ourselves and our shareholders and to make our services more
financially attractive to our customers. Though these changes would be undertaken to manage
operational and financial risk, we may experience unanticipated material tax liabilities which could have a
material adverse effect on our business, results of operations, financial condition and prospects.

Our effective tax rate in the future could also be adversely affected by changes to our operating structure,
changes in the mix of earnings in countries with differing statutory tax rates, changes in the valuation of
deferred tax assets and liabilities, or the discontinuation of beneficial tax arrangements in certain
jurisdictions.

We may be classified as a passive foreign investment company, or PFIC, which could result in
adverse U.S. federal income tax consequences to U.S. Holders of the ADSs.

Based on the market price of our ADSs and the composition of our income, assets and operations, we do
not believe that we should be treated as a PFIC for U.S. federal income tax purposes for the taxable year
ended December 31, 2020 or in the foreseeable future. However, the application of the PFIC rules to us is
subject to certain ambiguity. In addition, this is a factual determination that must be made annually after
the close of each taxable year. Therefore, there can be no assurance that we will not be classified as a
PFIC for the taxable year ended December 31, 2020 or for any future taxable year. We would be
classified as a PFIC for any taxable year if, after the application of certain look-through rules, either:
(1) 75% or more of our gross income for such year is “passive income” (as defined in the relevant
provisions of the Internal Revenue Code of 1986, as amended), or (2) 50% or more of the value of our
assets (determined on the basis of a quarterly average) during such year is attributable to assets that
produce or are held for the production of passive income. Certain adverse U.S. federal income tax
consequences could apply to a U.S. Holder (as defined in “Item 10: Additional information - E. Taxation -
Material U.S. federal income tax considerations ”) if we are treated as a PFIC for any taxable year during
which such U.S. Holder holds ADSs.

Certain of our ADS holders may be unable to claim tax credits to reduce German withholding tax
applicable to the payment of dividends.

We do not anticipate paying dividends on our ADSs for the foreseeable future. As a Dutch-incorporated
but German tax resident company, however, if we pay dividends, such dividends will be subject to
German (and potentially Dutch) withholding tax. Currently, the applicable German withholding tax rate is
26.375% of the gross dividend. This German tax can be reduced to the applicable double tax treaty rate,
however, by an application filed by the tax payer for a specific German tax certificate with the German
Federal Central Tax Office (Bundeszentralamt für Steuern). If a tax certificate cannot be delivered to the
ADS holder due to applicable settlement mechanics or lack of information regarding the ADS holder,
holders of the shares or ADSs of a German tax resident company may be unable to benefit from any
available double tax treaty relief while they may be unable to file for a credit of such withholding tax in its
jurisdiction of residence. Further, the payment made to the ADS holder equal to the net dividend may,
under the tax law applicable to the ADS holder, qualify as taxable income that is in turn subject to tax,
which could mean that a dividend is effectively taxed twice. Our ADSs have been issued by a depositary
with a direct link to the U.S. Depository Trust Company, or DTC, which should reduce the risk that the
applicable German withholding tax certificate cannot be delivered to the ADS holder. However, there can
be no guarantee that the information delivery requirement can be satisfied in all cases, which could result
in adverse tax consequences for affected ADS holders.

Investors should note that the interpretation circular (Besteuerung von American Depositary Receipts
(ADR) auf inländische Aktien) issued by the German Federal Ministry of Finance (Bundesministerium der
Finanzen) dated May 24, 2013 (reference number IV C 1-S2204/12/10003), or ADR Tax Circular, is not
binding for German courts and it is not clear whether or not a German tax court will follow the ADR Tax
Circular in determining the German tax treatment of our specific ADSs. Further concerns regarding the
applicability of the ADR Tax Circular may arise due to the fact that the ADR Tax Circular refers only to
German stock and not to shares in a Dutch N.V. If the ADSs are determined not to fall within the scope of
application of the ADR Tax Circular, and thus profit distributions made with respect to the ADSs are not
treated as a dividend for German tax purposes, the ADS holder would not be entitled to a refund of any
taxes withheld on the dividends under German tax law. See “Item 10: Additional information - E. Taxation
- German taxation of ADS holders”).

If we ever pay dividends, we may need to withhold tax on such dividends payable to holders of
our ADSs in both Germany and the Netherlands.

We do not intend to pay any dividends to holders of ADSs. However, if we do pay dividends, we may
need to withhold tax on such dividends both in Germany and the Netherlands. As an entity incorporated
under Dutch law, any dividends distributed by us are subject to Dutch dividend withholding tax on the
basis of Dutch domestic law. However, on the basis of the double tax treaty between Germany and the
Netherlands, the Netherlands will be restricted in imposing these taxes if we continue to be a tax resident
of Germany and our place of effective management is in Germany. However, Dutch dividend withholding
tax is still required to be withheld from dividends if and when paid to Dutch resident holders of our ADSs
(and non-Dutch resident holders of our ADSs that have a permanent establishment in the Netherlands to
which their shareholding is attributable). As a result, upon a payment of dividends, we will be required to
identify our shareholders and/or ADS holders in order to assess whether there are Dutch residents (or
non-Dutch residents with a permanent establishment in the Netherlands to which the shares are
attributable) in respect of which Dutch dividend tax has to be withheld. Such identification may not always
be possible in practice. If the identity of our shareholders and/or ADS holders cannot be determined,
withholding of both German and Dutch dividend tax from such dividend may occur upon a payment of
dividends.

Furthermore, the withholding tax restriction referred to above is based on the current reservation made by
Germany under the Multilateral Convention to Implement Tax Treaty Related Measures to Prevent Base
Erosion and Profit Shifting (the "MLI") with respect to the tie-breaker provision included in Article 4(3) of
the double tax treaty between Germany and the Netherlands (the "MLI tie-breaker reservation"). If
Germany changes its MLI tie-breaker reservation, we will not be entitled to any benefits of the double tax
treaty between Germany and the Netherlands, including the withholding tax restriction, as long as
Germany and the Netherlands do not reach an agreement on our tax residency for purposes of the
double tax treaty between Germany and the Netherlands, except to the extent and in such manner as
may be agreed upon by the authorities. As a result, any dividends distributed by us during the period no
such agreement has been reached between Germany and the Netherlands, may be subject to
withholding tax both in Germany and the Netherlands.

General risk factors

Our share price may be volatile or may decline regardless of our operating performance.

The market price for our ADSs has been, and will likely continue to, be volatile, and there continues to be
relatively few ADSs outstanding, resulting in relatively low liquidity in our ADSs. Our results of operations
are also subject to material quarterly fluctuations that may affect the volatility of our ADSs. In addition, the
market price of our ADSs may fluctuate significantly in response to a number of factors, most of which we
cannot control, including:

•

actual or anticipated fluctuations in our results of operations;

•

variance in our financial performance from the expectations of market analysts or from the financial
guidance that we have communicated;

announcements by us or our competitors of significant business developments, acquisitions or
expansion plans;

changes in the prices of our competitors or those paid to us by our customers;

our involvement in litigation or regulatory investigations;

our sale of ADSs or other securities in the future;

a sale of ADSs by our major shareholders in the future;

• market conditions in our industry;

•

changes in key personnel;

the trading volume of our ADSs;

changes in the estimation of the future size and growth rate of our markets; and

general economic and market conditions.

The stock markets, including Nasdaq, have in the past experienced extreme price and volume
fluctuations that have affected and continue to affect the market prices of equity securities of many
Internet companies.

Future sales and/or issues of our ADSs, or the perception in the public markets that such sales
may occur, may depress our ADS price.

Sales of a substantial number of our ADSs in the public market, or the perception that these sales could
occur, could adversely affect the price of our ADSs and could impair our ability to raise capital through the
sale of additional ADSs. Our Founders continue to hold a significant shareholding in us, and one of them
has made significant sales of ADSs in recent years. Our Founders may conduct further significant sales of
ADSs in the future. See "Item 7: Major shareholders and related party transactions - A. Major
Shareholders" for more information. The ADSs are freely tradable without restriction under the Securities
Act, except for any of our ADSs that may be held or acquired by our management board members,
supervisory board members, executive officers and other affiliates, as that term is defined in the
Securities Act or ADSs sold in transactions not subject to the registration requirements of the Securities
Act, which will in each case be restricted securities under the Securities Act. Restricted securities may not
be sold in the public market unless the sale is registered under the Securities Act or an exemption from
registration is available.

Our Class B shares are convertible into Class A shares, which may be sold subject to certain
restrictions in the Amended and Restated Shareholders’ Agreement.

In the future, we may also issue our securities in connection with investments or acquisitions. The amount
of ADSs issued in connection with an investment or acquisition could constitute a material portion of our
then-outstanding ADSs. Any issuance of additional securities in connection with investments or
acquisitions may result in additional dilution to you.

If securities or industry analysts publish inaccurate or unfavorable research about our business,
our ADS price could decline.

The trading market for our ADSs depends in part on the research and reports that securities or industry
analysts publish about us or our business. If securities or industry analyst coverage results in downgrades
of our ADSs or publishes inaccurate or unfavorable research about our business, our ADS price would
likely decline.

Our global operations involve additional risks.

Our platform is available in a number of jurisdictions. We face complex, dynamic and varied risk
landscapes in the jurisdictions in which our platform is available. We must tailor our services and business
models to the unique circumstances of each of the many countries and markets in which our platform is
available. This can be complex, difficult, costly and divert management and personnel resources. In
addition, we may face competition in other countries from companies that may have more experience with
operations in such countries or with global operations in general. Laws and business practices that favor
local competitors or prohibit or limit foreign ownership of certain businesses or our failure to adapt our
practices, systems, processes and business models effectively to the user and supplier preferences in
each country in which our platform is available, could slow our growth. Certain markets in which we
operate are characterized by lower margins in our business and related businesses than is the case in
more mature markets, which could have a negative impact on our overall margins as our revenue from
these markets grows over time.

In addition to the risks outlined elsewhere in this section, our global operations are subject to a number of
other risks, including:

•

changing political conditions, including risk of rising protectionism, restrictions on immigration or
imposition of new trade barriers;

local political or labor conditions, including being individually targeted by local regulators or being
adversely affected by national labor strikes;

compliance with various regulatory laws and requirements relating to anti-corruption, antitrust or
competition, economic sanctions, data content and privacy, consumer protection, employment and
labor laws, health and safety, and advertising and promotions;

differences, inconsistent interpretations and changes in various laws and regulations, including
international, national and local tax laws;

weaker or uncertain enforcement of our contractual and intellectual property rights;

preferences by local populations for local providers;

slower adoption of the Internet as an advertising, broadcast and commerce medium and the lack of
appropriate infrastructure to support widespread Internet usage in those markets;

our ability to support new technologies that may be more prevalent in certain local markets; and

uncertainty regarding liability for services and content, including uncertainty as a result of local laws
and lack of precedent.

Item 4: Information on the company
A. History and development of the company

trivago was conceived by graduate school friends Rolf Schrömgens, Peter Vinnemeier and Stephan
Stubner, who initially operated trivago out of a garage in Düsseldorf, Germany. trivago GmbH was
incorporated in 2005, and its business eventually developed into a leading global hotel and
accommodation search platform. Mr. Stubner left the company in 2006 and another graduate school
friend, Malte Siewert, joined the founding team.

Between 2006 and 2008, several investors invested €1.4 million in trivago. In 2010, Insight Venture
Partners acquired 27.3% of the equity ownership of trivago for €42.5 million. Expedia Group acquired
63.0% of the equity ownership in trivago in 2013, purchasing all outstanding equity from non-Founders
and some outstanding equity from the Founders and subscribing for a certain number of newly issued
shares for a total of €477 million. Expedia Group subsequently increased its shareholdings slightly in the
second and fourth quarter of 2016 through the purchase of shares held by certain employees who had
previously exercised stock options.

We were incorporated on November 7, 2016 as travel B.V., a private company with limited liability
(besloten vennootschap met beperkte aansprakelijkheid) under Dutch law. On December 16, 2016, we
completed our initial public offering, or IPO, on the Nasdaq Stock Exchange. In connection with our IPO,
we converted into a public company with limited liability (naamloze vennootschap) under Dutch law
pursuant to a deed of amendment and conversion and changed our legal name to trivago N.V. On
September 7, 2017, we consummated the cross-border merger of trivago GmbH into and with trivago N.V.

We are registered with the Trade Register of the Chamber of Commerce in the Netherlands (Kamer van
Koophandel) under number 67222927. Our corporate seat is in Amsterdam, the Netherlands, and our
registered office is at Kesselstraße 5 - 7, 40221 Düsseldorf, Germany (under number HRB 79986). Our
telephone number is +49-211-3876840000.

Our agent in the United States is Cogency Global Inc., and its address is 122 East 42nd Street, 18th
Floor, New York, NY 10168.

Principal capital expenditures and divestitures
For information on our principal capital expenditures and divestitures, see Note 3 - Acquisitions and
divestitures, and Note 19 - Subsequent events in the notes to our consolidated financial statements.

Public takeover offers

Since January 1, 2019, there have been no public takeover offers by third parties with respect to our
shares, and we have not made any public takeover offers in respect of any other company’s shares.

Segment reporting

Management has identified three reportable segments, which correspond to our three operating
segments: the Americas, Developed Europe and Rest of World. Our Americas segment is comprised of
Argentina, Barbados, Brazil, Canada, Chile, Colombia, Costa Rica, Ecuador, Mexico, Panama, Peru,
Puerto Rico, the United States and Uruguay. Our Developed Europe segment is comprised of Austria,
Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Luxembourg, Malta, the Netherlands,
Norway, Portugal, Spain, Sweden, Switzerland and the United Kingdom. Our Rest of World segment is
comprised of all other countries, the most significant by revenue of which are Australia, Japan, Turkey,
India and New Zealand. Other revenue is included in Corporate and eliminations, along with all corporate
functions and expenses except for direct advertising.

For additional information relating to the development of our company, see “Item 4: Information on the
company - B. Business overview.”

B. Business overview
Overview

trivago is a global accommodation search platform. We are focused on reshaping the way travelers
search for and compare different types of accommodations, such as hotels, vacation rentals and private
apartments, while enabling our advertisers to grow their businesses by providing them with access to a
broad audience of travelers via our websites and apps. Our platform allows travelers to make informed
decisions by personalizing their search for accommodation and providing them with access to a deep
supply of relevant information and prices. In the year ended December 31, 2020, we had 240.6 million
Qualified Referrals and, as of that date, offered access to more than 5.0 million hotels and other types of
accommodation, including 3.8 million units of alternative accommodation such as vacation rentals and
private apartments, in over 190 countries. See “Item 5: Operating and financial review and prospects” for
a further description of Qualified Referrals.

We believe that the number of travelers accessing our websites and apps makes us an important and
scalable marketing channel for our advertisers, which include OTAs, hotel chains, independent hotels and
providers of alternative accommodation. Additionally, our ability to refine user intent through our search
function allows us to provide advertisers with transaction-ready referrals. Recognizing that advertisers on
our marketplace have varying objectives and varying levels of marketing resources and experience, we
provide a range of services to enable advertisers to improve their performance on our marketplace.

Our hotel and accommodation search platform can be accessed globally via 54 localized websites and
apps available in 32 languages. Users can search our platform on desktop and mobile devices, and
benefit from a familiar user interface, resulting in a consistent user experience. In the year ended
December 31, 2020, our revenue share from mobile websites and apps continued to exceed 60%.

In the year ended December 31, 2020, we generated revenue of €248.9 million, net loss of €245.4 million,
and adjusted EBITDA loss of €12.3 million. See "Item 5: Operating and financial review and prospects -
Results of Operations - Revenue" for Referral Revenue by segment, representing a breakdown according
to principal geographic markets. See “Item 5: Operating and financial review and prospects - H. Non-
GAAP financial measures" for an additional description of adjusted EBITDA and a reconciliation of
adjusted EBITDA to net income/(loss).

trivago's search platform

Our accommodation search platform forms the core of our user experience. As we provide a search
website, users do not book directly on our platform. When they click on an offer for a hotel room or other
accommodation at a certain price, they are referred to our advertisers’ websites where they can complete
their booking. We maintain one of the largest searchable databases of accommodations in the world. As
of December 31, 2020, our database included more than 5.0 million (2019: 4.5 million) hotels and other
types of accommodations, gathered through OTAs, hotel chains, independent hotels and providers of
alternative accommodations. As of December 31, 2020, we offered access on our search platform to
more than 3.8 million (2019: 3.3 million) units of alternative accommodation, such as vacation rentals and
private apartments.

Our users initially search via a text-based search function, which supports searches across a broad range
of criteria. The search results show a user an accommodation listing page. For hotels, the page contains
aggregated information, including:

•

Accommodation information: We display information that we believe is relevant to the user, such
as the name, pictures, amenities, star rating and distance to selected location;

trivago ratings index: We aggregate millions of ratings globally. We produce a score for each
property, which is updated daily to render relevant and valuable insights for our users while
saving them time when searching for the ideal hotel or other accommodation. The rating is a
single, easy-to-use score out of ten;

Reviews: We provide reviews from third parties in a clear and concise format; and

Price comparison: We prominently display a suggested advertised deal for each hotel or other
accommodation, while also listing additional available offers from our advertisers in a list format,
including room types, amenities and payment options. To learn more about how we determine the
prominence given to offers and their placement in our search results, see "Marketplace" below.

Our products are accessible anytime and anywhere, online and on mobile devices. We provide our
services through mobile websites and apps. m.trivago.com (or its localized versions) is our mobile-
optimized website available on mobile device browsers, and our full-featured native mobile app is
available on iPhone, iPad, Android Phone and Android Tablet.

Product changes in 2020
During 2020, we added a variety of new features to our existing trivago core product, including
enhancements to how we display results, new price comparison features, filtering enhancements, and
other visual display improvements. We also launched the first version of our new "Discover" product,
designed to promote local travel searches, providing users with inspiration to travel to nearby
destinations. In 2020, we also began to offer our advertisers the ability to promote their brands through
display-based advertising placements and sponsored listings on our websites. For more information on
sponsored listings, see "Marketplace" below.

Marketing

Through test-driven marketing operations, we have positioned our brand as a key part of the process for
travelers in finding their ideal hotel or other accommodation. We focus the efforts of our marketing teams
and Advertising Spend towards building effective and efficient messaging for a broad audience. We
believe that building and maintaining our brand and clearly articulating our role in travelers' hotel or other
accommodation discovery journey will continue to drive both travelers and advertisers to our platform to
connect in a mutually beneficial way.

Our application of data-led improvement and innovation also informs our marketing strategy, which we
believe enables us to become increasingly more effective with our marketing spend. We have built tools

that capture data and calculate our return on many elements of our brand and performance marketing
measures.

Brand marketing

To grow brand awareness and increase the likelihood that users will visit our websites and use our apps,
we invest in brand marketing globally across a broad range of media channels, including TV marketing
and online video advertising.

The amount and nature of our Advertising Spend varies across our geographic markets, depending on
multiple factors including the emphasis we wish to place on profitability versus traffic growth, cost
efficiency, marginal effectiveness of our Advertising Spend, local media dynamics, the size of the market
and our existing brand presence in that market.

We also generate travel content as a means of engaging with travelers, which is distributed online via
social media, our online magazine and email.

Performance marketing

We market our services and directly acquire traffic for our websites by purchasing travel and hotel-related
keywords from general search engines and through advertisements on other online marketing channels.
These activities include advertisements through search engines, such as Bing, Google, Naver and Yahoo!
and through display advertising campaigns on advertising networks, affiliate websites and social media
sites. Mobile app marketing remains important given the high usage of that device type.

Allocation of marketing spend

We take a data-driven, testing-based approach to making decisions about allocating marketing spend,
where we use tools, processes and algorithms, many of which are proprietary, to measure and optimize
performance end-to-end, starting with the pretesting of the creative concept and ending with the
optimization of media spend. We continue to develop the methodologies we use to inform decisions about
how much we spend on each marketing channel. We look at a range of metrics including behavior on the
trivago website as well as subsequent booking behavior with our partners to determine the optimal mix of
spend.

Sales

Our sales team seeks to provide tailored advice to each of our existing and prospective OTAs, providers
of alternative accommodation, hotel chains and independent hotel advertisers. We have dedicated sales
teams that manage the process of onboarding advertisers, maintain ongoing relationships with
advertisers, work with advertisers to help them optimize their outcomes from the trivago platform and
provide guidance on additional tools and features that could further enhance advertisers’ experience. We
aim to remain in close dialogue with OTAs and hotel chains to better understand each advertiser’s
specific needs and objectives in order to offer optimal solutions through our marketplace.

Relationship building with smaller advertisers, including some independent hotels, differs from those with
OTAs and sophisticated hotel chains as they are often less familiar with CPC bidding models and online
advertising more broadly. This typically ensures a longer sales cycle where the starting point can be
building awareness of the relevance of our marketplace or articulating the opportunities that our platform
offers. It often requires onboarding by encouraging the optimization of such advertisers' information and
profiles on our site, offering products to further enhance their profiles, and encouragement to start running
a CPC or CPA campaign directly on our marketplace. This often multi-stage process requires our sales
team to develop close relationships with each accommodation provider.

Marketing tools and services for advertisers

We offer our advertisers a suite of marketing tools to help promote their listings on our platform and drive
traffic to their websites. Our tools and services, including the subscription-based trivago Business Studio
Pro Apps Package, provide tailored solutions for OTAs, hotel chains and independent hotel advertisers to
help them manage their presence on our marketplace and steer their investments according to their
budget and traffic needs.

Marketplace

We design our algorithm to showcase the hotel room and other accommodation rate offers that we
believe will be of most interest to our users, emphasizing those offers that are more likely to be clicked
and ultimately booked on our advertisers' websites. We prominently display a suggested deal for each
hotel, which is determined based on our algorithm as described below, while also listing additional offers
made available to us from our advertisers in a list format.

We consider the completion of hotel and other accommodation bookings, which we refer to as
conversion, to be a key indicator of user satisfaction on our website. At the core of our ability to match our
users’ searches with large numbers of hotel and other accommodation offers is our auction platform,
which we call our marketplace. With our marketplace, we provide advertisers a competitive forum to
access user traffic by facilitating a vast quantity of auctions on any particular day.

CPC Bidding Model

Our advertisers continue to participate in our marketplace primarily through CPC, or cost-per-click,
bidding. Advertisers that use this method submit CPC bids for each user click on an advertised rate for a
hotel. By clicking on a given rate, an individual user is referred to that advertiser’s website where the user
can complete the booking. Advertisers can submit and adjust CPC bids on our marketplace frequently -
as often as daily - on a property-by-property and market-by-market basis and provide us with information
on hotel room and other accommodation rates and availability on a near-real time basis. With "bid
modifiers", advertisers can adjust their bids for referrals according to a variety of dimensions, including
time-to-travel and length-of-stay.

In 2020, we also began to offer our advertisers the opportunity to advertise and promote their business
through hotel/accommodation sponsored placements on our websites. This service is generally also
priced on a CPC basis, and guarantees that advertiser placement in a pre-selected slot at the top of our
search results.

Cost-per-acquisition model

In response to the changing market environment in 2020, we began to offer our advertisers the
opportunity to participate in our marketplace on a CPA, or cost-per-acquisition, basis, whereby an
advertiser pays us a percentage of the booking revenues that ultimately result from a referral. The CPA
model enables our advertisers to be charged only in the event a user ultimately completes a booking and
allows advertisers to reduce their risk as they only pay when an actual booking takes place. Advertisers
may set multiple CPA campaigns in a given market, and update CPA inputs for each campaign frequently.
When an advertiser opts to participate in our marketplace on a CPA basis, we calculate a CPC bid-
equivalent based on potential booking value and conversion and the CPA inputs. This equivalent is then
used for the purpose of the ranking and sorting algorithm described below.

Ranking and sorting algorithm

In determining the prominence given to offers and their placement in our search results, including in
comparison search results for a given location and on detail pages for a given property, our proprietary
algorithm considers a number of factors in a dynamic, self-learning process. These include (but are not
limited to) the advertiser’s offered rate for the hotel room or other accommodation, the likelihood the offer
will match the user’s accommodation search criteria, data we have collected on likely booking conversion
and the CPC bids submitted by our advertisers (or CPC equivalent, as the case may be).

CPC levels play an important role in determining the prominence given to offers and their placement in
our search results. Advertisers can analyze the number of referrals obtained from their advertisements on
our marketplace and the consequent value generated from a referral based on the booking value they
receive from users referred from our site to determine the amount they are willing to pay. Generally, the
higher the potential booking value or conversion generated by a Qualified Referral and the more
competitive the bidding, the more an advertiser is willing to bid for an accommodation advertisement on
our marketplace. This means that the levels of advertisers’ CPC bids generally reflect their view of the
likelihood that each click on an offer will result in a booking by a user. We exclude from our marketplace
auction offers where the CPC has been set to a de minimis level, as this typically denotes room inventory
that the advertiser has for some period of time withdrawn from its active inventory on trivago.

By managing their CPC bids, their CPA campaigns and hotel room and other accommodation rates
submitted on our marketplace, our advertisers can influence their own returns on investment and the
volumes of referral traffic we generate for them. We believe that by providing services to help our
advertisers, we can increase competition and create a more level playing field for our advertisers. By
doing this, we aim to mitigate competitive disadvantages for smaller advertisers on our marketplace and
to deliver more choice for our users.

Our strategy

Our mission is "to be your companion to experience our world." We seek to enable people to navigate the
world of travel and experiences through products that make the vast number of available options
accessible and comparable for our users and offer inspiration. To fulfill our mission and successfully
support our customers and partners, our strategy is focused on continuous improvement of our existing
products, as well as enhancing our value proposition to serve our customers across a broader spectrum
of their travel and leisure needs.

Our core travel search product is tailored towards users that have a very specific trip or experience in
mind and are searching for the best way to fulfill their needs. With a comprehensive coverage of
accommodation options across markets, accommodation categories and rate options, we strive to
continue to serve a key need of our users and believe this ability has built our position as a leading global
accommodation search platform. We intend to enhance our core offering while assessing which
complementary search services are beneficial to our users to help improve their overall search
experience.

More recent product developments are focused on users who want to travel but are in need of inspiration
as to where and when to travel. We have started to develop a product that offers inspiration for local travel
and will continue to expand our offering to inspire our users to experience the world.

Our customers

Customers that pay to advertise on trivago include:

• OTAs, including large international players, as well as smaller, regional and local OTAs;

•

Hotel chains, including large multi-national hotel chains and smaller regional chains;

Individual hotels;

•

Providers of alternative accommodation, such as vacation rental or private apartments; and

Industry participants, including metasearch and content providers.

We generate the large majority of our Referral Revenue from OTAs. Certain brands affiliated as of the
date hereof with our majority shareholder, Expedia Group, including Brand Expedia, Hotels.com, Orbitz,
Travelocity, Hotwire, Wotif, Vrbo and ebookers, in the aggregate, accounted for 28% of our Referral
Revenue for the year ended December 31, 2020. Booking Holdings and its affiliated brands, including
Booking.com, Agoda and priceline.com, accounted for 46% of our Referral Revenue for the year ended
December 31, 2020.

Nearly all of our agreements with advertisers, including our agreements with our largest advertisers, may
be terminated at will or upon three to seven days’ prior notice by either party. For more information on
risks related to the concentration of our revenue and our relationship with our largest advertisers, see
"Item 3: Key information - D. Risk factors".

Competition

We compete with other advertising channels for hotel advertisers’ marketing spend. These include
traditional offline media and online marketing channels. In terms of user traffic, we compete on the basis
of the quality of referrals, CPC rates and advertisers’ implied return on investment. While we compete with
OTAs, hotel chains and independent hotels for user traffic, these parties also represent the key
contributors to our revenue and supply of hotels and other accommodation.

Competition for users

We compete to attract users to our websites and apps to help them research and find hotels and other
accommodation. Given our position at the top of the online search funnel, many companies we compete
with are also our customers.

Our principal competitors for users include:

• Online metasearch and review websites, such as Google Hotel Ads, Kayak, Qunar, and

TripAdvisor;

•

Search engines, such as Bing, Google, Naver and Yahoo!;

Independent hotels and hotel chains, such as Accor, Hilton and Marriott;

• OTAs, such as Booking.com, Ctrip and Brand Expedia; and

•

Alternative accommodation providers, such as Airbnb and Vrbo.

Competition for advertisers

Our principal competitors for advertisers’ marketing spend include:

•

Print media, such as local newspapers and magazines;

• Other traditional media, such as TV and radio;

•

Search engines, such as Bing, Google, Naver and Yahoo!;

• Online metasearch and review websites, such as Kayak, Qunar, TripAdvisor and Google Hotel

Ads;

•

Social networking services, such as Facebook and Twitter;

• Websites offering display advertising;

•

Email marketing software and tools;

• Online video channels, such as YouTube; and

• Mobile app marketing.

Our employees and culture

We believe that our entrepreneurial corporate culture is a key ingredient to our success. It has been
designed to reflect the fast-moving technology space in which we operate, as well as our determination to
remain pioneers in our field. Our employees operate as entrepreneurs in their areas of responsibility,
continuously striving for innovation and improvement. We encourage our employees to take on new
challenges within the company regularly to broaden their perspective, accelerate their learning, ensure a
high level of motivation and foster communication. Cultural fit is a key part of our recruiting process, as we
seek to hire individuals comfortable working in a flat organizational structure that rewards those who take
initiative and continuously seek to understand and learn, take risks and innovate. We regard failure as an
opportunity to learn and improve approaches going forward.

Internally, we distill our values into six core qualities:

•

Trust: We want to build an environment in which mutual trust can develop to give us the comfort
and safety to discuss matters openly and to act freely.

Authenticity: We aim to be authentic by staying true to ourselves and welcoming discussion and
controversy as we believe that there is no progress without friction.

Entrepreneurial Passion: We aim to be passionate drivers of change, motivated to question the
status quo - for both the organization and ourselves. We believe intrinsic motivation empowers us
to take on ownership, to take appropriate risks and to be confident to make decisions.

Power of Proof: We believe empirical data enables us to make sensible decisions. We want to
explore and understand the driving forces behind why our projects succeed or fail.

Unwavering Focus: We are focused on providing our users with an amazing, five-star experience.
We aim to set our priorities based on the added value we believe is generated for trivago. We
believe that multiple small, incremental improvements towards this goal add up to long-term
success.

Fanatic Learning: We aim to improve our competitive position by reacting quickly to findings
based on our collective experiences, successes and failures. We strongly believe that power
comes from sharing knowledge, not from keeping it to ourselves. We are open to continuously
changing our beliefs and processes based on changing evidence. We see change as an
opportunity to improve.

We consider these values as the foundations of our corporate culture and encourage our employees
through regular feedback processes to act and work in accordance with such values.

Seasonality

We typically invoice once per month, with customary payment terms. Therefore, our cash flow varies
seasonally with a slight delay to our revenue, and is significantly affected by the timing of our Advertising
Spend. Changes in the relative revenue share of our offerings in countries and areas where seasonal
travel patterns vary from those described above may influence the typical trend of our seasonal patterns
in the future. It is difficult to forecast the seasonality for future periods, given the uncertainty related to the
duration of the impact from COVID-19 and the shape and timing of any sustained recovery.

Intellectual property

Our intellectual property, including trademarks, is an important component of our business. We rely on
confidentiality procedures and contractual provisions with suppliers to protect our proprietary technology
and our brands. In addition, we enter into confidentiality and invention assignment agreements with our
employees and consultants.

We have registered domain names for websites that we use in our business, such as www.trivago.com,
www.trivago.de and www.trivago.co.uk. Our registered trademarks include: trivago, "Hotel? trivago,"
Room5, Youzhan, our "WABI" trivago logo and our trivago logo. These trademarks are registered in
various jurisdictions.

Government regulation

trivago provides, receives and shares data and information with its users, advertisers and other online
advertising providers and conducts consumer facing marketing activities that are subject to consumer
protection laws in jurisdictions in which we operate, regulating unfair and deceptive practices. For
example, the United States and the European Union, or EU (including at member state level) - but also
many other jurisdictions - are increasingly regulating commercial and other activities on the Internet,
including the use of information retrieved from or transmitted over the Internet, the display, moderation
and use of user-generated content, and are adopting new rules aimed at ensuring user privacy and
information security as well as increasingly regulating online marketing, advertising and promotional
activities and communications, including rules regarding disclosures in relation to the role of algorithms
and price display messages in the display practices of platforms.

There are also new or additional rules regarding the taxation of Internet products and services, the quality
of products and services as well as addressing liability for third-party activities. Moreover, the applicability
to the Internet of existing laws addressing issues such as intellectual property ownership and infringement
is uncertain and evolving.

In particular, we are subject to an evolving set of data privacy laws. The EU’s General Data Protection
Regulation 2016/679, or GDPR, has been in effect since May 25, 2018. The GDPR and national GDPR
implementation acts on an EU member state level provide for a number of changes to the EU data
protection regime. The GDPR applies to any company established in the European Union, as well as to
those outside the European Union if they collect and use personal data in connection with the offering of
goods or services to individuals in the European Union or the monitoring of their behavior (for example,
trip booking services). The GDPR enhances data protection obligations for processors and controllers of
personal data, including, for example, expanded disclosures about how personal information is to be
used, limitations on retention of information, mandatory data breach notification requirements and

onerous new obligations on services providers. Non-compliance with the GDPR can trigger steep fines of
up to €20 million or 4% of total worldwide annual turnover, whichever is higher. We may also be exposed
to civil litigation including claims for damages and other adverse consequences. We may incur substantial
expense in complying with the obligations imposed by the GDPR and we may be required to make
significant further changes in our business operations and product and services development, all of which
may adversely affect our revenues and our business overall. Further, the United Kingdom’s exit from the
European Union has created uncertainty with regard to the regulation of data protection in the United
Kingdom. In particular, while the Data Protection Act of 2018, which implements and complements the
GDPR achieved Royal Assent on May 23, 2018 is now effective in the United Kingdom alongside a UK
only adaptation of the GDPR which took effect on January 1, 2021, it is still unclear whether transfer of
data from the EU to the United Kingdom will remain lawful under the GDPR without additional safeguards.
We may also incur costs to comply with new requirements and restrictions for data transfers between the
European Union and the United Kingdom based on applicable regulations. Other substantial markets
such as Brazil and California have implemented privacy laws with similar provisions. The United States
could implement a federal privacy law. Australia and New Zealand have or are amending their privacy
laws. As a result of Brexit, the existing privacy laws in the United Kingdom could change. Many other
markets are implementing privacy legislation. This may require relevant financial effort to implement.

In addition, EU laws regulate transfers of EU personal data to third countries, such as the United States,
that have not been found to provide adequate protection to such personal data. A number of our service
providers and hotels operate in such jurisdictions. The laws, rules, and regulations regarding cross-border
transfers of personal data, including laws relating to transfer of personal data outside the EU are rapidly
evolving and likely to remain uncertain for the foreseeable future. Recent legal developments in the EU
have created complexity and uncertainty regarding transfers of personal data from the EU to the United
States and other jurisdictions. For example, on July 16, 2020, the European Court of Justice, or CJEU,
invalidated the EU-U.S. Privacy Shield framework, or Privacy Shield, which provided companies with a
mechanism to comply with data protection requirements when transferring personal data from the EU to
the United States. The same decision also cast doubt on the ability to use one of the primary alternatives
to the EU-U.S. Privacy Shield framework, namely, the European Commission’s Standard Contractual
Clauses, to lawfully transfer personal data from Europe to the United States and most other countries. At
present, there are few if any viable alternatives to the Privacy Shield Frameworks and the Standard
Contractual Clauses for the foregoing purposes, which may lead to governmental enforcement actions,
litigation, fines and penalties or adverse publicity which could have an adverse effect on our reputation
and business.

Many governmental authorities in the markets in which we operate are also considering additional and
potentially diverging legislative and regulatory proposals that would increase the level and complexity of
regulation on Internet display, disclosure and advertising activities (for example, the P2B Regulation in the
European Union's New Deal for Consumers, The EU's Data Governance Act, The EU's Digital Markets
Act, The EU's Digital Services Act).

Many governmental authorities in the markets in which we operate are also considering alternative
legislative and regulatory proposals that would increase regulation on Internet display, disclosure and
advertising activities. For example, the EU legislators are preparing a new ePrivacy Regulation which is
supposed to amend and replace the ePrivacy Directive (2002/58/EC) as amended and respective EU
member state implementation laws. This change in the law on an EU level may have significant impact on
the legal requirements for electronic communication including the operation of and user interaction with
websites (such as possibly requiring browsers to block access and use of device data and storage by
default) and may require relevant financial effort to implement the new laws. Whereas it is currently still
unclear if and when the proposed ePrivacy Regulation will enter into effect, European regulators and
courts tend to apply the current law more restrictively in a way which effectively anticipates opt-in
requirements under the proposed ePrivacy Regulation. European regulators increasingly take efforts to
enforce their positions.

It is impossible to predict whether further new taxes or regulations will be imposed on our services and
whether or how we might be affected. Increased regulation of the Internet could increase the cost of doing

business or otherwise materially adversely affect our business, financial condition or results of operations.
In addition, the application and interpretation of existing laws and regulations to our business is often
uncertain, given the highly dynamic nature of our business and the sector in which trivago operates.

Technology and infrastructure
Data and proprietary algorithms

We process a large amount of information about user traffic and behavior, advertisers and direct
connections into the databases of many of our advertisers. We believe it is central to the success of our
business that we effectively capture and parse this data. To achieve this, we have developed proprietary
algorithms that drive key actions across our platform, including search, listings and bidding tools. We
continue to explore new ways to capture relevant data and feed this into our platform to further enhance
the experience for both our users and advertisers.

Infrastructure

We host our platform at four different locations in Germany, the United States and Hong Kong, while also
leveraging cloud-hosted services, which we believe offers us secure and scalable storage and processing
power at manageable incremental expense. While much of the data we receive and capture is not
sensitive, our data centers are compliant with the highest security standards. Where required, our data
centers are payment card industry (PCI) compliant and accordingly, it is our policy to store separately the
limited amount of relevant sensitive data that we do capture. We have designed our websites, apps and
infrastructure to be able to support high-volume demand.

Software

We develop our own software employing a rigorous iterative approach. This includes the proprietary
algorithm underlying our search function, internal management tools, data analytics and advertiser tools.

Organizational structure

The following chart depicts our corporate structure and percentages of economic interest as of the date
hereof based on the number of shares outstanding as of December 31, 2020:

* The holders of our Class B shares are entitled to ten votes per share, and holders of our Class A shares are entitled to one vote
per share. For more information about the voting rights of our Class A and Class B shares, see Exhibit 2.6 hereto. Each Class B
share is convertible into one Class A share at any time by the holder thereof, while Class A shares are not convertible into Class B
shares under any circumstances. On June 2, 2020, Mr. Vinnemeier entered into a Rule 10b5-1 sales plan with a broker to sell
3,500,000 ADSs. The chart above assumes Mr. Vinnemeier has sold all ADSs that are the subject of the trading plan, which is,
however, scheduled to remain in effect until March 31, 2021.

trivago N.V. is the direct or indirect holding company of our subsidiaries. As of December 31, 2020, we do
not own, directly or indirectly, any subsidiaries that we consider to be "significant".

D. Property, plant and equipment

In June 2018, we moved into our new headquarters located in Düsseldorf's media harbor. The building
comprises 26,107 square meters of office space and has been certified with LEED core & shell Gold -
representing a state-of-the-art workplace for trivago. The lease provides for a fixed ten-year term plus two
renewal options, each for a term of five years. trivago N.V. is the sole tenant of the building, and it has
been built to our specifications.

As a result of recent negotiations of our lease contract for the Campus in Düsseldorf, Germany, we signed
an amendment to the contract, which became effective in January 2021. The agreement includes the
return of unused office spaces and a corresponding reduction of rent, as well as the sale of certain fixed
assets related to the space to the landlord. Please refer to Note 19 - Subsequent events for further
details.

We have additional 2,951 square meters of leased office space in Germany and 381 square meters of
leased office space in Spain.

Item 4A: Unresolved staff comments

None.

Item 5: Operating and financial review and prospects

You should read the following discussion and analysis of our financial condition and results of operations
in conjunction with our consolidated financial statements and related notes appearing elsewhere in this
annual report. In addition to historical information, this discussion contains forward-looking statements
based on our current expectations that involve risks, uncertainties and assumptions. Our actual results
may differ materially from those anticipated in these forward-looking statements as a result of various
factors, including those set forth in “Item 3: Key information - D. Risk factors” and “Special note regarding
forward-looking statements” sections and elsewhere in this annual report.

For a discussion of the year ended December 31, 2019 compared to December 31, 2018, refer to the
section contained in our Annual Report on Form 20-F for the fiscal year ended December 31, 2019, "Item
5: Operating and financial review and prospects."

A. Operating results
Overview

Our total revenue for the years ended December 31, 2019 and 2020 was €838.6 million and €248.9
million, respectively, representing a decrease of 70%. Our Referral Revenue for the years ended
December 31, 2019 and 2020 was €823.6 million and €238.4 million, respectively, representing a
decrease of 71%.

The decrease in Referral Revenue was broadly similar across all segments with a year-over-year
decrease of 71%, 70% and 73% in Americas, Developed Europe and Rest of World.

We recorded a goodwill impairment charge of €207.6 million in the year ended December 31, 2020, see
Note 8 - Goodwill and intangible assets, net in the notes to our consolidated financial statements.

Our net income for the year ended December 31, 2019 was €17.2 million, while our net loss for the year
ended December 31, 2020, was €245.4 million, representing an decrease of €262.6 million from 2019 to
2020.

Adjusted EBITDA for the years ended December 31, 2019 and 2020 was €70.0 million and €(12.3)
million, respectively.

Key factors affecting our financial condition and results of operations
How we earn and monitor revenue

We earn substantially all of our revenue when users of our websites and apps click on hotel offers or
advertisements in our search results and are referred to one of our advertisers. We call this our Referral
Revenue. Each advertiser determines the amount that it wants to pay for each referral by bidding for
advertisements on our marketplace. In the third quarter of 2020, we started to offer our advertisers the
option to participate in our marketplace on a cost-per-acquisition, or CPA, basis and plan to onboard
additional advertisers to CPA billing in 2021. See “Item 4: Information on the company - B. Business
overview - Marketplace."

We also earn subscription fees for certain services we provide to advertisers, such as trivago Business
Studio Pro Apps Package, although such subscription fees do not represent a significant portion of our
revenue.

Key metrics we use to monitor our revenue include the number of Qualified Referrals we make, the
revenue we earn for each Qualified Referral, or RPQR, and our Return on Advertising Spend, or ROAS.

Qualified Referrals

We use the term “referral” to describe each time a visitor to one of our websites or apps clicks on a hotel
offer in our search results and is referred to one of our advertisers. We charge our advertisers for each
referral on a cost-per-click, or CPC, basis.

Since a visitor may generate several referrals on the same day, but typically intends to only make one
booking on a given day, we track and monitor the number of Qualified Referrals from our platform. We
define a "Qualified Referral" as a unique visitor per day that generates at least one referral. For example,
if a single visitor clicks on multiple accommodation offers in our search results in a given day, they count
as multiple referrals, but as only one Qualified Referral. While we charge advertisers for every referral, we
believe that the Qualified Referral metric is a helpful proxy for the number of unique visitors to our site
with booking intent, which is the type of visitor our advertisers are interested in and which we believe
supports bidding levels in our marketplace.

We believe the primary factors that drive changes in our Qualified Referral levels are the number of visits
to our websites and apps, the booking intent of our visitors, the number of available accommodations on
our search platform, content (the quality and availability of general information, reviews and pictures
about the hotels), hotel room prices (the price of accommodation as well as the number of price sources
for each accommodation), hotel ratings, the user friendliness of our websites and apps and the degree of
customization of our search results for each visitor. In the short term, our Qualified Referral levels are also
heavily impacted by changes in our investment in Advertising Spend, as we rely on advertisements to
attract users to our platform. Ultimately, we aim to increase the number and booking conversion of
Qualified Referrals we generate by focusing on making incremental improvements to each of these
parameters. In addition to continuously seeking to expand our network in hotel advertisers and alternative
accommodations, we partner with such hotels or service providers to improve content, and we constantly
test and improve the features of our websites and apps to improve the user experience, including our
interface, site usability and personalization for each visitor.

The following table sets forth the number of Qualified Referrals for our reportable segments for the
periods indicated:

(in millions) (unaudited)

Americas

Developed Europe

Rest of World

Total

Year ended December 31,

% Change

2019

2020

2020 vs 2019

146.1

195.4

180.5

522.0

70.5

90.9

79.2

240.6

(51.7) %

(53.5) %

(56.1) %

(53.9) %

Revenue per Qualified Referral (RPQR)

We use average Revenue per Qualified Referral, or RPQR, to measure how effectively we convert
Qualified Referrals to revenue. RPQR is calculated as Referral Revenue divided by the total number of
Qualified Referrals in a given period. Alternatively, RPQR can be separated into its price and volume
components and calculated as follows:

RPQR = RPR x click-out rate

where

RPR = revenue per referral

click-out rate = referrals / Qualified Referrals

RPQR is determined by the CPC bids our advertisers submit on our marketplace as the CPC bids
submitted by our advertisers play an important role in determining the prominence given to offers and
their placement in our search results. Advertisers can analyze the number of referrals obtained from their
advertisements on our marketplace and the consequent value generated from a referral based on the
booking value they receive from users referred from our site to determine the amount they are willing to
bid. Accordingly, the bidding behavior of our advertisers is influenced by the rate at which our Qualified
Referrals result in bookings on their websites, or booking conversion, and the amount our advertisers
obtain from Qualified Referrals as a result of hotels and other accommodation booked on their sites, or
booking value. The quality of the traffic we generate for our advertisers increases when aggregate
booking conversion and/or aggregate booking value increases. We estimate overall booking conversion
and booking value from data voluntarily provided to us by certain advertisers to better understand the
drivers in our marketplace and, in particular, to gain insight into how our advertisers manage their
advertising campaigns. Assuming unchanged dynamics in the market beyond our marketplace, we would
expect that the higher the potential booking value or conversion generated by a Qualified Referral and the
more competitive the bidding, the more an advertiser is willing to bid for a hotel advertisement on our
marketplace. The dynamics in the market beyond our marketplace are not static, and we believe that our
advertisers continuously review their Advertising Spend on our platform and on other advertising
channels, and continuously seek to optimize their allocation of their spending among us and our
competitors.

RPQR is a key financial metric that indicates the quality of our referrals, the efficiency of our marketplace
and, as a consequence, how effectively we monetize the referrals we provide our advertisers.
Furthermore, we use RPQR to help us detect and analyze changes in market dynamics.

The following table sets forth the RPQR for our reportable segments for the periods indicated (based on
Referral Revenue):

RPQR in € (unaudited)

Americas

Developed Europe

Rest of World

Total

Year ended December 31,

% Change

2019

2.09

1.78

0.95

1.58

2020

1.27

1.13

0.58

0.99

2020 vs 2019

(39.2)%

(36.5)%

(38.9)%

(37.3)%

The following tables set forth the percentage change year-over-year in each of the components of RPQR
for our reportable segments for the years indicated. Percentages calculated below are based on the
unrounded amounts and therefore may not recalculate on a rounded basis.

% decrease in RPR (unaudited)

Americas

Developed Europe

Rest of World

Total

Year ended December 31,

2020 vs 2019

(35.9) %

(30.6) %

(33.3) %

(31.1) %

% decrease in number of referrals (unaudited)

Americas

Developed Europe

Rest of World

Total

% decrease in Qualified Referrals (unaudited)

Americas

Developed Europe

Rest of World

Total

% decrease in click-out (unaudited)

Americas

Developed Europe

Rest of World

Total

Return on Advertising Spend (ROAS)

Year ended December 31,

2020 vs 2019

(54.8) %

(57.2) %

(60.4) %

(57.7) %

Year ended December 31,

2020 vs 2019

(51.7) %

(53.5) %

(56.1) %

(53.9) %

Year ended December 31,

2020 vs 2019

(5.9) %

(8.1) %

(10.1) %

(8.4) %

We track the ratio of our Referral Revenue to our advertising expenses, or ROAS. We believe that ROAS
is an indicator of the effectiveness of our advertising, and it is our primary operating metric. We believe
the development of our ROAS among the reportable segments is primarily related to the different stages
of development of our markets. For example, in Developed Europe, where we have operated the longest
on average, we have historically experienced the highest average ROAS. Our ROAS in the Rest of World
segment, where we have the lowest average ROAS, is also impacted significantly by the number of
markets in the segment, including markets that have the lowest brand awareness.

Historically, we believe that our advertising has been successful in generating additional revenue. We
invest in many kinds of marketing channels, such as TV, search engine marketing, display and affiliate
marketing, email marketing, social media, online video, mobile app marketing and content marketing.

Our ROAS by reportable segment for the years ended December 31, 2019 and 2020 was as follows:

ROAS by segment (unaudited)

Americas

Developed Europe

Rest of World

Consolidated ROAS

Year ended December 31,

2019

130.4 %

150.7 %

112.5 %

133.6 %

2020

156.8 %

169.3 %

143.2 %

158.9 %

In 2020, Consolidated ROAS improved to 158.9% compared to 133.6% in the same period in 2019.
ROAS improved by 26.4ppts, 18.6ppts and 30.7ppts in Americas, Developed Europe and RoW,
respectively, compared to the same period in 2019.

The increases in ROAS were mainly driven by significant reductions in brand marketing activities and
higher ROAS targets in our performance marketing channels in reaction to the COVID-19 pandemic. As a
result, Advertising Spend decreased by 75.6%, 73.6%, 78.9% in Americas, Developed Europe and RoW,
respectively. Across all segments, the reductions in Advertising Spend more than offset the decline in
Referral Revenue resulting from lower Qualified Referrals and RPQR.

Marketplace dynamics

Our advertisers regularly adjust the CPC bids they submit on our marketplace to reflect the levels of
referrals, customers, bookings or revenue and profit they intend to achieve with their marketing spend on
our platform. In recent years, we have observed a number of factors can influence their bidding behavior
on our marketplace, including:

•

The fees advertisers are willing to pay based on how they manage their advertising costs and
their targeted return on investment;

• Our advertisers' testing of their bidding strategies and the extent to which they make their

inventories available on our marketplace;

•

Responses of advertisers to elevated levels of volatility on our marketplace;

Advertiser competition for the placement of their offers; and

• Our advertisers’ response to changes made to our marketplace, such as bid modifiers.

Recent and ongoing trends in our business

The following recent and ongoing trends have contributed to the results of our consolidated operations,
and we anticipate that they will continue to impact our future results.

COVID-19 Pandemic

During 2020, the COVID-19 pandemic, and measures to contain the virus, including government travel
restrictions and quarantine orders, have had a significant negative impact on us, as well as the travel
industry generally. Since the onset of the COVID-19 pandemic in early 2020, Qualified Referrals and
RPQR have been significantly below prior year levels. The COVID-19 pandemic has negatively impacted
consumer sentiment and consumers' ability to travel, and many of our advertisers, particularly hotels,
continue to operate at reduced service levels. We have also experienced elevated volatility on our
marketplace due to mandated travel restrictions, and our advertisers have implemented varied bidding
strategies, as their expectations regarding cancellations differ in significant respects. The pandemic has
also had broader economic impacts, including an increase in unemployment levels and reduction in
economic activity, which may lead to prolonged recessions and further a reduction in consumer or
business spending on travel activities, which may negatively impact the timing and level of a recovery in
travel demand. As a result of the increased number of COVID-19 cases that intensified in October 2020
and related implementations of additional travel restrictions in the fourth quarter of 2020, particularly in
Europe, we have seen recent reversals of our somewhat improved financial results in the summer period,
when the spread of the virus had been contained to varying degrees in certain countries, some travel
restrictions had been lifted and some consumers had become more comfortable traveling, particularly to
domestic locations.

We expect COVID-19 to continue to significantly impact our financial and operating results well into 2021.
However, the full duration and total impact of COVID-19 remains uncertain, and it is difficult to predict how
the recovery will play out for the travel industry and, in particular, our business. For at least the first

quarter of 2021, we expect strict mobility restrictions to continue to be imposed across most of our major
markets. While we expect that some restrictions might start to be eased in the second quarter of 2021,
our ultimate financial performance in that period will depend on factors outside of our control, including
the progress and effectiveness of the vaccination programs, individuals’ confidence in resuming travel
activities and many other uncertainties.

There is considerable uncertainty to what extent and when our largest advertisers will resume advertising
on our platform in the future at levels similar to (or approaching) those preceding the pandemic. Our
eventual recovery after the COVID-19 pandemic may be affected by a number of factors including:

•

our advertisers’ future willingness to emphasize us as a traffic acquisition channel and to increase
their bids on our marketplace to pre-pandemic levels;

our future marginal returns on Advertising Spend once we resume significant marketing activities
(particularly on TV);

the effect on our advertising strategy as a result of the accelerated shift from linear TV to digital
formats;

travelers' preferences for types of destinations (e.g., cities) or accommodation types that we have
historically been better able to monetize but have had a declining share during the pandemic;

the timing of the recovery, if any, of certain kinds of travel (e.g., business travel) as a result of the
pandemic;

further industry consolidation;

the continued effect of competition on us, particularly from Google Hotel Ads; and

the continued declining share of first-time users that we can deliver to our largest OTA
advertisers, which may have been accelerated by the pandemic and may, in turn, negatively
affect RPQR.

Restructuring and maintenance of liquidity position

In response to this challenging environment, we took a number of steps during 2020 to maintain our cash
liquidity and our relationships with our advertisers:

•

To preserve our cash reserves, we undertook a restructuring, making significant headcount
reductions and consolidating our office locations, which resulted in restructuring costs of €6.2
million in 2020. We also signed an amendment to our lease contract for our campus in
Düsseldorf, which became effective in January 2021. As amended, the agreement provides for
the return of unused office space as of January 1, 2021 and a corresponding reduction of rent, as
well as the sale to the landlord of certain fixed assets related to the space. As a result of this
amendment and the restructuring, we expect to reduce our personnel and office related expenses
in 2021 in an aggregate amount of approximately €25 million compared to 2019. This reduction is
expected to relate primarily to technology and content, selling and marketing and general and
administrative expenses. As of the date of this annual report, we do not expect to incur material
restructuring charges in 2021, and do not expect the restructuring to have a material impact on
revenue in 2021. See Note 9 - Restructuring in the notes to our consolidated financial statements
for further details.

• We significantly reduced Advertising Spend, our largest variable expense. For the year 2020, our
consolidated Advertising Spend was €150.0 million, compared to €616.7 million in 2019. We were
able to reduce or delay our advertising commitments, with very few exceptions where previous
commitments could not be reduced.

• Our account management and finance teams worked very closely with our advertisers to find
solutions to manage our receivables that were outstanding at the outset of the COVID-19

pandemic. We accommodated the requests of many advertisers to extend payment dates and to
pay outstanding invoices in installments and were able to collect the great majority of such
receivables.

As a result of these efforts, total cash, cash equivalents and restricted cash amounted to €210.8 million as
of December 31, 2020 compared to €220.5 million as of December 31, 2019.

Goodwill impairment charge

As a result of the continued deterioration of our business due to the COVID-19 outbreak, we performed a
goodwill impairment analysis during the first quarter of 2020. After analyzing the expected economic and
financial impacts of the pandemic, we recorded an impairment charge of €207.6 million. For more
information on the impairment charge, see Note 8 - Goodwill and intangible assets, net in the notes to our
consolidated financial statements.

Mobile products

Travelers increasingly access the Internet from multiple devices, including desktop computers,
smartphones and tablets. We continue to develop our websites and apps to further enhance our hotel
search experience across all devices. We offer responsive mobile websites and several apps that allow
travelers to use our services from smartphones and tablets running on Android and iOS. In the year
ended December 31, 2020, our revenue share from mobile websites and apps continued to exceed 60%.

Visitors to our search platform via mobile phones and tablets generally result in bookings for our
advertisers at a lower rate than visitors to our platform via desktop. We believe this is due to a general
difference in the usage patterns of mobile phones and tablets. We believe many visitors use mobile
phones and tablets as part of their search process, but prefer finalizing hotel selections and completing
their bookings on desktop websites. This may be due in part to users generally finding the booking
completion processes, including entering payment information, somewhat easier or more secure on a
desktop than on a mobile device. We believe that over time and as more travelers become accustomed to
mobile transactions, this sentiment may shift.

We have historically had, and currently have, a single price structure for referrals from both desktop and
mobile. We may choose to adopt a differentiated pricing model between mobile and desktop applications,
which would likely lead to an increase in desktop revenue share, as the pricing for desktop applications
would increase due to higher conversion rates, while the pricing for apps on mobile and tablets would
likely decrease. We do not expect this to have a material impact on revenue, as long as there are
sufficient active participants on both desktop and mobile to ensure our marketplace functions effectively,
as we believe that the current bids advertisers place on our CPC-based bidding system reflect the overall
efficacy of the combined desktop and mobile prices they receive.

Advertiser structure

We continue to generate most of our Referral Revenue from a limited number of OTAs. Certain brands
affiliated as of the date hereof with our majority shareholder, Expedia Group, including Brand Expedia,
Hotels.com, Orbitz, Travelocity, Hotwire, Wotif, Vrbo and ebookers, in the aggregate, accounted for 28%
of our Referral Revenue for the year ended 2020. Booking Holdings and its affiliated brands,
Booking.com, Agoda and priceline.com accounted for 46% of our Referral Revenue for the year ended
2020. Although we believe we will ultimately receive a portion of the additional booking value we generate
for our advertisers, the fact that a significant portion of our Referral Revenue is generated from brands
affiliated with Expedia Group and Booking Holdings can permit them to obtain the same or increased
levels of referrals, customers, bookings or revenue and profit at lower cost.

Results of Operations
Comparison of the years ended December 31, 2019 and 2020:

(in thousands)

Consolidated statement of operations:

Revenue

Revenue from related party

Total revenue

Costs and expenses:

Cost of revenue

Selling and marketing

Technology and content

General and administrative

Amortization of intangible assets

Impairment of goodwill

Operating income/(loss)

Other income/(expense)

Interest expense

Other, net

Total other income/(expense), net

Income/(loss) before income taxes

Expense/(benefit) for income taxes

Income/(loss) before equity method investment

Income/(loss) from equity method investment

Net income/(loss)

n.m. not meaningful

Year ended December 31,

% Change

2019

2020

2020 vs 2019

€

554,046 €

181,491

284,571

838,617

67,430

248,921

9,159

664,155

69,924

55,543

1,685

—

38,151

10,133

178,255

64,258

40,935

373

207,618

(252,651)

(33)

(428)

(461)

(270)

(212)

(482)

37,690

20,982

16,708

453

17,161

(253,133)

(8,494)

(244,639)

(739)

(245,378)

(67.2) %

(76.3) %

(70.3) %

10.6 %

(73.2) %

(8.1) %

(26.3) %

(77.9) %

100.0 %

n.m.

(50.5) %

4.6 %

n.m.

Consolidated statement of operations as a percent of total revenue:

Revenue

Revenue from related party

Total revenue

Costs and expenses:

Cost of revenue

Selling and marketing

Technology and content

General and administrative

Amortization of intangible assets

Impairment of goodwill

Operating income/(loss)

Other income/(expense)

Interest expense

Other, net

Total other income/(expense), net

Income/(loss) before income taxes

Expense/(benefit) for income taxes

Income/(loss) before equity method investment

Income/(loss) from equity method investment

Net income/(loss)

Revenue

Year ended December 31,

2019

2020

66.1 %

33.9 %

100.0 %

1.1 %

79.2 %

8.3 %

6.6 %

0.2 %

— %

4.5 %

(0.0) %

(0.1) %

4.5 %

2.5 %

2.0 %

0.1 %

2.0 %

72.9 %

27.1 %

100.0 %

4.1 %

71.6 %

25.8 %

16.4 %

0.1 %

83.4 %

(101.5) %

(0.1) %

(0.2) %

(101.7) %

(3.4) %

(98.3) %

(0.3) %

(98.6) %

Our total revenue in the year ended December 31, 2020 consisted of Referral Revenue of €238.4 million
and other revenue of €10.6 million.

Total revenue for the year ended December 31, 2020 was €248.9 million, representing a decrease of
€589.7 million, or 70.3%, compared to the year ended December 31, 2019. Revenue from related parties
for the year ended December 31, 2020 decreased by €217.2 million, or 76.3%, compared to the year
ended December 31, 2019, while revenue from third parties decreased by €372.5 million, or 67.2% for the
same period.

Referral revenue for the year ended December 31, 2020 was €238.4 million, representing a decrease of
€585.2 million, or 71.1%, compared to the year ended December 31, 2019. Referral Revenue was
negatively impacted by significant declines in Qualified Referrals and RPQR. The number of Qualified
Referrals decreased by 53.9% in the year ended December 31, 2020 compared to the same period in
2019, while RPQR decreased by 37.3%.

The year-over-year decline in Qualified Referrals was broadly similar among all segments. It was primarily
driven by significant traffic volume declines resulting from the subdued levels of travel activities due to the
COVID-19 pandemic and subsequent reductions in our Advertising Spend across all of our segments.

RPQR decreased in all segments in the year ended December 31, 2020 primarily driven by cautious
behavior of our advertisers due to continued uncertainty around future cancellations, which is reflected in
lower bidding levels across all segments, as well as by significant reductions by advertisers of their bids
on our platform and the deactivations of campaigns made in initial response to the COVID-19 outbreak.

This softness in bids was the primary driver for the year-over-year decline in RPQR across all segments.
In the second half of 2020, we additionally experienced negative impacts from foreign exchange rate
effects, in particular due to the relative weakening of the U.S. dollar and certain currencies in Latin
Americas to the euro.

The breakdown of Referral Revenue by reportable segment is as follows:

(in millions)

Americas

Developed Europe

Rest of World

Total

Note: Some figures may not add due to rounding.

Year ended December 31,

% Change

2019

2020

2020 vs 2019

€

305.1 €

347.1

171.5

€

823.6 €

89.3

102.9

46.1

238.4

(70.7) %

(70.4) %

(73.1) %

(71.1) %

Referral Revenue in Americas in the year ended December 31, 2020 decreased by €215.8 million, or
70.7%, compared to the year ended December 31, 2019. The year-over year decline in Referral Revenue
in this segment was mainly driven by a decline in Qualified Referrals and RPQR as a result of the
COVID-19 pandemic.

Qualified Referrals declined significantly after the outbreak of the COVID-19 pandemic. In the second half
of 2020, this decline in Qualified Referrals was less pronounced. RPQR decreased by €0.82, or by 39.2%
in the year ended December 31, 2020 compared to the same period in 2019, primarily due to reductions
by advertisers of their bids on our platform and the deactivations of campaigns in initial response to the
COVID-19 outbreak, as well as the softness in bids described above. RPR decreased by 35.9%,
compared to the year ended December 31, 2019.

Referral Revenue in Developed Europe in the year ended December 31, 2020 decreased by €244.2
million, or 70.4%, compared to the year ended December 31, 2019 which was mainly driven by the
COVID-19 outbreak. Referral Revenue declined significantly at the outbreak of the COVID-19 pandemic
but improved somewhat during the summer months, when the COVID-19 pandemic was relatively muted
in Developed Europe. This improvement reversed itself later in the year as a result of the
reimplementation of additional travel restrictions in Developed Europe.

RPQR decreased by €0.65, or by 36.5% in the year ended December 31, 2020 compared to the year
ended December 31, 2019 due to reductions by advertisers of their bids on our platform and the
deactivations of campaigns in initial response to the COVID-19 outbreak, as well as the softness in bids
described above. The RPR for the period decreased by 30.6%, compared to the year ended
December 31, 2019.

Referral Revenue in RoW in the year ended December 31, 2020 decreased by €125.4 million, or 73.1%,
compared to the year ended December 31, 2019, which was mainly driven by the COVID-19 outbreak.
Referral Revenue declined significantly at the outbreak of the COVID-19 pandemic. This decline was less
pronounced during the second half of 2020, when the COVID-19 pandemic was relatively muted in RoW.
This improvement reversed itself later in the year as a result of the reimplementation of additional travel
and warnings in RoW. RPQR decreased by €0.37, or 38.9% in the year ended December 31, 2020
compared to the year ended December 31, 2019 due to reductions by advertisers of their bids on our
platform and the deactivations of campaigns in initial response to the COVID-19 outbreak, as well as the
softness in bids described above. The RPR for the period decreased by 33.3% compared to the year
ended December 31, 2019.

Cost of Revenue and Expenses
Cost of revenue

Our cost of revenue consists primarily of our third-party cloud-related service provider expenses, data
center costs, personnel-related expenses and share-based compensation for our data center operations
staff and our customer service team.

Cost of revenue was €10.1 million for the year ended December 31, 2020, and increased by €0.9 million,
or 10%, compared to the year ended December 31, 2019. The increase was primarily driven by higher
personnel-related costs of €0.7 million mainly due to higher headcount included in cost of revenue, as
well as higher third-party IT service providers costs. Share-based compensation decreased by €0.1
million in the year ended December 31, 2020, compared to the year ended December 31, 2019.

Selling and marketing

Selling and marketing is divided into advertising expense and other selling and marketing expenses, as
well as share-based compensation expense.

Advertising expense consists of fees that we pay for our various marketing channels like TV, search
engine marketing, display and affiliate marketing, email marketing, online video, app marketing and
content marketing.

Other selling and marketing expenses include personnel-related expenses for our marketing, sales and
hotel relations teams, as well as production costs for our TV spots and other marketing material, and
other professional fees such as market research costs.

(in millions)

Advertising expense

% of total revenue

Other selling and marketing

% of total revenue

Share-based compensation

% of total revenue

Year ended December 31,

% Change

2019

2020

2020 vs 2019

€

616.7

€

150.0

(75.7) %

73.5 %

45.1

5.4 %

2.4

0.3 %

60.3 %

27.1

10.9 %

1.2

0.5 %

(39.9) %

(50.0) %

Total selling and marketing expense (1)

€

664.2

€

178.3

(73.2) %

% of total revenue

79.2 %

71.6 %

Selling and marketing expenses for the year ended December 31, 2020 decreased by €485.9 million, or
73.2%, compared to the year ended December 31, 2019, primarily driven by significant reductions in
Advertising Spend across all segments due to the COVID-19 pandemic.

Advertising Spend decreased by €466.7 million, or 75.7%, in the year ended December 31, 2020
compared to the year ended December 31, 2019.

In reaction to the COVID-19 pandemic, we reduced our Advertising Spend significantly starting at the end
of the first quarter of 2020. This reduction continued across all segments throughout 2020. During the
summer months in Developed Europe where the COVID-19 pandemic was relatively muted, the reduction
in our Advertising Spend was less pronounced as we took advantage of a slight recovery in travel
demand in that segment.

We reduced our Advertising Spend to €57.0 million, €60.8 million and €32.2 million in Americas,
Developed Europe and RoW, respectively, compared to €233.9 million, €230.3 million and €152.5 million,
in the year ended December 31, 2019.

Other selling and marketing expenses excluding share-based compensation for the year ended
December 31, 2020 decreased by €18.0 million, or 39.9%, compared to the year ended December 31,
2019, primarily driven by €8.5 million in reduced television advertisement production costs, and by lower
personnel-related costs. Personnel-related costs for the year ended December 31, 2020 decreased by
€4.7 million, or 23.4%, mainly due to lower headcount and employee benefits. This was slightly offset by
restructuring costs incurred in the year ended December 31, 2020 (see "Costs across multiple categories"
below).

Professional fees and other expenses for the year ended December 31, 2020 decreased by €4.8 million,
compared to the same period in 2019, mainly driven by lower office-related expenses (see "Costs across
multiple categories" below) and lower marketing analytics costs. Additionally, we incurred lower digital
sales taxes due to the decrease in Referral Revenue caused by the COVID-19 pandemic.

Share-based compensation decreased by €1.2 million, or 50.0% in the year ended December 31, 2020
compared to the year ended December 31, 2019, which was mainly driven by award forfeitures, partly
offset by new grants during the year.

Technology and content

Technology and content expense consists primarily of expenses for technology development, product
development and hotel search personnel and overhead, depreciation and amortization of technology
assets including hardware, purchased and internally developed software and other professional fees
(primarily licensing and maintenance expense), including share-based compensation expense.

(in millions)

Personnel

Share-based compensation

Depreciation of technology assets

Professional fees and other

Total technology and content

% of total revenue

Year Ended December 31,

% Change

2019

€

40.0 €

6.0

6.2

17.8

€

69.9 €

2020

37.4

3.8

7.2

15.8

64.3

2020 vs 2019

(6.5) %

(36.7) %

16.1 %

(11.2) %

(8.0) %

8.3 %

25.8 %

Technology and content expense for the year ended December 31, 2020 decreased by €5.6 million, or
8.0%, compared to the year ended December 31, 2019, mainly due to lower personnel-related costs and
lower share-based compensation.

Personnel-related costs for the year ended December 31, 2020 decreased by €2.6 million, or 6.5%,
mainly due to lower headcount, lower employee benefits and increased capitalization of our developers'
salaries. This was partly offset by restructuring costs incurred in the year ended December 31, 2020 (see
"Costs across multiple categories" below).

Share-based compensation decreased by €2.2 million, or 36.7%, for the year ended December 31, 2020,
which was mainly driven by award forfeitures partly offset by new grants during the year.

Professional fees and other expenses decreased by €2.0 million, or 11.2%, mainly due to a €1.5 million
decrease in office-related expenses (see "Costs across multiple categories" below) and a €1.3 million
decrease in external content development costs. These decreases were partly offset by higher third-party
IT service provider costs and capitalized software depreciation due to a larger underlying asset.

General and administrative

General and administrative expense consists primarily of personnel-related costs including those of our
executive leadership, finance, legal and human resource functions, as well as professional fees for
external services including legal, tax and accounting. It also includes other overhead costs, depreciation
and share-based compensation.

(in millions)

Personnel

Share-based compensation

Professional fees and other

Total general and administrative

% of total revenue

Year ended December 31,

% Change

2019

2020

2020 vs 2019

€

18.6 €

11.3

25.6

55.5 €

16.6

9.9

14.4

40.9

6.6 %

16.4 %

(10.8) %

(12.4) %

(43.8) %

(26.3) %

General and administrative expense for the year ended December 31, 2020 decreased by €14.6 million,
or 26.3%, compared to the year ended December 31, 2019, primarily due to a decrease in professional
fees and other expenses of €11.2 million, or 43.8%. The decrease resulted mainly from a legal provision
recognized in the fourth quarter of 2019, as well as lower consulting expenses compared to the same
period in 2019. The decrease was further driven by lower office-related expenses (see "Costs across
multiple categories" below) and lower charitable contributions. These were partly offset by the impact of a
cyber-related fraud case, which occurred in the first quarter of 2020.

Personnel-related costs for the year ended December 31, 2020 decreased by €2.0 million, or 10.8%,
primarily as a result of lower headcount and employee benefits. These were partly offset by restructuring
costs incurred in the year ended December 31, 2020 (see "Costs across multiple categories" below).

Share-based compensation decreased by €1.4 million, or 12.4%, for the year ended December 31, 2020,
which was mainly driven by award forfeitures partly offset by new grants during the year.

Costs across multiple categories

In connection with our restructuring activities, we incurred charges of €6.2 million in the year ended
December 31, 2020, primarily consisting of severance and benefits charges. Charges recorded in
technology and content expense were €2.9 million,€1.8 million in selling and marketing expense and €1.5
million in general and administrative expense. See Note 9 - Restructuring for further details.

Office-related expenses decreased by €3.7 million in the year ended December 31, 2020, compared to
the year ended December 31, 2019, as we terminated unused office space leases in November 2019 and
consolidated our office locations in 2020 as part of our restructuring initiatives.

In addition, trivago reduced employee benefits and events due to the COVID-19 pandemic in the year
ended December 31, 2020, leading to reductions in personnel-related costs.

As result of the above explained office-related expenses and employee benefits costs decreases,
technology and content expense decreased by €3.4 million, selling and marketing expense by €2.2 million
and general and administrative expense by €1.5 million in the year ended December 31, 2020, compared
to the year ended December 31, 2019.

Amortization of intangible assets

Amortization of intangible assets was €0.4 million in the year ended December 31, 2020 and decreased
by €1.3 million compared to the year ended December 31, 2019, as the underlying assets, recognized by
Expedia Group upon the acquisition of a majority stake in trivago GmbH in 2013, were fully amortized in
the first quarter of 2020.

Impairment of goodwill

We recorded an impairment charge of €207.6 million in the year ended December 31, 2020. See Note 8 -
Goodwill and intangible assets, net in the notes to our consolidated financial statements for further details.

Operating income (loss)

Our operating loss was €252.7 million for the year ended December 31, 2020 compared to an operating
income of €38.1 million for the year ended December 31, 2019. The decline was mainly driven by an
impairment of goodwill of €207.6 million recorded in the first quarter of 2020. The decline was further
driven by a sharp decline in Referral Revenue due to the COVID-19 pandemic for the year ended
December 31, 2020. Our operating loss was partly offset by reductions in operating expenses by €506.5
million, compared to the year ended December 31, 2019, mostly attributable to lower Advertising Spend,
to the restructuring of our organization and to lower professional fees and production costs for television
advertisement.

Other income/(expense)

Other expense was €0.5 million for the year ended December 31, 2020, and remained stable compared
to the year ended December 31, 2019 as the increase in foreign exchange rate losses and interest
expense were offset by gains recognized on disposals and interest income.

Expense (benefit) for income taxes

(in millions)

Expense/(benefit) for income taxes

€

Effective tax rate

Year ended December 31,

% change

2019

21.0

55.7 %

€

2020

(8.5)

3.4 %

2020 vs 2019

140.5 %

The income tax expense/(benefit) is mainly driven by income/(loss) before income taxes of €(253.1)
million in 2020 and €37.7 million in 2019. Our effective tax rate was 3.4% in 2020 compared to 55.7% in
2019. Non-deductible share-based compensation of (pre-tax) €15.1 million in 2020 and €19.9 million in
2019 had an impact on the effective tax rates of (1.9)% and 16.5% in the years ended December 31,
2020 and 2019, respectively. In 2020, non-deductible impairment expenses on goodwill of €207.6 million
had an impact on the effective tax rate of (25.6)%. Movement in valuation allowance resulted in €0.5
million in 2020 (nil in 2019). Additional details on the movement in valuation allowance are included in
Note 12 - Income taxes in the notes to our consolidated financial statements. In 2020, €0.3 million related
to foreign withholding tax deductions (nil in 2019). Other differences relate to one-off items during the
year, such as non-deductible expenses which are individually insignificant.

Income/(loss) from equity method investment
For the year ended December 31, 2020 included in income/(loss) from equity method investment is a €1.1
million impairment charge relating to our investment in myhotelshop GmbH. See Note 3 - Acquisitions and
divestitures in the notes to our consolidated financial statements for further details.

Quantitative and qualitative disclosures about market risk

Market risk is the potential loss from adverse changes in interest rates, foreign exchange rates and
market prices. Our exposure to market risk includes our credit facility, cash, accounts receivable,
intercompany receivables, investments and accounts payable. We manage our exposure to these risks
through established policies and procedures. Our objective is to mitigate potential income statement, cash
flow and market exposures from changes in interest and foreign exchange rates.

Interest rate risk

We did not experience any significant impact from changes in interest rates and had no amounts
outstanding under our credit facility during the year ended December 31, 2020. The facility was cancelled
by the lender in early 2021.

Foreign exchange risk

We conduct business in many countries throughout the world. Because we operate in markets globally,
we have exposure to different economic climates, political arenas, tax systems and regulations that could
affect foreign exchange rates. Our primary exposure to foreign currency risk relates to transacting in
foreign currency and recording the activity in euro. A large portion of our advertising expenses are
incurred in the local currency of the particular geographic market in which we advertise, with a significant
amount incurred in U.S. dollar. The vast majority of our revenue is denominated in euro. Changes in
exchange rates between the functional currency of our consolidated entities and these other currencies
will result in transaction gains or losses, which we recognize in our consolidated statements of operations.
Our foreign exchange risk relates primarily to the exchange rate between the U.S. dollar and the euro.

Changes in foreign exchange rates can amplify or mute changes in the underlying trends in our revenues
and RPQR. Although we have relatively little direct foreign currency translation with respect to our
revenue, we believe that our advertisers’ decisions on the share of their booking revenues they are willing
to pay to us are based on the currency in which the hotels being booked are priced. Accordingly, we have
observed that advertisers tend to adjust their CPC bidding based on the relative strengthening or
weakening of the euro as compared to the local functional currency in which the booking with our
advertisers is denominated.

Future net transaction gains and losses are inherently difficult to predict as they are reliant on how the
multiple currencies in which we transact fluctuate in relation to the functional currency of our consolidated
entities, the relative composition and denomination of current assets and liabilities for each period, and
our effectiveness at forecasting and managing, through balance sheet netting, such exposures. As an
example, if the foreign currencies in which we hold net asset balances were to depreciate by 10% against
the euro and other currencies in which we hold net liability balances were to appreciate by 10% against
the euro, we would recognize foreign exchange losses of €1.8 million based on the net asset or liability
balances of our foreign denominated cash, accounts receivable and accounts payable balances as of
December 31, 2020. As the net composition of these balances fluctuate frequently, even daily, as do
foreign exchange rates, the example loss could be compounded or reduced significantly within a given
period.

During the year ended December 31, 2020 we increased our net foreign exchange rate losses to €0.8
million compared to €0.4 million in the year ended December 31, 2019.

Concentration of credit risk

Our business is subject to certain risks and concentrations including dependence on relationships with
our advertisers, dependence on third-party technology providers, and exposure to risks associated with
online commerce security. Our concentration of credit risk relates to depositors holding our cash and
customers with significant accounts receivable balances.

Our customer base includes primarily OTAs, hotel chains and independent hotels. We perform ongoing
credit evaluations of our customers and maintain allowances for potential credit losses. We generally do
not require collateral or other security from our customers. Expedia Group and affiliates represented 27%
of our total revenue for the year ended December 31, 2020 and 20% of total accounts receivable as of
December 31, 2020. Booking Holdings and its affiliates represented 44% of our revenue for the year
ended December 31, 2020 and 47% of total accounts receivable as of December 31, 2020.

Critical Accounting Policies and Estimates

Critical accounting policies and estimates are those that we believe are important in the preparation of our
consolidated financial statements because they require that we use judgment and estimates in applying
those policies. We prepare our consolidated financial statements and accompanying notes in accordance
with generally accepted accounting principles in the United States. Preparation of the consolidated
financial statements and accompanying notes requires that we make estimates and assumptions that
affect the reported amounts of assets and liabilities, the disclosure of contingent assets and liabilities as
of the date of the consolidated financial statements, as well as revenue and expenses during the periods
reported. We base our estimates on historical experience, where applicable, and other assumptions that
we believe are reasonable under the circumstances. Actual results may differ from our estimates under
different assumptions or conditions.

There are certain critical estimates that we believe require significant judgment in the preparation of our
consolidated financial statements. We consider an accounting estimate to be critical if:

•

It requires us to make an assumption because information was not available at the time or it
included matters that were highly uncertain at the time we were making the estimate; and

Changes in the estimate or different estimates that we could have selected may have had a
material impact on our financial condition or results of operations.

For more information on each of these policies, see Note 2 - Significant accounting policies in the notes to
our consolidated financial statements. We discuss information about the nature and rationale for our
critical accounting estimates below.

Leases

We have operating leases for office space and office equipment. Operating lease right-of-use ("ROU")
assets and lease liabilities are recognized at commencement date based on the present value of lease
payments over the lease term.

Given the rate implicit in our leases is not typically readily determinable, we have to estimate the
Incremental Borrowing Rate ("IBR") to be used as the discount rate in order to measure the present value
of future lease payments.

On January 29, 2021, we entered into an amendment to the operating lease agreement for office space in
our corporate headquarters, whereby the landlord agreed to grant us partial termination of the lease
related to certain floor spaces. This amendment will be treated as a lease modification. See Note 19 -
Subsequent events in the notes to our consolidated financial statements for further details.

The IBR will be used to derive gain or loss on lease modification and adjustments to Operating lease
ROU assets and lease liabilities as of the effective date of the lease modification. Estimating the IBR

requires assessing a number of inputs including an estimated synthetic credit rating, collateral
adjustments and interest rates. Selecting different inputs for this estimation may result in materially
different gain or loss on lease modification and adjustments to Operating lease ROU assets and lease
liabilities.

Recoverability of goodwill and indefinite-lived intangible assets

Goodwill is assigned to our three reporting units, which correspond to our three operating segments, on
the basis of their relative fair values. We assess goodwill and indefinite-lived assets, neither of which are
amortized, for impairment annually as of September 30, or more frequently, if events and circumstances
indicate that an impairment may have occurred. In the evaluation of goodwill for impairment, we typically
first perform a qualitative assessment to determine whether it is more likely than not that the fair value of
each reporting unit is less than its carrying amount, followed by performing a quantitative assessment by
comparing the fair value of the reporting unit to the carrying value, if necessary. Periodically, we may elect
to bypass the initial qualitative assessment and proceed directly to the quantitative goodwill impairment
test. An impairment charge is recorded based on the excess of the reporting unit's carrying amount over
its fair value.

We generally base the measurement of fair value of our three reporting units on a blended analysis of the
present value of future discounted cash flows and market valuation approach. The discounted cash flows
model indicates the fair value of the reporting unit based on the present value of the cash flows that we
expect the reporting unit to generate in the future. Our significant estimates in the discounted cash flows
model include our weighted average cost of capital, revenue growth rates, profitability of our business and
long-term rate of growth. The market valuation approach indicates the fair value of the business based on
a comparison of the reporting unit to comparable publicly traded firms in similar lines of business. Our
significant estimates in the market approach model include identifying similar companies with comparable
business factors, such as size, growth, profitability, risk and return on investment, assessing comparable
revenue and operating income multiples and the control premium applied in estimating the fair value of
the reporting unit.

We believe the weighted use of discounted cash flows and market approach is the best method for
determining the fair value of our reporting units because these are the most common valuation
methodologies used within the travel and Internet industries and the blended use of both models
compensates for the inherent risks associated with either model if used on a stand-alone basis.

In addition to measuring the fair value of our reporting units as described above, we consider the
combined fair values of our reporting units and corporate-level assets and liabilities in relation to the
Company’s total fair value of equity as of the assessment date, which assumes our fully diluted market
capitalization, using the average stock price over a range of dates around the valuation date, plus an
estimated acquisition premium which is based on observable transactions of comparable companies.

In our evaluation of our indefinite-lived intangible assets, we typically first perform a qualitative
assessment to determine whether the fair value of the indefinite-lived intangible assets is more likely than
not impaired. If so, we perform a quantitative assessment and an impairment charge is recorded for the
excess of the carrying value of the indefinite-lived intangible assets over the fair value. Periodically, we
may elect to bypass the initial qualitative assessment and proceed directly to the quantitative impairment
test of indefinite-lived intangible assets. We base our measurement of the fair value of our indefinite-lived
intangible assets, which consist of trade name, trademarks, and domain names using the relief-from-
royalty method. This method assumes that the trade name and trademarks have value to the extent that
their owner is relieved of the obligation to pay royalties for the benefits received from them. This method
requires us to estimate future revenue for the brand, the appropriate royalty rate and an applicable
discount rate.

The use of different estimates or assumptions in determining the fair value of our goodwill and indefinite-
lived intangible assets may result in different values, which could result in an impairment, or in the period
in which an impairment is recognized, could result in a materially different impairment charge.

We performed our most recent quantitative goodwill assessment as of September 30, 2020. We did not
record any impairment charge as a result of this assessment as the fair value of the reporting units were
assessed to be higher than their carrying values. The amounts of goodwill allocated to the Developed
Europe and Americas reporting units were €197.5 million and €85.1 million, respectively. There was no
goodwill allocated to the Rest of World reporting unit as of September 30, 2020. The percentages by
which fair value exceeded carrying value as of September 30, 2020 were 2.1% and 10.8% for the
Developed Europe and Americas reporting units, respectively.

The most significant assumptions used in our analysis to determine the fair value of the reporting units
are our weighted average cost of capital ("WACC") and long-term growth rate. Assuming all other
assumptions remain constant, the selected WACC would have to increase by 30 basis points and 160
basis points in the Developed Europe and Americas reporting units, respectively, for their fair values to fall
below their carrying values. The selected long-term growth rate would have to decrease by 80 basis
points and 510 basis points in the Developed Europe and Americas reporting units, respectively, for their
fair values to fall below their carrying values.

Recoverability of intangible assets with definite lives and other long-lived assets

Intangible assets with definite lives and other long-lived assets are carried at cost and are amortized on a
straight-line basis over their estimated useful lives of generally less than seven years. We review the
carrying value of long-lived assets or asset groups, including property and equipment whenever events or
changes in circumstances indicate that the carrying amount of the assets might not be recoverable.
Factors that would necessitate an impairment assessment include a significant adverse change in the
extent or manner in which an asset is used, a significant adverse change in legal factors or the business
climate that could affect the value of the asset, or a significant decline in the observable market value of
an asset, among others. If such facts indicate a potential impairment, we would assess the recoverability
of an asset group by determining if the carrying value of the asset group exceeds the sum of the projected
undiscounted cash flows expected to result from the use and eventual disposition of the assets over the
remaining economic life of the primary asset in the asset group. If the recoverability test indicates that the
carrying value of the asset group is not recoverable, we will estimate the fair value of the asset group
using appropriate valuation methodologies, which would typically include an estimate of discounted cash
flows. Any impairment would be measured as the difference between the asset group’s carrying amount
and its estimated fair value.

The use of different estimates or assumptions in determining the fair value of our intangible assets with
definite lives and other long-lived assets may result in different values, which could result in an
impairment, or in the period in which an impairment is recognized, could result in a materially different
impairment charge.

Income taxes

We record income taxes under the liability method. Deferred tax assets and liabilities reflect our
estimation of the future tax consequences of temporary differences between the carrying amounts of
assets and liabilities for book and tax purposes. We determine deferred income taxes based on the
differences in accounting methods and timing between financial statement and income tax reporting.
Accordingly, we determine the deferred tax asset or liability for each temporary difference based on the
enacted tax rates expected to be in effect when we realize the underlying items of income and expense.
We consider many factors when assessing the likelihood of future realization of our deferred tax assets,
including our recent earnings experience by jurisdiction, expectations of future taxable income, and the
carryforward periods available to us for tax reporting purposes, as well as other relevant factors. We may
establish a valuation allowance to reduce deferred tax assets to the amount we believe is more likely than
not to be realized. Due to inherent complexities arising from the nature of our businesses, future changes
in income tax law, tax sharing agreements or variances between our actual and anticipated results of

operations, we make certain judgments and estimates. Therefore, actual income taxes could materially
vary from these estimates.

We account for uncertain tax positions based on a two-step process of evaluating recognition and
measurement criteria. The first step assesses whether the tax position is more likely than not to be
sustained upon examination by the tax authority, including resolution of any appeals or litigation, based on
the technical merits of the position. If the tax position meets the more likely than not criteria, the portion of
the tax benefit greater than 50% likely to be realized upon settlement with the tax authority is recognized
in the financial statements. Interest and penalties related to uncertain tax positions are classified in the
financial statements as a component of income tax expense.

Legal and tax contingencies

We record liabilities to address potential exposures related to business and tax positions we have taken
that have been or could be challenged by taxing authorities. In addition, we record liabilities associated
with legal proceedings and lawsuits. These liabilities are recorded when the likelihood of payment is
probable and the amounts can be reasonably estimated. The determination for required liabilities is based
upon analysis of each individual tax issue, or legal proceeding, taking into consideration the likelihood of
adverse judgments and the range of possible loss. In addition, our analysis may be based on discussions
with outside legal counsel. The ultimate resolution of these potential tax exposures and legal proceedings
may be greater or less than the liabilities recorded.

Business combinations

We allocate the value of the consideration to acquire a business to tangible assets and identifiable
intangible assets acquired and liabilities assumed on the basis of their fair values at the date of
acquisition. Any excess purchase price over the fair value of the net tangible and intangible assets
acquired is allocated to goodwill. When determining the fair value of assets acquired and liabilities
assumed, management makes significant estimates and assumptions, especially with respect to
intangible assets. Critical estimates in valuing certain intangible assets include but not limited to future
expected cash flows from customer relationships and trade names, and discount rates. Management's
estimates of fair value are based upon assumptions believed to be reasonable, but which are inherently
uncertain and unpredictable and, as a result, actual results may differ from estimates.

Share-based compensation

Our share-based compensation relates to employee stock awards granted in connection with the trivago
N.V. 2016 Incentive Plan. Employee stock options primarily consist of service based awards, some of
which also have company-based and market-based performance conditions. We measure the fair value
of share options at the grant date using the Black-Scholes option pricing model and the fair value of
awards containing market-based conditions using a Monte Carlo simulation model. These models
incorporate various assumptions including expected volatility of equity, expected term and risk-free
interest rate. We amortize the fair value over the vesting term on a straight-line basis, and for
performance based awards we assess as probable of achieving the performance targets, over the service
period using the accelerated method. We account for forfeitures as they occur. If any of the assumptions
used in the models change significantly for future grant valuations, share-based compensation expense
may differ materially in the future from that recorded in the current period.

B. Liquidity and capital resources

On September 5, 2014, we entered into an uncommitted credit facility with Bank of America Merrill Lynch
International Ltd. with a maximum principal amount of €10.0 million. Advances under this facility had

interest at a rate of LIBOR, floored at zero, plus 1.0% per annum. On December 19, 2014, we entered
into an amendment to this facility pursuant to which the maximum principal amount was increased to
€50.0 million. We did not utilize the credit facility during the year ended December 31, 2020. The credit
facility was cancelled by the lender in early 2021.

For the year ended December 31, 2020, total cash, cash equivalents and restricted cash decreased by
€9.7 million to €210.8 million, of which €208.5 million were included in current assets and €2.3 million of
long-term restricted cash were included in other long-term assets in the balance sheet primarily relating to
the new campus building. The decrease in total cash, cash equivalents and restricted cash was mainly
driven by the negative cash flows from investing activities, partly offset by positive cash flows from
operating activities.

Our known material liquidity needs for periods beyond the next twelve months are described below in
“Item 5: Operating and financial review and prospects - F. Tabular disclosure of contractual obligations.”
We believe that our cash from operations, together with our cash balance are sufficient to meet our
ongoing capital expenditures, working capital requirements and other capital needs for at least the next
twelve months.

The following table summarizes our cash flows for the years ended December 31, 2019 and 2020:

(in millions)

Cash flows provided by/(used in) operating activities

Cash flows used in investing activities

Cash flows provided by/(used in) financing activities

Year Ended December 31,

2019

€

74.2 €

(18.0)

(0.1)

2020

7.9

(16.2)

(0.2)

Cash Flows Provided by/(Used in) Operating Activities

For the year ended December 31, 2020, net cash provided by operating activities decreased by
€66.3 million to €7.9 million.

In the year ended December 31, 2020, net cash provided by operating activities of €7.9 million was
mainly driven by changes in operating assets and liabilities, partly offset by negative effects from net loss
excluding non-cash expenses.

Changes in operating assets and liabilities resulted in an increase in cash and cash equivalents of €25.7
million primarily due to a decrease in accounts receivable of €53.7 million resulting from a sharp decline in
revenue due to the COVID-19 pandemic in the year ended December 31, 2020. Accounts payable
decreased by €26.6 million as our advertising spend in the fourth quarter of 2020 was significantly lower
than in the fourth quarter of 2019, as a reaction to the COVID-19 pandemic.

Net cash provided by changes in operating assets and liabilities was partly offset by net loss excluding
non-cash expenses of €17.9 million.

Cash Flows Used in Investing Activities

For the year ended December 31, 2020, cash used in investing activities decreased by €1.8 million to
€16.2 million, primarily due to lower capital expenditures including internal-use software and website
development by €2.5 million, as well as lower purchase of investments. This was partly offset by the
prepayment of pending business acquisition of Weekengo, see Note 19 - Subsequent events.

Cash Flows Provided by/(Used in) Financing Activities

For the year ended December 31, 2020, cash used in financing activities increased by €0.1 million to €0.2
million mainly due to proceeds from exercise of option awards.

C. Research and development expenses, patents and licenses, etc.
See “Item 4: Information on the company - B. Business overview.”

D. Trend information

See “Item 5: Operating and financial review and prospects - A. Operating results.”

E. Off-balance sheet arrangements

Other than the items described below under “Item 5: Operating and financial review and prospects - F.
Tabular disclosure of contractual obligations” as of December 31, 2020, we do not have any off-balance
sheet arrangements, as defined in the rules and regulations of the SEC.

F. Tabular disclosure of contractual obligations

The following table summarizes our contractual obligations as of December 31, 2020:

(in millions)
Operating leases, including imputed interest (1)(2)
Finance lease obligations
Purchase obligations(3)

Total (4)

Payments due by period

Less
than 1
year

Total

1 – 3
years

4 – 5
years

More
than 5
years

€

126.6 €

10.6 €

14.5 €

14.2 €

87.3

0.4

17.8

0.2

12.2

0.2

5.6

—

€144.8

€23.0

€20.3

€14.2

€87.3

(1) Operating lease obligations include leases for office space and office equipment. Certain leases contain renewal options. Lease
obligations expire at various dates with the latest maturity in 2038. Refer to Note 2 - Significant accounting policies for detailed
discussion on our accounting for operating leases. The lease obligations have not been reduced by minimum sublease rental
income of €1.6 million due in the future under non-cancelable sublease agreements for unoccupied leased office space.

(2) Currently recognized on our balance sheet as of December 31, 2020 is an asset retirement obligation of €0.3 million for the cost
to decommission office space. We have certain operating lease agreements that require us to decommission physical space for
which we have not yet recorded an asset retirement obligation. Due to the uncertainty of specific decommissioning obligations,
timing and related costs, we cannot reasonably estimate an asset retirement obligation for these properties and we have not
recorded a liability at this time for such properties.

(3) Our purchase obligations represent the minimum obligations we have under agreements with certain of our vendors and
marketing partners. These minimum obligations are less than our projected use for those periods. Payments may be more than the
minimum obligations based on actual use.

(4) Excludes €2.9 million of net unrecognized tax benefits for which we cannot make a reasonably reliable estimate of the period of
payment.

G. Safe Harbor

See “Special note regarding forward-looking statements.”

H. Non-GAAP financial measures
We report Adjusted EBITDA as a supplemental measure to U.S. generally accepted accounting principles
("GAAP"). We define Adjusted EBITDA as net income/(loss) adjusted for:

•

income/(loss) from equity method investment,

expense/(benefit) for income taxes,

total other (income)/expense, net,

depreciation of property and equipment and amortization of intangible assets,

impairment of, and gains and losses on disposals of, property and equipment,

impairment of intangible assets and goodwill,

share-based compensation, and

certain other items, including restructuring.

From time to time going forward, we may exclude from Adjusted EBITDA the impact of certain events,
gains, losses or other charges (such as restructuring charges and significant legal settlements) that affect
the period-to-period comparability of our operating performance.

Adjusted EBITDA is a non-GAAP financial measure. A “non-GAAP financial measure” refers to a
numerical measure of a company’s historical or future financial performance, financial position, or cash
flows that excludes (or includes) amounts that are included in (or excluded from) the most directly
comparable measure calculated and presented in accordance with U.S. GAAP in such company’s
financial statements. We present this non-GAAP financial measure because it is used by management to
evaluate our operating performance, formulate business plans, and make strategic decisions on capital
allocation. We also believe that this non-GAAP financial measure provides useful information to investors
and others in understanding and evaluating our operating performance and consolidated results of
operations in the same manner as our management, and the exclusion of certain expenses in calculating
Adjusted EBITDA can provide a useful measure in comparing financial results between periods as these
costs may vary independent of core business performance.

Our use of Adjusted EBITDA has limitations as an analytical tool, and you should not consider it in
isolation or as a substitute for analysis of our results reported in accordance with U.S. GAAP, including
net income/loss. Some of these limitations are:

•

Adjusted EBITDA does not reflect our cash expenditures or future requirements for capital
expenditures or contractual commitments;

Adjusted EBITDA does not reflect changes in, or cash requirements for, our working capital
needs;

Adjusted EBITDA does not reflect expenses, such as restructuring and other related
reorganization costs;

Although depreciation, amortization and impairments are non-cash charges, the assets being
depreciated, amortized or impaired may have to be replaced in the future, and Adjusted EBITDA
does not reflect cash capital expenditure requirements for such replacements or for new capital
expenditure requirements; and

• Other companies, including companies in our own industry, may calculate Adjusted EBITDA

differently than we do, limiting its usefulness as a comparative measure.

During the first quarter of 2020, we changed our definition of Adjusted EBITDA to better align with our
industry and allow for a financial comparison across quarters that excludes the effects of impairment of
intangibles assets and goodwill and certain other items, including restructuring.

The below table presents a reconciliation of Adjusted EBITDA to net income/(loss), the most directly
comparable GAAP financial measure.

(in thousands)

Net income/(loss)

Income/(loss) from equity method investment

Year Ended December 31,

2018

2019

2020

€ (21,489) € 17,161 € (245,378)

453

(739)

Income/(loss) before equity method investment

€ (21,552) € 16,708 € (244,639)

Expense/(benefit) for income taxes

Income/(loss) before income taxes

Add/(less):

Interest expense

Other, net

Operating income/(loss)

1,086

20,982

(8,494)

€ (20,466) € 37,690 € (253,133)

1,839

(539)

428

270

212

€ (19,166) € 38,151 € (252,651)

Depreciation of property and equipment and amortization of intangible
assets

13,054

11,983

10,852

Impairment of, and gains and losses on disposals of, property and
equipment

Impairment of intangible assets and goodwill

Share-based compensation

Certain other items, including restructuring

Adjusted EBITDA

2,042

—

(111)

597

—

207,618

20,702

19,891

15,079

—

6,235

€ 16,632 € 69,914 € (12,270)

Note: We have reclassified certain amounts related to our prior period results to conform to our current period presentation.

Item 6: Directors, senior management and employees
A. Directors and senior management
Senior management and supervisory board

The following tables present information about our senior management and our supervisory board
members including their ages and position as of the date of this annual report. The current business
addresses for the members of our management and supervisory boards is c/o trivago N.V., Kesselstraße
5 - 7, 40221 Düsseldorf, Germany.

Management board

Name

Axel Hefer

James Carter

Matthias Tillmann

Age

Position
Managing Director for Legal, Marketing, Marketplace, People and Culture
(Chief Executive Officer)
Managing Director for Product and Technology (Chief Product and
Technology Officer)
Managing Director for Finance and Creative Production (Chief Financial
Officer)

The following paragraphs set forth biographical information regarding our management board members
as well as our chief financial officer.

Axel Hefer currently serves as chief executive officer of the company. He was initially appointed as
managing director and chief financial officer of the company in 2016. He also serves as a non-executive
director of Spark Networks SE. Prior to joining trivago GmbH, Mr. Hefer was CFO and COO of Home24
AG, an online home furniture and decor company, and managing director of One Equity Partners, the
former Private Equity Division of J.P. Morgan Chase. Mr. Hefer holds a diploma in management from
Leipzig Graduate School of Management (HHL) and an M.B.A. from INSEAD.

James Carter currently serves as our chief product and technology officer and was initially appointed as
a managing director in 2020. He also serves as a member of the supervisory board of Peakwork AG. Prior
to joining trivago, Mr. Carter held the title of Engineering Director at Google, responsible for the Boston
engineering team working on Google's Hotel Ads product.

Matthias Tillmann currently serves as chief financial officer of the company and was initially appointed
as managing director in 2020. Mr. Tillmann joined trivago in 2016 and has held a variety of leadership
responsibilities in the finance department. He most recently co-led the team as Senior Vice President,
Head of Corporate Finance and prior to that was Head of Strategy and Investor Relations. Prior to joining
trivago, he was a senior investment banker at Deutsche Bank AG. Mr. Tillmann holds a diploma in
mathematics and economics from the University of Münster (WWU).

Changes to our management board in 2020

• On June 30, 2020, Johannes Thomas, the former managing director for Advertiser Relations, did

not stand for reelection at our annual general meeting of shareholders.

• On June 30, 2020, Matthias Tillmann and James Carter were appointed as managing directors at
our annual general meeting of shareholders with a term expiring at our annual general meeting to
be held in 2023.

Supervisory board

Name

Robert Dzielak

Eric Hart

Peter M. Kern

Hiren Mankodi

Frédéric Mazzella

Niklas Östberg

Rolf Schrömgens*

Age

Year of initial
appointment

Expiration of
current term

2018

2016

2021

2022

*On October 22, 2020, the Supervisory Board extended Rolf Schrömgen's term on the Supervisory Board. He was designated a
temporary member of Supervisory Board effective upon the expiration of his prior term on December 31, 2020 until our next general
meeting of shareholders. For more information, see "Changes to our supervisory board " below.

** On February 25, 2021, Eric Hart was designated as temporary member of our supervisory board, pending his appointment at our
general meeting of shareholders in 2021. For more information, see "Changes to our supervisory board " below.

The following is a brief summary of the business experience of our supervisory board members.

Robert J. Dzielak has served as Expedia Group’s Chief Legal Officer and Secretary since March 2018,
previously serving as its Executive Vice President, General Counsel and Secretary since April 2012. Mr.
Dzielak had previously served as Senior Vice President and acting General Counsel since October 2011.
Since joining the Expedia Group as Assistant General Counsel in April 2006 and through his service as
Vice President and Associate General Counsel between February 2007 and October 2011, Mr. Dzielak
held primary responsibility for the worldwide litigation portfolio of Expedia Group and its brands. Prior to
joining Expedia Group, Mr. Dzielak was a partner at the law firm of Preston, Gates and Ellis, LLP (now
K&L Gates LLP), where his practice focused on commercial and intellectual property litigation. Mr. Dzielak
received his J.D. from The John Marshall Law School.

Eric M. Hart has served as the Chief Financial Officer of Expedia Group since April 2020, overseeing
Expedia Group’s accounting, financial reporting and analysis, investor relations, treasury, internal audit,
tax, and real estate teams. Mr. Hart had served as acting Chief Financial Officer since the departure of
the former Chief Financial Officer in December of 2019. Mr. Hart has also served as Expedia Group’s
Chief Strategy Officer since November 1, 2019 with responsibility for Expedia Group's strategy and
business development, as well as global M&A and investments. Prior to assuming the Chief Strategy
Officer position, Mr. Hart served as the General Manager of Expedia Group’s CarRentals.com brand for
nearly three years. Prior to that, he oversaw corporate strategy for the Expedia Group, leading some of
Expedia Group’s largest acquisitions. Before joining Expedia Group, Mr. Hart spent time as a Vice
President at Lake Capital, as a Project Leader at Boston Consulting Group, and as a Consultant at
Accenture. Mr. Hart holds a bachelor’s degree from Georgia State University and a Master’s in Business
Administration from University of Chicago Booth School of Business.

Peter M. Kern has been a director of Expedia Group since completion of the IAC/Expedia Group spin-off,
has served as Vice Chairman of Expedia Group since June 2018, and has served as Chief Executive
Officer of Expedia Group since April 2020. Mr. Kern served on the board of directors of Tribune Media
Company from October 2016 through the completion of Tribune Media’s merger with Nextstar Media
Group, Inc. in September 2019, and served as Tribune Media’s Chief Executive Officer from March 2017
through September 2019. Mr. Kern is a Managing Partner of InterMedia Partners VII, LP, a private equity
firm. Prior to joining InterMedia, Mr. Kern was Senior Managing Director and Principal of Alpine Capital
LLC. Prior to Alpine Capital, Mr. Kern founded Gemini Associates in 1996 and served as President from
its inception through its merger with Alpine Capital in 2001. Prior to founding Gemini Associates, Mr. Kern
was at the Home Shopping Network and Whittle Communications. In addition to serving as the Chairman
of the Supervisory Board of trivago N.V., Mr. Kern also currently serves as Chairman of the board of

directors of Hemisphere Media Group, Inc., a publicly-traded Spanish-language media company and on
the boards of several private companies. Mr. Kern holds a B.S. degree from the Wharton School at the
University of Pennsylvania.

Hiren Mankodi currently serves as Managing Director for Charlesbank Capital Partners, leading the
firm’s technology investing efforts. Previously he was as a co-founding partner at Pamplona TMT, a
private equity firm focusing on the technology, media and telecom private equity sector. Prior to that, he
was a Managing Director at Audax Private Equity where he led the firm’s technology investing efforts. He
has over 19 years of private equity and venture capital investing experience, including investments in the
enterprise software, infrastructure software, digital media, healthcare IT, technology-enabled services,
and industrial technology sectors.

Frédéric Mazzella is the Founder and Chairman of BlaBlaCar and was its CEO during the first decade
until 2016. Since 2018, Mr. Mazzella is Co-President of France Digitale, the largest startup association in
Europe representing 1,500 startups. Mr. Mazzella holds an M.B.A. from INSEAD, a Master's degree in
Computer Science from Stanford University and a Master's degree in Physics from École Normale
Supérieure.

Niklas Östberg is the co-founder of Delivery Hero SE and has served as its Chief Executive Officer since
May 2011. He also served as director of the board until its public offering in July 2017. Prior to this, Mr.
Östberg was co-founder and chairman of the board of Online Pizza Norden AB from 2008 and May 2011.
Mr. Östberg holds a Master's degree from the Royal Institute of Technology in Stockholm, Sweden.

Rolf Schrömgens was CEO of trivago N.V. until the end of 2019. Prior to joining trivago GmbH,
Mr. Schrömgens was founder and VP at ciao.com, a consumer review website, from 1999 to 2001.
Mr. Schrömgens holds a diploma in management from Leipzig Graduate School of Management (HHL).

Agreements regarding the supervisory board and the management board
Members of our supervisory board and members of our management board have been appointed
pursuant to the terms of Amended and Restated Shareholders’ Agreement. See “Item 6: Directors, senior
management and employees - C. Board practices” and “Item 7: Major shareholders and related party
transactions - B. Related party transactions”.

Changes to our supervisory board

• On June 30, 2020, Ariane Gorin was appointed to our supervisory board with a term expiring at
our annual general meeting to be held in 2023 and Rolf Schrömgens was appointed with a term
expiring on December 31, 2020. Ms. Gorin and Mr. Schrömgens were initially designated as
temporary members of the supervisory board in 2019.

• On October 22, 2020, the Supervisory Board extended Mr. Schrömgens' term on the Supervisory
Board effective upon the expiration of his prior term on December 31, 2020 until our general
meeting of shareholders to be held in 2021. Upon the expiration of his term on December 31,
2020, Schrömgens was designated as temporary member of the Supervisory Board, and as a
result, will continue to have all powers and responsibilities of a Supervisory Board member, as if
he had been reappointed by the general meeting of shareholders.

• On February 25, 2021, Ariane Gorin resigned from our supervisory board and compensation
committee. On the same date, the supervisory board designated Eric Hart as temporary member
of our supervisory board, pending his appointment at our general meeting of shareholders in
2021, and appointed him to our compensation committee. Upon his designation as temporary
member of the supervisory board, Mr. Hart has all powers and responsibilities of a supervisory
board member, as if he had been appointed at the general meeting of shareholders.

B. Compensation
Compensation of members of our management board and supervisory board

The amount of compensation, including benefits in kind, accrued or paid to our management board
members with respect to their service on the management board in the year ended December 31, 2020 is
described in the tables below.

Our management board earned the following cash compensation with respect to their service as
members of the management board during the fiscal year 2020:

(€ in thousands)
Periodically-paid remuneration (base
salary)

Bonuses

Total cash compensation

Carter(1)

€120

€228

€348

Hefer

€240

€228

€468

Thomas(2)

Tillmann(1)

€120

—

€120

€240

€360

(1) James Carter and Matthias Tillmann were appointed to our management board at our general meeting of shareholders, which
was held on June 30, 2020. The periodically-paid remuneration amounts presented reflect cash compensation for the period as a
member of our management board.

(2) Johannes Thomas ceased to be a member of our management board when he did not stand for reelection at the general
meeting of shareholders, which was held on June 30, 2020.

Our supervisory board conducted an individualized analysis of each member of senior management with
reference to alignment with our goals, the business impact of senior management on those goals and the
team building capabilities of senior management, and in each case, determined that our management
board met the objectives set forth as a condition for the awarding of the respective bonus paid to them. In
2020, the compensation committee approved, subject to supervisory board approval, an all-cash
performance bonus to Messrs. Carter, Hefer, and Tillmann, which amounts are included in the bonus line
in the table above. As of December 31, 2020, we had nothing set aside or accrued to provide pension,
retirement or similar benefits to our management board members.

In 2020, while still a member of the management board, Mr. Thomas exercised options at a strike price of
€0.06 to receive 80,000 ADSs. In 2020 after his appointment to the management board, Mr. Tillmann
exercised options at a strike price of €0.06 to receive 17,500 ADSs that were subsequently sold pursuant
to a trading plan established pursuant to Rule 10b5-1 of the Exchange Act. In 2020 after his appointment
to the management board, Mr. Carter acquired 57,649 ADSs from the vesting of his restricted stock units
that were subsequently sold pursuant to a trading plan established pursuant to Rule 10b5-1 of the
Exchange Act.

Our management board held the following options (both vested and unvested) as of December 31, 2020:

Beneficiary

Grant date

Carter

Jul. 18, 2019
Mar. 11, 2020(4)
Mar. 11, 2020(5)
Mar. 11, 2020

Hefer

Sept. 23, 2016

Mar. 6, 2017

Dec. 20, 2017

Jun. 28, 2019
Mar. 11, 2020(4)
Mar. 11, 2020(5)
Mar. 11, 2020

Thomas

Mar. 18, 2014

May 15, 2015

Vesting date
Three Year Vest(8)
Three Year Vest(4)
Jan. 2, 2023
Three Year Vest(9)
May 1, 2017,
2018, 2019

May 1, 2017,
2018, 2019

Jan. 3, 2018,
2019, 2020

Jan. 2, 2019,
2020, 2021

Jul. 2, 2020, Jan.
2, 2023
Three Year Vest(3)
Three Year Vest(4)
Jan. 2, 2023
Three Year Vest(9)
Jun. 7, 2015,
2017

Mar. 8, 2016,
2017, 2018

May 15, 2015

Jul. 31, 2017

Mar. 6, 2017

Dec. 20, 2017

Jun. 28 2019
Jul. 23, 2020(6)

Tillmann

Mar. 6, 2017

Mar. 21, 2018

Feb. 8, 2019
Mar. 11, 2020(4)
Mar. 11, 2020(5)
Mar. 11, 2020

Jan. 3, 2018,
2019, 2020

Jan. 2, 2019,
2020, 2021

Jan. 2, 2019,
2020, 2021
Three Year Vest(3)
Jan. 2, 2021

Jan. 3, 2018,
2019, 2020

Jan. 2, 2019,
2020, 2021
Three Year Vest(3)
Three Year Vest(4)
Jan. 2, 2023
Three Year Vest(9)

Number of
options
outstanding(1)
78,799

124,385

532,385

441,880

Strike price
N/A(7)
N/A(7)
N/A(7)
N/A(7)

Expiration
date(2)
N/A(7)
N/A(7)
N/A(7)
N/A(7)

45,830

€0.12

153,192

€11.75

None

600,000

$12.14

Mar. 6, 2024

224,000

$7.17

Mar. 6, 2024

1,276,000

$7.17

Dec. 20, 2024

1,500,000

810,927

775,347

1,500,358

1,170,280

170,213

110,639

17,626

$7.17

€0.06

€2.11

€0.06

Dec. 20, 2024

Jun. 28, 2026

Mar. 11 2027

None

400,000

$12.14

Apr. 3, 2021

224,000

$7.17

Apr. 3, 2021

476,000

139,378

246,765

$7.17

€0.06

Apr. 3, 2021

40,000

$12.14

Mar. 6 2024

100,000

12,500

115,189

532,385

523,674

$7.01

€0.06

Mar. 21, 2025

Feb. 8, 2026

Mar. 11 2027

(1) Share options granted before our IPO are calculated by converting options relating to units of trivago GmbH into options relating
to shares of trivago N.V. by using the following conversion method (simplified): numbers of options were multiplied by the multiplier
ratio 8,510.66824 used for purposes of our IPO. In case of trivago GmbH class B options, the result was divided by 1,000. Holders
of trivago GmbH class A options with a former strike price of € 1.00 received certain a portion of trivago N.V. options in addition as
compensation for the requirement of a higher strike price for trivago N.V. options due to corporate law requirements. In case the
numbers relate to the time before the completion of our IPO, they are for illustrative purposes only and calculated using the method
described above, as the actual option grants and exercises took place on the trivago GmbH level. Minor deviations can occur due to
rounding.

(2) Unvested options lapse when the beneficiary leaves the Company.

(3) This award vests as follows: 1/3rd vested on January 2, 2020, and an additional 1/12th will vest quarterly thereafter until the
award is fully vested, subject to continued service on such vesting dates.

(4) The award vests 1/3rd on January 2, 2021, and an additional 1/12th will vest quarterly thereafter until the award is fully vested,
subject to continued service on such vesting dates. The awards are not exercisable until the completion of the performance period.
The award contains performance conditions which will determine the number of shares awardable at the end of the performance
period pursuant to the respective vested stock options or restricted share units. The performance condition is based upon the two-
year and three month compound annual growth rate (CAGR) of trivago's share price. Potential award levels range from 50-150% of
the grant depending on the achievement of a share price CAGR ranging from 10-20% over a two-year and three month period
(sliding scale). The start and end stock price is based on the 30-day trailing volume-weighted average share price. The initial
performance measurement period at grant was January 2, 2020 to December 31, 2022. On October 22, 2020, the performance
measurement start date was subsequently modified to October 2, 2020, which resulted in a lower anchor stock price and a shorter
performance period to be used in determining the CAGR at the end of the performance period.

(5) The award cliff vests on January 2, 2023 and is dependent on achieving a six or twelve month volume-weighted average share
price ≥ USD $2.74 for the last 6 or 12 months of 2022. If this performance condition is not satisfied, the award will lapse immediately
and cease to be exercisable in respect of all of the award. The performance condition at grant was a volume-weighted average
share price of USD $5.00. On October 22, 2020, the performance condition was subsequently modified to a volume-weighted
average share price of USD $2.74.

(6) Johannes Thomas received a consultancy award with 100% vesting on January 2. 2021.

(7) Restricted stock units are granted at zero grant price and have no expiration date.

(8) This award vests as follows: 1/3rd vested on July 18, 2020, and an additional 1/12th will vest quarterly thereafter until the award
is fully vested, subject to continued service on such vesting dates.

(9) This award vests as follows: 1/3rd vests on January 2, 2021, and an additional 1/12th will vest quarterly thereafter until the award
is fully vested, subject to continued service on such vesting dates.

The amount of compensation, including benefits in kind, accrued or paid to our supervisory board
members with respect to the year ended December 31, 2020 is described in the tables below. Our
supervisory board received the following cash compensation with respect to service in the fiscal year
2020:

($ in thousands)

Periodically-paid remuneration (base salary)

Total cash compensation

Kern(1)

Mazzella

Mankodi

Östberg

(1) Peter Kern was appointed as CEO of Expedia, Inc. and therefore no longer receives compensation for his services on our
supervisory board beginning April 22, 2020 onwards.

Mr. Kern (beginning on the date he became CEO of Expedia on April 22, 2020), Mr. Dzielak, Ms. Gorin,
Mr. Hart and Mr. Schrömgens were not provided with any compensation for their service on our
supervisory board for the year ended December 31, 2020.

Our supervisory board held the following options and/or restricted stock units (RSUs) (both vested and
unvested) as of December 31, 2020:

Beneficiary

Grant date

Vesting date

Dzielak

Gorin

Hart

Kern

Mankodi

—

Mar. 6, 2017

Dec. 20, 2017

Feb. 8, 2019

Mar. 11, 2020

Aug. 17, 2018

Feb. 8, 2019

Mar. 11, 2020

Mazzella

Mar. 6, 2017

Dec. 20, 2017

Jun. 28, 2019

Nov. 5, 2019

Mar. 11, 2020

Östberg

Mar. 6, 2017

Dec. 20, 2017

Jun. 28, 2019

Mar. 11, 2020

Schrömgens

Mar. 6, 2017

—

Jan. 3, 2018,
2019, 2020

Jan. 2, 2019,
2020, 2021
3 Year Vest(2)
3 Year Vest(4)
Jul. 2, 2019,
2020, 2021
3 Year Vest(2)
3 Year Vest(4)
Jan. 3, 2018,
2019, 2020

Jan. 2, 2019,
2020, 2021
3 Year Vest(2)
3 Year Vest(3)
3 Year Vest(4)
Jan. 3, 2018,
2019, 2020

Jan. 2, 2019,
2020, 2021
3 Year Vest(2)
3 Year Vest (4)
Jan. 3, 2018,
2019, 2020

Jan. 2, 2019,
2020, 2021

Number of
options/RSUs
outstanding

Strike price

Expiration
date

—

74,135

$12.14

Mar. 6, 2024

125,520

13,773

27,322

90,408

15,495

100,446

$7.17
N/A(1)
N/A(1)

$4.42
N/A(1)
N/A(1)

Dec. 20, 2024
N/A(1)
N/A(1)

Aug. 17, 2025
N/A(1)
N/A(1)

65,898

$12.14

Mar. 6, 2024

111,576

54,062

831

95,982

$7.17

€0.06

Dec. 20, 2024

Jun. 28, 2026

Nov. 5, 2026

Mar. 11, 2027

70,840

$12.14

Mar. 6, 2024

119,944

58,117

95,982

$7.17

€0.06

Dec. 20, 2024

Jun. 28, 2026

Mar. 11, 2027

400,000

$12.14

Mar. 6, 2024

224,00

$7.17

Mar. 6, 2024

(1) Restricted stock units are granted at zero grant price and have no expiration date.

(2) This award vests as follows: 1/3rd vested on January 2, 2020, and an additional 1/12th will vest quarterly thereafter until the
award is fully vested, subject to continued service on such vesting date.

(3) This award vests as follows: 1/3rd vested on November 5, 2020, and an additional 1/12th will vest quarterly thereafter until the
award is fully vested, subject to continued service on such vesting date.

(4)This award vests as follows: 1/3rd vests on January 2, 2021, and an additional 1/12th will vest quarterly thereafter until the award
is fully vested, subject to continued service on such vesting date.

As of December 31, 2020, we had nothing set aside or accrued to provide pension, retirement or similar
benefits to our supervisory board members. In the year 2020, none of our supervisory board members
exercised any options in trivago N.V. In 2020, 19,616 and 22,068 RSUs vested and were released to Mr.
Kern and Mr. Mankodi, respectively.

2016 Omnibus incentive plan

In connection with our IPO, we established the trivago N.V. 2016 Omnibus Incentive Plan, which we refer
to as the 2016 Plan, with the purpose of giving us a competitive advantage in attracting, retaining and
motivating officers, employees, management board members, supervisory board members, and/or
consultants by providing them incentives directly linked to shareholder value. The maximum number of
Class A shares available for issuance under the 2016 Plan is 59,635,698 Class A shares, which does not
include any Class B share conversions. Class A shares issuable under the 2016 Plan will be represented
by ADSs for such Class A shares. The 2016 Plan was amended on March 6, 2017 to permit the
delegation of certain responsibilities to the management board. The Plan was amended on August 3,
2017 to permit supervisory board members to be eligible for awards under the 2016 Plan. The 2016 Plan
was amended on June 28, 2019 to permit the granting to management and supervisory board members
an option to purchase Class A shares at less than fair market value of the underlying Class A shares. The
2016 Plan was also amended on July 18, 2019 to permit additional mechanics to settle transactions. On
June 30, 2020, at our general meeting, our shareholders authorized an increase of the maximum number
of Class A shares available for issuance under the 2016 Plan. On March 2, 2021, our supervisory board
amended the 2016 Plan to reflect this increase.

The 2016 Plan is administered by a committee of at least two members of our supervisory board, which
we refer to as the plan committee. The plan committee must approve all awards to directors. Our
management board may approve awards to eligible recipients other than directors, subject to annual
aggregate and individual limits as may be agreed by the supervisory board. Subject to applicable law or
the listing standards of the applicable exchange, the plan committee may delegate to other appropriate
persons the authority to grant equity awards under the 2016 Plan to eligible award recipients.
Management board members, supervisory board members, officers, employees and consultants of the
company or any of our subsidiaries or affiliates, and any prospective directors, officers, employees and
consultants of the company who have accepted offers of employment or consultancy from the company
or our subsidiaries or affiliates are eligible for awards under the 2016 Plan.

Options and share appreciation rights shall vest and become exercisable at such time and pursuant to
such conditions as determined by the plan committee and as may be specified in an individual grant
agreement. The plan committee may at any time accelerate the exercisability of any option or share
appreciation right. Restricted shares may vest based on continued service, attainment of performance
goals or both continued service and performance goals. The plan committee at any time may waive any
of these vesting conditions.

Options and share appreciation rights will have a term of not more than ten years. The 2016 Plan will also
have a ten year term, although awards outstanding on the date the 2016 Plan terminates will not be
affected by the termination of the 2016 Plan.

Compensation principles
Senior management

The primary objective of our senior management’s compensation program is to attract, motivate, reward
and retain the managerial talent needed to achieve our business objectives and drive sustainable
business performance. We have mandated an external compensation specialist to benchmark our
management’s compensation, both in terms of their base cash compensation, cash bonus and equity
incentive award, against that of the management of similarly situated companies in the United States and

Europe including companies with a similar financial profile and those in the same sector (e.g., technology
and online travel). While we have targeted total compensation amounts for senior management
comparable to those of similarly situated companies, in 2020, we have compensated our senior
management to a greater extent with performance-based equity grants, based on performance targets
(e.g., a particular stock price or stock price improvement). We have opted to focus on this type of
compensation to incentivize our management’s value contribution to our business and to promote long-
term value creation. For more information on the 2020 performance grants, see “Item 6: Directors, senior
management and employees - B. Compensation - Compensation of members of our management board
and supervisory board" above. Base salaries for our senior management were therefore a relatively
smaller component of total compensation and were lower than base salaries of senior management at
many our peers, reflecting our belief that this mix of compensation incentivizes our management’s
performance and promotes intrinsic motivation. Bonus payments for our senior management are
determined with respect to a given year based on primarily qualitative goals. For the purpose of
determining the bonus amounts and compensation more generally, our supervisory board and
compensation committee conduct an individualized analysis of each member of senior management and
measure the performance of senior management with reference to alignment with our goals, the business
impact of senior management on those goal and the team building capabilities of senior management.
The base salary, any bonus payments and any equity award compensation are proposed by the CEO to
our compensation committee. The proposal is then discussed (and amended, if needed) by the
committee. The amount of compensation of the management board and those reporting to the CEO is
then determined at the discretion of our supervisory board.

Employees

We believe in cultivating an inspiring environment where our employees can thrive and feel empowered to
do their best. Our aim is to attract intrinsically motivated individuals, and nurture and retain the most
capable and driven of them to support our culture of learning, authenticity and entrepreneurship.

Our remuneration policy is designed to attract and retain employees, and reward them for achieving our
goals and objectives as a business, and working productively together based on the “core values" (see
above “Item 4: Information on the company - B. Business overview - Our employees and culture ”)

We use an individualized approach to compensation that reflects the value contribution of each employee
to our organization. We believe that employees who contribute significantly to our success should receive
increased compensation and measures should be taken to retain them, for example through the award of
stock options. The unique context of the position profile - in particular in relation to similar roles both at
trivago and externally - as well as the scope of responsibilities taken on by that employee are other
important factors for the development of employee compensation.

Salaried employees are rewarded on a total rewards basis, which includes fixed income and long-term
incentive awards, such as stock options. Compensation is awarded on a fixed rather than variable basis
in order to emphasize intrinsic (rather than extrinsic) motivation. We aim to ensure that each employee’s
compensation is fair and is aligned to the scope and breadth of his or her activities as well as to the value
that person creates. At trivago, we review our compensation decisions on a yearly basis. We believe that
fairness is created by analyzing compensation at one point in time for all our employees. Rather than
negotiating salary increases, we aim to run a fair, objective and merit-based process for compensation
decisions.

C. Board practices
Management board and supervisory board

We have a two-tier board structure consisting of our management board (bestuur) and a separate
supervisory board (raad van commissarissen). Each management board and supervisory board member
owes a duty to us to properly perform the duties assigned to him or her and to act in our corporate
interest. Under Dutch law, the corporate interest extends to the interests of all corporate stakeholders,
such as shareholders, creditors, employees, customers and suppliers.

Management board

Our management board is responsible for the day-to-day management of our company, subject to certain
limitations as set out in the articles of association and the internal rules of our management board (which
we refer to as the Management Board Rules), and for our strategy, policy and operations subject to the
Amended and Restated Shareholders’ Agreement and under the supervision of our supervisory board.

Our management board is required to keep our supervisory board informed, and to consult with our
supervisory board, on important matters and to submit certain important decisions to our supervisory
board for its approval as set out below. Except as agreed in our annual business plan, which is subject to
the approval of our supervisory board, prior to entering into the following transactions or making the
following decisions with respect to the company or any subsidiary, our management board shall obtain the
prior consent of the supervisory board:

1. sale, transfer, lease (as lessor or in respect of real property) or other disposition of assets
(including equity interests in a subsidiary) other than such sales, transfers, leases or other
dispositions with a value for accounting purposes (i) less than $1,000,000, or (ii) between
$1,000,000 and $10,000,000 except to the extent prior notice is provided to Expedia Group and
such sale, transfer, lease or other disposition would be permitted under Expedia Group’s credit
facilities; or any merger of, or sale of all or substantially all of the assets of, any subsidiary (except
to the extent prior notice is provided to Expedia Group and such merger or sale is permitted
under Expedia Group’s credit facilities);

liquidating or dissolving the company or any subsidiary;

3. granting loans, payment guarantees (Bürgschaften), indemnities, or incurring other liabilities to

third parties outside the ordinary course of business in excess of €10,000,000;

taking out loans, borrowings or other debt (or providing any guarantee of such obligations of any
other person or entity) or granting any liens other than liens securing the foregoing, which
permitted debt and liens at any time outstanding exceed €25,000,000;

5. entering into joint-venture, partnership and/or similar agreements which cannot be terminated
without penalty within (i) three years and which could result in the company or any subsidiary
being liable for the obligations of a third party, (ii) five years, or (iii) agreements pursuant to Article
7.1(h) of the Amended and Restated Shareholders’ Agreement;

6. entering into non-compete or exclusivity agreements or other agreements that restrict the
freedom of the business and which agreements are terminable later than two years after having
been entered into;

7. entering into agreements (i) which cannot be terminated without penalty within (a) three years
and involving annual expenditures in excess of €10,000,000 or (b) five years, except for
supplementary lease agreements with (x) an annual rent of not more than €1,000,000, (y)
substantially comparable terms to the relevant existing lease agreement, and (z) a term of ten
years or less, or (ii) for annual expenditures in excess of €15,000,000, save that the threshold for
expenditures for brand marketing shall be €50,000,000;

8. entering into agreements under which we or any subsidiary binds or purports to bind any of our
shareholders or our shareholders’ affiliates (other than our subsidiaries) or to cause such
shareholders or affiliates to take or forbear from taking action;

9. entering into, amending or terminating agreements between us (or any subsidiary) and any
managing director of the company or any subsidiary, any companies affiliated with such
managing director, or third parties represented by such managing director;

10. entering into or amending any agreements or other arrangements with any third party that restrict
in any fashion the ability of the company (or any subsidiary), which ability shall be subject to the
terms of the Management Board Rules (a) to pay dividends or other distributions with respect to
any shares in the capital of the company (or any subsidiary) or (b) to make or repay loans or
advances to, or guarantee debt of, any of the company’s shareholders or such shareholders
subsidiaries;

11. entering into, amending or terminating domination agreements (Beherrschungsverträge), profit
leasing contracts

(Gewinnabführungsverträge), business

loss pooling agreements

and
(Unternehmenspachtverträge) or tax units (Organschaften);

12. entering into any transaction with any affiliate or shareholder of the company which is outside the

ordinary course of business and not at arms’ length terms;

13. issuing shares in the capital of the company or any subsidiary (including phantom stock and profit
participation rights) or granting options (including phantom options) or subscription rights for
shares of the company or any subsidiary, except pursuant to the company’s 2016 Plan;

14. share repurchases by the company or any subsidiary (other than in connection with conversion of

Class B shares into Class A shares);

15. amendments, modifications or waivers to, or the exercise of any rights under, any stock option,
phantom option or similar program of the company or any subsidiary, except to the extent
provided in the 2016 Plan;

16. making changes to regulatory or tax status or classification of the company or any subsidiary;

17. change of material accounting standards not required by applicable law or Dutch or U.S. GAAP

policy;

18. entering into, amending or terminating employment contracts with the Founders, the CEO or the

CFO of the company;

19. entering into any collective bargaining agreements (Tarifverträge); and

20. initiating or settling material litigation in excess of €1,000,000.

The management board shall, in due course at least 30 days before the end of each fiscal year of the
company, prepare and submit to the supervisory board an annual business plan for the following fiscal
year. The annual business plan shall become effective upon the approval of the supervisory board, and
the annual business plan may be amended by the management board by a quarterly plan with the
consent of the supervisory board. The annual business plan will address, in reasonable detail, any
anticipated transactions of the type described in Item 1 above. The fiscal year of the company is the
calendar year.

If, at the beginning of a fiscal year, no new annual business plan is in effect because the supervisory
board did not approve the annual business plan submitted by the management board or the management
board did not submit an annual business plan as and when required under the management board rules,
the annual business plan for the previous business year shall stay in effect until such time when the
supervisory board approves a new annual business plan for the running fiscal year, provided that the
target figures for revenue and adjusted EBITDA shall increase by 15% to the previous annual business
plan and expense items shall be adjusted accordingly.

Pursuant to the Amended and Restated Shareholders’ Agreement, our management board must consist
of three to six members, including the CEO and the CFO. Our management board members have been
appointed pursuant to our deed of incorporation. The composition of our management board is subject to
the rights of the Founders and Expedia Group (through ELPS) under the Amended and Restated
Shareholders’ Agreement.

Under our articles of association, the supervisory board may elect one management board member to be
the chief executive officer and another management board member to be the chief financial officer subject
to the terms of the Amended and Restated Shareholders’ Agreement. The supervisory board may revoke
the title chief executive officer or chief financial officer subject to the terms of the Amended and Restated
Shareholders’ Agreement, provided that such management board member will subsequently continue his
term of office as a management board member without having the title of chief executive officer or chief
financial officer, respectively.

Our management board members were appointed by our general meeting of shareholders upon the
binding nomination by the supervisory board. Under Dutch law, a management board member may,
subject to compliance with certain Dutch statutory procedures, be removed with or without cause by a
resolution passed by a majority of at least a two thirds of the votes cast by those present in person or by
proxy at a meeting and who are entitled to vote, provided such majority represents more than half of the
issued share capital, unless the proposal was made by the supervisory board in which case a simple
majority of the votes cast is sufficient.

Supervisory board

Our supervisory board is responsible for supervising the conduct of and providing advice to our
management board and for supervising our business generally, subject to our articles of association, the
Amended and Restated Shareholders’ Agreement and the internal rules of our supervisory board (which
we refer to as Supervisory Board Rules). Our supervisory board also has the authority to, at its own
initiative, provide our management board with advice and may request any information from our
management board that it deems appropriate. In performing its duties, our supervisory board is required
to take into account the interests of our business as a whole.

Our supervisory board is comprised of seven members, including two temporary board members
(pending appointments at the general meeting). Pursuant to the Amended and Restated Shareholders’
Agreement, four supervisory board members were selected by Expedia Group (through ELPS) and three
supervisory board members were selected by the Founders. Each supervisory board member (other than
the temporary members) was appointed for a term of three years.

Our current supervisory board members (other than Mr. Schrömgens who was reappointed as a
temporary member upon the expiration of his prior term on December 31, 2020 and Mr. Hart who was
appointed as a temporary member in 2021) were appointed at our general meetings of shareholders upon
the binding nomination by our supervisory board. Pursuant to the Amended and Restated Shareholders’
Agreement, ELPS and the Founders have agreed that any new supervisory board member will be
proposed for nomination by either ELPS or the Founders as applicable, depending on which supervisory
board member resigns, is not reappointed to, or is removed from the supervisory board. ELPS and the
Founders have agreed to consult one another on their respective proposals. A supervisory board member
may, subject to compliance with certain Dutch statutory procedures, be removed with or without cause by
a shareholder resolution passed by a majority of at least a two thirds of the votes cast by those present in
person or by proxy at a meeting and who are entitled to vote, provided such majority represents more
than half of the issued share capital, unless the proposal was made by the supervisory board in which
case a simple majority of the votes cast is sufficient. Pursuant to the Amended and Restated
Shareholders’ Agreement, ELPS and the Founders have agreed that ELPS may designate the chairman
of the supervisory board. The chairman will be entitled to cast a tie-breaking vote.

Management board member services agreements and performance equity grants

We have entered into services agreements with each of the members of our management board. These
agreements contain customary provisions regarding noncompetition, nonsolicitation, confidentiality of
information and assignment of inventions. We have also entered into agreements governing our
management board's performance equity grants, which were subsequently amended to adjust the
performance criteria included therein. The amended terms of the agreements are described above under
"Compensation of members of our management board and supervisory board" above. The form of
performance stock option award agreements, performance stock unit award agreements and the related
restated and amended summaries of awards are also filed as exhibits hereto. These agreements include
a "double trigger" change of control provision. Upon any participant’s termination of employment, during
the two-year period following a Change in Control (as defined in the agreement), for a Qualified
Termination Reason (as defined below), the Relevant Proportion (as defined below) of the option
outstanding as of such termination of employment which was outstanding as of the date of such Change
in Control will be fully exercisable and vested, permitting the participant to subscribe for the Relevant
Portion of 100% of the relevant target award against payment of the exercise price, and will remain
exercisable until the later of (i) the last date on which the option would be exercisable in the absence of
this provision and (ii) the earlier of (A) the first anniversary of such Change in Control and (B) expiration of
the term of the option. Analogous provisions were implemented for the performance stock unit
agreements.

A "Qualified Termination Reason" for the purpose of the performance equity grants means a material
reduction in a participants rate of total compensation from the rate of total compensation in effect for such
participant immediately prior to the Change in Control; or a relocation of the participant’s principal place of
employment more than 50 kilometers outside of Düsseldorf; or a reduction in the participant's title, duties
or reporting responsibilities or level of responsibilities (e.g., as a consequence of the delisting of the our
shares on NASDAQ without the shares then being, or to be, listed on another "applicable" exchange)
from those in effect immediately prior to the Change in Control; or our material breach of any material
provision of applicable equity compensation agreements.

In order to invoke a Termination of Employment for a Qualified Termination Reason, the participant must
provide us with written notice of the existence of one or more of the conditions described above within 90
days following the participant’s knowledge of the initial existence of such condition or conditions, and we
will have 30 days following receipt of such written notice (the “Cure Period”) during which we may remedy
the condition. In the event that we fail to remedy the condition constituting a Qualified Termination Reason
during the Cure Period, the participant must terminate employment, if at all, within 90 days following the
Cure Period in order for such Termination of Employment to constitute a Termination of Employment for a
Qualified Termination Reason.

"Relevant Proportion" means for the purpose of the performance equity grants a proportion corresponding
to such proportion, in completed months, of the relevant performance period in the award summary as fell
before the participant’s termination of employment.

Supervisory board member services agreements

We have entered into services agreements with each of the members of our supervisory board for an
indefinite period of time, provided that the agreements will terminate upon dismissal, resignation or expiry
of term of office (subject to reappointment) of the supervisory board member concerned. These
agreements provide for the compensation awarded to the independent supervisory board members.

Director independence

As a foreign private issuer under the SEC rules, we are not required to have independent directors on our
supervisory board, except to the extent that our Audit Committee is required to consist exclusively of
independent supervisory board members. Our supervisory board has determined that, under current
Nasdaq listing standards regarding independence, and taking into account any applicable committee
standards, Messrs. Mankodi, Mazzella and Östberg would be considered independent supervisory board
members.

Under the independence criteria of the DCGC (which requires that our supervisory board be composed of
independent members, except for no more than one member who is not independent), Messrs. Mankodi,
Mazzella and Östberg are considered independent supervisory board members. See “Item 16G:
Corporate governance.”

Committees of the supervisory board

Our supervisory board has established an audit committee and a compensation committee.

Audit Committee

The audit committee currently consists of Messrs. Mankodi, Östberg and Mazzella and assists the
supervisory board in overseeing our accounting and financial reporting processes and the audits of our
financial statements. Mr. Mankodi serves as chairman of the committee. The audit committee consists
exclusively of members of our supervisory board who are financially literate, and Mr. Mankodi is
considered an “audit committee financial expert” as defined by the SEC. Our supervisory board has made
an affirmative determination that each of our audit committee members is independent under Nasdaq
rules and Rule 10A-3 of the Exchange Act. The audit committee is governed by a charter that complies
with Nasdaq rules.

The audit committee is responsible for:

•

the appointment, compensation, retention and oversight of the work of, and the relationship with,
the independent registered public accounting firm;

the appointment, compensation, retention and oversight of any accounting firm engaged for the
purpose of preparing or issuing an audit report or performing other audit services;

pre-approving the audit services and non-audit services to be provided by our independent
auditor before the auditor is engaged to render such services;

evaluating the independent auditor’s qualifications, performance and independence, and
presenting its conclusions to the full supervisory board on at least an annual basis;

reviewing and discussing with the management board and the independent auditor our annual
audited financial statements and quarterly financial statements prior to the filing of the respective
annual and quarterly reports;

reviewing our compliance with laws and regulations, including major legal and regulatory
initiatives and also reviewing any major litigation or investigations against us that may have a
material impact on our financial statements; and

approving or ratifying any related person transaction (as defined in our related person transaction
policy) in accordance with our related person transaction policy.

The audit committee will meet as often as one or more members of the audit committee deem necessary,
but in any event will meet at least four times per year. The audit committee will meet at least once per
year with our independent accountant, without members of our management board being present.

Compensation committee

The compensation committee currently consists of Mr. Dzielak and Mr. Hart, and assists the supervisory
board in determining the compensation of the management board and the supervisory board, in
accordance with the remuneration policy that has been determined by the general meeting of
shareholders. Mr. Dzielak serves as chairman of the committee. Under SEC and Nasdaq rules, there are
heightened independence standards for members of the compensation committee, including a prohibition
against the receipt of any compensation from us other than standard supervisory board member
compensation. Pursuant to exemptions from such independence standards as a result of being a
controlled company, the members of our compensation committee may not be independent under such
standards.

The compensation committee is responsible for:

•

the supervisory board and
recommending each managing director’s compensation
recommending to the supervisory board regarding compensation for supervisory board members;

identifying, reviewing and approving corporate goals and objectives relevant to management and
supervisory board compensation;

reviewing and approving or making recommendations regarding our incentive compensation and
equity-based plans and arrangements;

reviewing and discussing with management the compensation disclosures to be included in filings
and submissions with the SEC;

preparing an annual compensation committee report; and

reporting regularly to the supervisory board regarding its activities.

D. Employees

The overview of employees at the end of each respective period is summarized in the following table.

Cost of revenue

Selling and marketing

Technology and content

General and administrative

Total

thereof employed in Germany

Year ended December 31,

2018

2019

2020

439

620

254

1,354

1,243

313

623

258

1,247

1,139

164

445

163

834

828

None of our employees are covered under a collective bargaining agreement. We consider our employee
relations to be good.

E. Share ownership

See “Item 7: Major shareholders and related party transactions - A. Major Shareholders,” and see "Item 6:
Directors, senior management and employees - B. Compensation"

Item 7: Major shareholders and related party
transactions
A. Major Shareholders

The following table sets forth information relating to the beneficial ownership of our shares as of March 1,
2021, by:

•

each person, or group of affiliated persons, known by us to beneficially own 5% or more of our
outstanding Class A shares and 5% or more of our outstanding Class B shares;

each member of our management board and our supervisory board; and

each member of our management board and our supervisory board as a group.

For further information regarding material transactions between us and principal shareholders, see “B.
Related party transactions” below.

The number of shares (or share capital) beneficially owned by each entity, person, management board
member and supervisory board member is determined in accordance with the rules of the SEC, and the
information is not necessarily indicative of beneficial ownership for any other purpose. Under such rules,
beneficial ownership includes any shares over which the individual has sole or shared voting power or
investment power or from which the individual has the right to receive the economic benefit as well as any
shares that the individual has the right to acquire within 60 days of March 1, 2021 through the exercise of
any option, warrant or other right. Such shares are deemed outstanding for the purposes of computing the
percentage ownership of the person holding such rights, but are not deemed outstanding for purposes of
computing the percentage ownership of any other person, except with respect to the percentage
ownership of all managing directors and supervisory board members as a group. Except as otherwise
indicated, and subject to applicable community property laws, the persons named in the table have sole
voting and investment power and the right to receive the economic benefit with respect to shares held by
that person.

The following table is presented as of March 1, 2021. See “Item 4: Information on the company - C.
Organizational structure” for additional information regarding the corporate reorganization. Unless
otherwise indicated below, the address for each beneficial owner listed is c/o trivago N.V., Kesselstraße 5
- 7, 40221 Düsseldorf, Germany.

Name of beneficial owner

Ordinary shares beneficially owned(1)

Class A

Class B

% Voting
power(2)

5% or greater shareholders
Expedia Group, Inc.(3)
Peter Vinnemeier(4)
PAR Investment Partners, L.P.(5)
ETF Managers Group LLC
Management board members (6)
Axel Hefer

Matthias Tillmann

James Carter

Supervisory board members

Robert J. Dzielak

Eric M. Hart

Peter M. Kern

Hiren Mankodi

Frédéric Mazzella

Niklas Östberg

Rolf Schrömgens

All management board and
supervisory board members as a
group (10 persons)

—

209,008,088

2,625,000

4.7 %

24,485,793

70.1 %

8.2 %

68.8 %

8.1 %

17,053,178

30.5 %

2,852,219

5.1 %

3,990,238

7.1 %

318,049

47,712

—

236,324

130,976

246,681

262,356

624,000

—

* *

—

* *

1.1 %

57,597,012

19.3 %

19.0 %

5,856,336

10.5 %

57,597,012

19.3 %

19.2 %

*Indicates beneficial ownership of less than 1% of the total outstanding Class A shares.

**Indicates voting power of less than 1%.

(1) Percentages based on 55,967,976 Class A shares outstanding and 298,187,967 Class B shares outstanding as of December 31,
2020. Where the respective individual has the right to acquire within 60 days of March 1, 2021 through the exercise of any option,
warrant or other right, such shares are deemed outstanding for the purposes of computing the percentage ownership of the person
holding such rights, but are not deemed outstanding for purposes of computing the percentage ownership of any other person,
except with respect to the percentage ownership of all managing directors and supervisory board members as a group. For more
information on the stock options held by our management and supervisory boards, see "Item 6: Directors, senior management and
employees - B. Compensation."

(2) Percentage of total voting power represents voting power with respect to all of our Class A and Class B shares, as a single class.
The holders of our Class B shares are entitled to ten votes per share, and holders of our Class A shares are entitled to one vote per
share. For more information about the voting rights of our Class A and Class B shares, see Exhibit 2.6 hereto. Each Class B share is
convertible into one Class A share at any time by the holder thereof, while Class A shares are not convertible into Class B shares
under any circumstances.

(3) As reported on Schedule 13G filed by Expedia Lodging Partner Services S.à.r.l. (ELPS), Expedia Group holds its interest in the
company through ELPS, an indirect wholly owned subsidiary of Expedia Group. Each Class B share is convertible into one Class A
share at any time by the holder thereof, while Class A shares are not convertible into Class B shares under any circumstances.
Assuming conversion of all Class B shares into Class A shares, ELPS would own 59.0% of our Class A shares. This percentage
does not reflect the ten for one voting power of our Class B shares. Because each Class B share is entitled to ten votes per share
and each Class A share is entitled to one vote per share, ELPS may be deemed to beneficially own equity securities representing
approximately 68.8% of the voting power of the company. The address of Expedia Group is 1111 Expedia Group Way W., Seattle,
WA 98119.

(4) As reported on Schedule 13D/A filed by Peter Vinnemeier, on June 2, 2020, Mr. Vinnemeier entered into a Rule 10b5-1 sales
plan with a broker to sell 3,500,000 ADSs. The table above assumes Mr. Vinnemeier has sold all ADSs that are the subject of the
trading plan, which is, however, scheduled to remain in effect until March 31, 2021. Mr. Vinnemeier has reported on Schedule 13D/
A, sales of 2,205,153 ADSs under the plan. In addition on February 18, 2021, Mr. Vinnemeier converted a portion of his Class B
shares into Class A shares, resulting in an increase in the total number of outstanding Class A shares by 2,625,000 shares. For
more information see "Significant changes in ownership by major shareholders" below.

(5) As reported on Schedule 13D/A filed by PAR Investment Partners, L.P., a Delaware limited partnership (“PAR Investment
Partners”), PAR Group II, L.P., a Delaware limited partnership (“PAR Group”), and PAR Capital Management, Inc., a Delaware

corporation (“PAR Capital Management” and, together with PAR Investment Partners and PAR Group, the "PAR Capital Entities"),
PAR Investment Partners used approximately $72.7 million (including brokerage commissions) of the working capital of PAR
Investment Partners in the aggregate to purchase Class A Shares reported in its Schedule 13D. A portion of the ADSs PAR
Investment Partners purchased were pursuant to a stock purchase agreements described below under "Significant changes in
ownership by major shareholders." The principal business address of the PAR Capital Entities is 200 Clarendon Street, 48th Floor,
Boston, MA 02116.

(6) The share totals for Messrs. Carter, Hefer and Tillmann do not include shares awardable pursuant to vested performance equity
awards. Those awards are contingent upon the satisfaction of performance conditions that will determine the number of shares
awardable at a future date. For more information, see “Item 6: Directors, officers and employees – B. Compensation –
Compensation of members of our management board and supervisory board.”

Significant changes in ownership by major shareholders

As of December 31, 2020, assuming that all of our Class A shares represented by ADSs are held by
residents of the United States, approximately 100% of our outstanding ADSs were held in the United
States by one holder of record. At such date, there were 55,967,976 ADSs outstanding, each representing
one of our Class A shares, and in the aggregate representing 16% of our outstanding ordinary shares. At
such date, there was one holder of record registered with Deutsche Bank Trust Company Americas,
depositary of the ADSs. The actual number of holders is greater than these numbers of holders and
includes beneficial owners whose ADSs are held in street name by brokers and other nominees. This
number of holders of record also does not include holders whose shares may be held in trust by other
entities.

On February 18, 2021, Peter Vinnemeier converted a portion of his Class B shares, nominal value of
€0.60 per share, into Class A shares, resulting in an increase in the total number of outstanding Class A
shares by 2,625,000 shares. On the same date, Malte Siewert also converted a portion of his Class B
shares into Class A shares, resulting in an increase in the total number of outstanding Class A shares by
1,000,000 shares.

On June 2, 2020, Peter Vinnemeier entered into a Rule 10b5-1 sales plan (the “Trading Plan”) with a
broker to sell ADSs. In connection with but prior to the sale of the ADSs pursuant to the Trading Plan, Mr.
Vinnemeier converted a portion of his Class B Shares, nominal value of €0.60 per share, into Class A
Shares, resulting in an increase in the total number of outstanding Class A Shares by 3,500,000 shares.
The maximum number of ADSs that may be sold under the Trading Plan amounts to 3,500,000 ADSs,
and may be sold beginning on July 1, 2020, with such ADSs to be sold in separate tranches at different
specified market prices. The Trading Plan is scheduled to remain in effect until March 31, 2021. The
Trading Plan was adopted in accordance with our insider trading policy and is intended to comply with the
provisions of Rule 10b5-1 under the Exchange Act.

On September 14, 2018, PAR Investment Partners entered into a stock purchase agreement, pursuant to
which it agreed to purchase 7,000,000 ADSs from Peter Vinnemeier and Malte Siewert. The ADSs were
purchased at a price of $4.47 per ADS in a private transaction that was exempt from registration under
the Securities Act. On June 13, 2019, PAR Investment Partners entered into an additional stock purchase
agreement, pursuant to which it agreed to purchase an additional 6,000,000 ADSs from Peter Vinnemeier.
The ADSs were purchased at a price of $3.74 per ADS in a private transaction that was exempt from
registration under the Securities Act. In connection with this private placement, Mr. Vinnemeier
concurrently terminated a Rule 10b5-1 sales plan that was entered into with a broker to sell 6,000,000
ADSs and was the subject of an amendment to a beneficial ownership report on Schedule 13D that was
filed on May 10, 2019 and was subsequently amended. In each transaction, no shares were sold by
trivago, and trivago received no proceeds. The respective selling shareholders in each case received all
of the proceeds from each respective sale. The securities sold in the transactions were not registered
under the Securities Act, and may not be offered or sold in the United States absent registration or an
applicable exemption from registration requirements. The ADSs sold to PAR Investment Partners were
restricted securities and were subject to a six-month lock-up period.

B. Related party transactions

The following is a description of related party transactions between us and any of the members of our
management board or supervisory board and the holders of more than 5% of our shares in the period
since January 1, 2020.

Relationship with Expedia Group

In 2013, Expedia Group completed the purchase of a 63% equity interest in the company, purchasing all
outstanding equity not held by the Founders or employees for €477 million. During the second quarter of
2016, Expedia Group exercised its call right on certain shares held by non-Founder employees of the
company, which were originally awarded in the form of stock options pursuant to the trivago employee
stock option plan and subsequently exercised by such employees, and elected to do so at a premium to
fair value resulting in a 63.5% ownership by Expedia Group.

Amended and Restated Shareholders’ Agreement of trivago N.V.

In connection with our IPO, travel B.V. (which subsequently converted into trivago N.V.), trivago GmbH,
the Founders, Expedia Lodging Partner Services S.à.r.l. (ELPS) and certain other Expedia Group parties
entered into an amended and restated shareholders’ agreement, which we refer to as the Amended and
Restated Shareholders’ Agreement. On August 22, 2017, the parties thereto amended the Amended and
Restated Shareholders’ Agreement to make a technical correction to the definition of "Secondary Shares"
in the agreement. On February 7, 2019, the parties thereto amended the Amended and Restated
Shareholders’ Agreement to reflect the change in number of members of the management board and the
number of members of the Compensation Committee.

Agreements regarding the supervisory board

The Amended and Restated Shareholders’ Agreement provides that our supervisory board be comprised
of seven members who will each serve for a three year term. Subject to applicable law, including
applicable Nasdaq standards: (a) for so long as the Founders and their affiliates hold, collectively, at least
15% of the total number outstanding of Class A and Class B shares, which are deemed to include any
securities convertible into or exchangeable for, or any option, warrant, or other right to purchase or
otherwise acquire, any Class A or Class B share (calculated as if all such securities had been converted,
exercised or exchanged), the Founders will be entitled to designate for binding nomination three members
to our supervisory board, all of whom must be independent; and (b) ELPS is entitled to designate for
binding nomination all other members of our supervisory board, one of whom will be the chairperson of
the board with a tie breaking vote and, if the nominee is qualified, one of whom will be the chairman of our
audit committee. ELPS is entitled to increase or decrease the size of the supervisory board, provided that
the number of members who the Founders are entitled to appoint is not less than three-sevenths
(rounded to the nearest whole number) of the members of the supervisory board.

The Amended and Restated Shareholders’ Agreement also sets forth agreements regarding the
committees of the supervisory board and the rules of procedure. See ““Item 6: Directors, senior
management and employees - C. Board practices.”

Our supervisory board members were appointed by our shareholders acting at a general meeting of
shareholders upon a binding nomination by the supervisory board as described in “Item 6: Directors,
senior management and employees - C. Board practices.” Therefore, ELPS and each Founder is required
to vote the shares held by them at the general meeting of shareholders in accordance with the voting
arrangements set forth in the Amended and Restated Shareholders’ Agreement.

Agreements regarding the management board

Pursuant to the Amended and Restated Shareholders’ Agreement, certain transition arrangements have
been agreed for succession of our Chief Executive Officer. Mr. Schrömgens ceased to serve as our Chief
Executive Officer on December 31, 2019, on which date a "Transition Period" of three years commenced.
During the first eighteen months of the Transition Period, and unless a Founder is serving as our Chief
Executive Officer (which is presently not the case), ELPS has the right to select for binding nomination
two management board members and our Chief Executive Officer has the right to select all other
management board members for binding nomination, subject to approval by the supervisory board. Also,
during the Transition Period, the Amended and Restated Shareholders' Agreement stipulates certain
arrangements for the appointment of our (successor) Chief Executive Officer, including by expanding our
supervisory board by two seats (one of which to be filled on the basis of a selection by the Founders and
the other on the basis of a selection by ELPS) and the formation of a three-person nomination committee
of the supervisory board which shall be entitled to nominate a successor Chief Executive Officer, subject
to the approval of ELPS, and thereafter, the supervisory board.

Registration and other rights

Pursuant to the Amended and Restated Shareholders’ Agreement, ELPS and the Founders have certain
demand registration rights, short-form registration rights and piggyback registration rights in respect of
any Class A shares and Class B shares, and related indemnification rights from the company, subject to
customary restrictions and exceptions. All fees, costs and expenses of registrations, other than
underwriting discounts and commissions, are expected to be borne by us.

The Amended and Restated Shareholders’ Agreement also grants appropriate information rights to ELPS
and the Founders.

ELPS and the Founders also agreed in the Amended and Restated Shareholders’ Agreement that certain
resolutions of the general meeting of shareholders require the consent of one Founder.

Share transfer restrictions

The Amended and Restated Shareholders’ Agreement provides certain restrictions on the transferability of
the Class A shares and Class B shares held by ELPS and the Founders, including prohibitions on
transfers by the Founders to our competitors. The Founders have tag-along rights on transfers of Class A
or Class B shares to certain specified parties, and based on certain conditions. ELPS has the right to drag
the Founders in connection with a sale of all of its Class A shares and Class B shares. Expedia and the
Founders agreed to grant each other a right of first offer on any transfers of Class A shares or Class B
shares to a third party.

Call and put rights

Pursuant to the Amended and Restated Shareholders’ Agreement, if a Founder is removed for reasonable
cause, ELPS will have the right to purchase, and the Founder will be obligated to sell, all, but not less
than all, of the Class A shares and Class B shares owned by such Founder, at a price based on a volume-
weighted average of the trading price of our Class A shares.

If the general meeting of shareholders resolves to remove a Founder as a management board member
without reasonable cause or if the supervisory board revokes the title of chief executive officer from a
Founder then serving as chief executive officer without either (i) reasonable cause or (ii) the consent of
another Founder, and the Founder terminates his services as management board member within 30 days
thereof, then, the Founder will have the right to sell, and ELPS will be obligated to buy, all, but not less
than all, of such Founder’s shares, at a price based on a volume-weighted average of the trading price of
our Class A shares, unless a fact or circumstance exists which would be reasonably likely to result in the

occurrence of any of the events in clauses (a) through (g) in the definition of reasonable cause set forth
below. In such a case, no right to sell will be triggered by the removal of such management board
member.

Reasonable cause for purposes of the Amended and Restated Shareholders’ Agreement means, with
respect to a management board member, the occurrence of any of the following: (a) the willful or gross
neglect by the management board member of his or her fiduciary duties owed to the company or its
subsidiaries; (b) the plea of guilty or nolo contendere to, or conviction for, the commission of a felony (or
equivalent) offense by the management board member; provided, that for purposes of this clause (b) if a
management board member is removed following being formally accused or charged with the commission
of such an offense, and such management board member subsequently is convicted of (or pleads guilty
or nolo contendere to) such offense, there will be deemed to have been reasonable cause at the time of
the removal; (c) a material breach (or breaches which, when aggregated with any prior breach or
breaches, are material) by the management board member of his or her fiduciary duties owed to the
company or any of its subsidiaries, or of the company's organizational documents; (d) a material breach
by the management board member of any nondisclosure, non-solicitation, or non-competition obligation
owed to the company or any of its subsidiaries; (e) a material failure (or failures which, when aggregated
with any prior failure or failures, are material) to meet reasonable individual expectations in respect of his
individual management duties in respect of the execution of his or her employment or duties as a
management board member; (f) a material failure (or failures which, when aggregated with any prior
failure or failures, are material) by the company to perform pursuant to the annual business plan, except
to the extent that the failure results from unforeseen circumstances and is responded to reasonably and
appropriately by such management board member, and (g) any other fact or circumstance or action or
inaction by such management board member, in each case constituting good cause under German law as
interpreted by German courts.

If the Founders have to sell ordinary shares to pay taxes realized in connection with the cross-border
merger or to repay a loan obtained by the Founders to pay such taxes, the ownership levels at which they
lose certain rights in the Amended and Restated Shareholders’ Agreement shall be equitably adjusted
such that, in effect, all or a portion of the shares so sold are treated as having been retained by the
Founders.

Contribution Agreement

On August 21/22, 2017, the Founders, ELPS, trivago GmbH, trivago N.V. and certain other Expedia
Group parties entered into a contribution agreement with respect to potential tax liability arising out of the
cross-border merger, which we refer to as the contribution agreement. Following our IPO, we requested
binding tax rulings from the German tax authorities regarding the tax neutrality to trivago GmbH, trivago
N.V. and the Founders of the cross-border merger. Under the rulings, the German tax authorities have
taken the opinion that trivago GmbH is liable for an immaterial tax amount. Under the contribution
agreement, ELPS undertook, subject to the occurrence of a final, non-appealable and unchangeable tax
assessment notice issued to us, to make an informal immaterial capital contribution (informele
kapitaalstorting) on the Class B shares in cash in the amount of any (a) German Corporate Income Tax
(Körperschaftsteuer), (b) German solidarity surcharge (Solidaritätszuschlag) thereon, and (c) German
Trade Tax (Gewerbesteuer) that would not be made in exchange for any shares issued by us. In
accordance with the terms and conditions of the contribution agreement, we and ELPS acknowledged
that this contribution would be treated as share premium (agio) attached to the Class B shares and that
the amount of this contribution would be attributed to our share premium reserve (agioreserve) attached
to the Class B shares. The parties to the contribution agreement agreed that this contribution by ELPS
shall be treated as a tax neutral shareholder contribution (verdeckte Einlage) at the trivago N.V. level for
corporate tax purposes to the greatest extent possible. If and to the extent that German tax authorities
challenge the neutral treatment of the contribution amount at the trivago N.V. level for corporate tax
purposes, ELPS will contribute to us, in addition to the contribution amount referenced above, such
additional amount as is necessary to ensure that the net amount actually received by us (after taking into

account the payment by us of corporate taxes imposed on the contribution amount and any additional
amounts payable to us pursuant the requiring payment of such additional amounts) that equals the full
amount that we would have received had no such corporate taxes been imposed on the contribution
amount.

Credit facility Guarantee

On September 5, 2014, we entered into an uncommitted credit facility with Bank of America Merrill Lynch
International Ltd., one of the underwriters of our IPO, with a maximum principal amount of €10.0 million.
Advances under this facility bore interest at a rate of LIBOR plus 1.0% per annum. Our obligations under
this facility were guaranteed by Expedia Group. On December 19, 2014, we entered into an amendment
to this facility pursuant to which the maximum principal amount was increased to €50.0 million. We did not
utilize the credit facility during the year ended December 31, 2020. The credit facility was subsequently
cancelled by the lender in early 2021; it was still in place for the year ending December 31, 2020.

Services Agreement

On May 1, 2013, we entered into an Asset Purchase Agreement, pursuant to which Expedia Group
purchased certain computer hardware and software from us, and a Data Hosting Services Agreement,
pursuant to which Expedia Group provides us with certain data hosting services relating to all of the
servers we use that are located within the United States. Either party may terminate the Data Hosting
Services Agreement upon 30 days’ prior written notice. We have not incurred material expenses under
this agreement.

Services and Support Agreement

On September 1, 2016, we entered into a Services and Support Agreement, pursuant to which ELPS
agreed to provide us with certain services in connection with localizing content on our websites, such as
translation services. Either party may terminate the Services and Support Agreement upon 90 days’ prior
notice. We have not incurred material expenses under this agreement.

Commercial relationships

We currently have commercial relationships with many Expedia Group affiliated brands, including Brand
Expedia, Hotels.com, Orbitz, Travelocity, Hotwire, Wotif, Vrbo and ebookers. These are arrangements
terminable at will or upon three to seven days’ prior notice by either party and on customary commercial
terms that enable Expedia Group’s brands to advertise on our platform, and we receive payment for users
we refer to them. We are also party to a letter agreement pursuant to which Expedia Group refers traffic to
us when a particular hotel or region is unavailable on the applicable Expedia Group website. In 2020, we
and Expedia Partner Solutions ("EPS") entered into an additional agreement pursuant to which EPS
powers our platform with a template (hotels.com for partners). For the years ended December 31, 2018,
2019 and 2020, Expedia Group and its brands in each of the years accounted for 36%, 34% and 27% of
our total revenues, respectively.

See “Item 5: Operating and financial review and prospects” for additional information.

myhotelshop

Subsequent to the deconsolidation of myhotelshop in December 2017, myhotelshop remains a related
party to trivago. Related-party revenue from myhotelshop of €2.3 million, €2.8 million and €1.1 million for
the years ended December 31, 2018, 2019 and 2020, respectively, primarily consists of referral revenue.
In December 2020, we entered into an agreement to sell our minority interest in myhotelshop to the

majority shareholder of myhotelshop for a cash consideration of €70 thousand, with one of the closing
conditions being that myhotelshop would repay the outstanding shareholder loan to us. For more
information see Note 3: Acquisitions and divestitures to the audited consolidated financial statements
included elsewhere in this annual report.

Agreements with management board or supervisory board members
For a description of our agreements with our management board and supervisory board members, please
see “Item 6: Directors, senior management and employees - C. Board practices - Management board
member services agreements and performance equity grants ” and “Item 6: Directors, senior
management and employees - C. Board practices - Supervisory board member services agreements.”

Indemnification agreements

We have entered into indemnification agreements with members of our management board and our
supervisory board. Our articles of association require us to indemnify our management board members
and supervisory board members to the fullest extent permitted by law.

C. Interests of Experts and Counsel

Not applicable.

Item 8: Financial information
A. Consolidated statements and other financial information

See the financial statements beginning on page F-1.

Legal Proceedings

From time to time, we may be involved in various claims and legal proceedings relating to claims arising
out of our operations.

A number of regulatory authorities in Europe, Australia, and elsewhere have initiated litigation and/or
market studies, inquiries or investigations relating to online marketplaces and how information is
presented to consumers using those marketplaces, including practices such as search results rankings
and algorithms, discount claims, disclosure of charges and availability and similar messaging. For
example, the U.K. Competition & Markets Authority, or CMA, announced the launch of a consumer law
investigation into online hotel booking sites in the United Kingdom in October 2017. On July 26, 2018, the
CMA informed us of its decision to open an investigation into certain of our display practices in the United
Kingdom that the CMA considered may violate U.K. consumer law. On January 31, 2019, we submitted
voluntary undertakings to the CMA to make changes to certain disclosure and other display practices in
the United Kingdom. The undertakings resolved the CMA's investigation into our practices in the United
Kingdom without any admission or finding of liability.

On August 23, 2018, the Australian Competition and Consumer Commission, or ACCC, instituted
proceedings in the Australian Federal Court against us. The ACCC alleged a number of breaches of the
Australian Consumer Law, or ACL, relating to certain advertisements in Australia concerning the hotel
prices available on our Australian site, our Australian strike-through pricing practice and other aspects of
the way offers for accommodation were displayed on our Australian website. The matter went to trial in
September 2019 and, on January 20, 2020, the Australian Federal Court issued a judgment finding that
we had engaged in conduct in breach of the ACL. On March 4, 2020, we filed a notice of appeal at the
Australian Federal Court appealing part of that judgment. On November 4, 2020, the Australian Federal
Court dismissed trivago’s appeal. A separate trial regarding penalties and other orders is scheduled for
June 7, 2021. Management recorded an estimate of the probable loss in connection with these
proceedings.

Dividends

(in some instances, subject to approval by a Founder). In making a determination to pay dividends, the
management board must act in the interests of our company and its business, taking into account
relevant interests of our shareholders and other factors that our management board considers relevant,
including our results of operations, financial condition, and future prospects.

B. Significant Changes

See Note 19: Subsequent events to the audited consolidated financial statements included elsewhere in
this annual report.

Item 9: Offer and listing
A. Offering and Listing Details

The ADS have been listed on The NASDAQ Global Select Market under the symbol “TRVG” since
December 16, 2016. Prior to that date, there was no public trading market for ADSs or our Class A
shares. Our IPO was priced at $11.00 per ADS on December 15, 2016.

B. Plan of Distribution

Not applicable.

C. Markets

The ADS have been listed on The NASDAQ Global Select Market under the symbol “TRVG” since
December 16, 2016.

D. Selling Shareholders

Not applicable.

E. Dilution

Not applicable.

F. Expenses of the Issue

Not applicable.

Item 10: Additional information
A. Share capital

Not applicable.

B. Memorandum and articles of association

Our shareholders adopted the Articles of Association filed as Exhibit 3.1 to our Registration Statement on
Form F-1 filed with the SEC on November 14, 2016.

The information set forth in our registration statement on Form F-3 dated April 5, 2018, filed with the SEC,
under the headings “Description of share capital and articles of association - Amendment of articles of
association,” “Description of share capital and articles of association - Comparison of Dutch corporate law
and our articles of association and U.S. corporate law” is incorporated herein by reference.

C. Material contracts
Lease of our headquarters

On July 23, 2015, we entered into a Lease Agreement with Jupiter EINHUNDERTVIERUNDFÜNFZIG
GmbH (now IMMOFINANZ Medienhafen GmbH) for office space in the Media Harbor area in Düsseldorf.
The handover of the premises took place on May 30, 2018. The initial lease term of ten years will end on
May 31, 2028, and we have two options to extend the lease term for another five years each. We recently
signed an amendment to the lease agreement, which became effective in January 2021. The amendment
includes the return of unused office space as of January 1, 2021 and a corresponding reduction of rent as
well as the sale to the landlord of certain fixed assets related to the space. For more information, see
Note 19: Subsequent events to the audited consolidated financial statements.

Except as otherwise disclosed in this annual report (including the Exhibits), we are not currently, nor have
we been for the past two years, party to any material contract, other than contracts entered into in the
ordinary course of business.

D. Exchange controls

There are no governmental laws, decrees or regulations in the Netherlands, the Company's jurisdiction of
organization, that restrict the Company's export or import of capital in any material respect, including, but
not limited to, foreign exchange controls.

There are no limitations imposed by Dutch law or the Company's charter documents on the right of non-
resident or foreign owners to hold or vote Class A shares.

E. Taxation

The following summary contains a description of material German, Dutch and U.S. federal income tax
consequences of the acquisition, ownership and disposition of ADSs, but it does not purport to be a
comprehensive description of all the tax considerations that may be relevant to a decision to purchase
ADSs. The summary is based on the tax laws of Germany and the regulations thereunder, on the tax laws
of the Netherlands and regulations thereunder and on the tax laws of the United States and regulations
thereunder as of the date hereof, which are subject to change.

German taxation

The following section presents a number of key German taxation principles which are or can be relevant
to the acquisition, holding or transfer of ADSs both by an ADS holder (an individual, a partnership or
corporation) that has a tax domicile in Germany (that is, whose place of residence, habitual abode,
registered office or place of management is in Germany) not being subject to a specific or special German
tax regime and by an ADS holder without a tax domicile in Germany. The information is not exhaustive
and does not constitute a definitive explanation of all possible aspects of taxation that could be relevant
for ADS holders. The information is based on the tax law in force in Germany as of the date of this annual
report (and its interpretation by administrative directives and courts) as well as typical provisions of double
taxation treaties that Germany has concluded with other countries. Tax law can change, sometimes
retrospectively. Moreover, it cannot be ruled out that the German tax authorities or courts may consider an
alternative assessment to be correct that differs from the one described in this section.

This section cannot serve as a substitute for tailored tax advice to individual ADS holders. ADS holders
are therefore advised to consult their tax advisers regarding the tax implications of the acquisition, holding
or transfer of ADSs and regarding the procedures to be followed to achieve a possible reimbursement of
German withholding tax (Kapitalertragsteuer). Only such advisors are in a position to take the specific tax-
relevant circumstances of individual ADS holders into due account.

Taxation of the company (trivago N.V.)
General

The company, trivago N.V., has three German tax resident individuals serving as managing directors and
operates its business from Germany on the basis of arrangements that are aimed to ensure to have its
effective place of management in Germany. We, therefore, take the view that the effective place of
management of trivago N.V. should be in Germany, and that trivago N.V. is subject to unlimited tax liability
for German corporate income tax (Körperschaftsteuer) and trade tax (Gewerbesteuer) notwithstanding
the fact that it is incorporated in the Netherlands as described in “-Tax treatment of corporate
reorganization.” Nevertheless, the effective place of management test depends upon facts and
circumstances. The company intends to have its effective place of management in Germany and has
made arrangements that are aimed to keep its effective place of management in Germany. The
organizational rules provide that, subject to certain exemptions, (a) management decisions are to be
taken in principle in Germany and (b) supervisory board meetings shall be held in Germany. In
accordance with the organizational rules the supervisory board has issued to the management board
“Best-Practice Guidelines” giving recommendations on how to deal with certain aspects of the
management of the company to ensure a German place of management of the company.

The rate of the corporate income tax is a standard 15% for both distributed and retained earnings, plus a
solidarity surcharge (Solidaritätszuschlag) amounting to 5.5% on the corporate income tax liability (i.e.,
15.825% in total).

Unless there is a specific exception, dividends (Dividenden) or other profit shares that the company
derived from domestic or foreign corporations are effectively 95% exempt from corporate income tax, as
5% of such receipts are treated as non-deductible business expenses, and are therefore subject to
corporate income tax (and solidarity surcharge). One of the exceptions applies to dividends that the
company receives or received from domestic or foreign corporations (since February 28, 2013), being
subject to corporate income tax (including solidarity surcharge thereon), if the company holds a direct
participation of less than 10% in the share capital of such corporation at the beginning of the calendar
year (hereinafter in all cases, a “Portfolio Participation” -Streubesitzbeteiligung). Participations of at least
10% acquired during a calendar year are deemed to have been acquired at the beginning of the calendar
year. Participations in the share capital of other corporations which the company holds through a
partnership (including those that are co-entrepreneurships (Mitunternehmerschaften)) are attributable to
the company only on a pro rata basis at the ratio of the interest share of the company in the assets of
relevant partnership.

The company’s gains from the disposal of shares in a domestic or foreign corporation are effectively 95%
exempt from corporate income tax (including solidarity surcharge thereon), regardless of the size of the
participation and the holding period. 5% of the gains are treated as non-deductible business expenses
and are therefore subject to corporate income tax (plus solidarity surcharge thereon) at a rate of 15.825%.
Conversely, losses incurred from the disposal of such shares are not deductible for corporate income tax
purposes. Currently, there are no specific rules for the taxation of gains arising from the disposal of
Portfolio Participations.

The company is subject to German trade tax (Gewerbesteuer) with respect to its taxable trade profit
(Gewerbeertrag) generated at its permanent establishments maintained in Germany (inländische
Betriebstätte). Depending on the municipal trade tax multiplier applied by the relevant municipal authority
(Hebesatz), in most cases trade tax ranges from approximately 7% to 21% of the taxable trade profit.
When determining the income of the corporation that is subject to corporate income tax, trade tax must

not be deducted as a business expense. In principle, profits derived from the sale of shares in another
domestic and foreign corporation are treated in the same way for trade tax purposes as for corporate
income tax purposes. Contrary to this, profit shares derived from domestic and foreign corporations are
only effectively 95% exempt from trade tax, if the company held an interest of at least 15% in the share
capital of the company making the distribution at the beginning of the relevant assessment period
(Erhebungszeitraum; trade tax participation exemption privilege - gewerbesteuerliches Schachtelprivileg).
Otherwise, the profit shares will be subject to trade tax in full.

The provisions of the so-called interest barrier (Zinsschranke) limit the degree to which interest expenses
are deductible from the tax base. As a rule, interest expenses exceeding interest income are deductible in
an amount of up to 30% of the EBITDA as determined for tax purposes in a given financial year, although
there are exceptions to this rule. Non-deductible interest expenses must be carried forward to subsequent
financial years. EBITDA that has not been fully utilized can, under certain circumstances, be carried
forward and may be considered, within the limitations as set out above, over the following five years. For
trade tax purposes, in principle 25% of the interest expenses deductible after applying the interest barrier
are added back when calculating the taxable trade profit. Therefore, for trade tax purposes, the amount of
deductible interest expenses is in principle only 75% of the interest expenses deductible for purposes of
corporate income tax.

Under certain conditions, negative income of the company that has not been offset against current year
positive income can be carried forward or back into other assessment periods. Loss carry-backs to the
immediately preceding assessment period are only permissible up to €1,000,000 (€5,000,000 for losses
incurred in 2020 and 2021) for corporate income tax but not at all for trade tax purposes. Negative income
cannot offset against positive income for corporate income and trade tax purposes can be carried forward
to following taxation periods (tax loss carry-forward). If in such following taxation period the taxable
income or the taxable trade profit exceeds the €1,000,000 threshold (up to which such income can be
offset with the tax loss carry-forward in full), only 60% of the excess amount can be offset by tax loss
carry-forwards. The remaining 40% of the taxable income is subject to tax in any case (minimum
taxation - Mindestbesteuerung). Unused tax loss carry-forwards can, as a rule, be carried forward
indefinitely and deducted pursuant to the rules set out regarding future taxable income or trade income.
However, if more than 50% of the company’s share capital or voting rights respectively is/are transferred
to a purchaser or group of purchasers within five years, directly or indirectly, or if a similar situation arises
(harmful share acquisition - schädlicher Beteiligungserwerb), the company’s unutilized losses and interest
carry-forwards (possibly also EBITDA carry-forwards) will be forfeited in full and cannot be offset against
future profits, unless one of the specific exceptions under section 8c or 8d of the German Corporate
Income Tax Act applies.

Expenses incurred by trivago N.V. in connection with our IPO may be regarded as incurred for the benefit
of the Founders. In such case, the tax authorities may take the view to treat such expenses as not
deductible for tax purposes and assess withholding tax at a rate of 26.375% on the respective amounts.

Tax treatment of corporate reorganization

Following our IPO, we requested binding tax rulings from the German tax authorities regarding the tax
neutrality to trivago GmbH, trivago N.V. and the Founders of cross-border merger. Based on the facts
presented in the requests for the tax rulings, the tax rulings confirmed the tax neutrality of the cross-
border merger for trivago GmbH, trivago N.V. and the Founders under German tax law in all material
respects. Following receipt of such tax rulings, we consummated the cross-border merger, which became
legally effective as of September 7, 2017. However, for income tax purposes the cross-border merger has
to be treated with retroactive effect as of December 31, 2016. Pursuant to the cross-border merger, the
Founders exchanged all of their units of trivago GmbH remaining after the pre-IPO corporate
reorganization for Class B shares of trivago N.V.

German taxation of ADS holders
General

Based on the interpretation circular (Besteuerung von American Depository Receipts (ADR) auf
inländische Aktien) issued by the German Federal Ministry of Finance (Bundesministerium der Finanzen)
dated May 24, 2013 (reference number IV C 1-S2204/12/10003), or the ADR Tax Circular, for German tax
purposes, ADRs referring to shares issued by a German stock corporation (Aktiengesellschaft) represent
a beneficial ownership interest in the underlying ordinary shares.

The ADSs should qualify as ADRs under the ADR Tax Circular, and dividends would accordingly be
attributable to the holders of the ADSs for German tax purposes as if they would hold Class A shares, and
not to the legal owner of the underlying Class A shares (which is the depositary holding the Class A
shares for the ADS holders). Therefore, the ADS holders should, for German tax purposes, be treated as
directly holding an interest in the company’s Class A shares. With respect to German tax risks with
respect to the ADSs please refer to “Item 3: Key information - D. Risk factors” above.

Income tax implications of the holding, sale and transfer of ADSs

In terms of the income taxation of ADS holders, a distinction must be made between taxation in
connection with the holding of ADSs (“German taxation of the distributions from ADSs”) and taxation in
connection with the sale of ADSs (“German taxation of capital gains from ADSs”).

German taxation of the distributions from ADSs
Withholding tax-General

The full amount of a dividend distributed by the company is subject to German withholding tax
(Kapitalertragsteuer) at a rate of 25% plus a solidarity surcharge of 5.5% on the withholding tax, resulting
in an aggregate tax rate of 26.375%. This, however, will not apply if and to the extent that dividend
payments are funded from the company’s contribution account for tax purposes (steuerliches
Einlagekonto; Section 27 of the German Corporate Income Tax Act (Körperschaftsteuergesetz, or KStG));
in this case, no withholding tax will be withheld. The basis for the withholding tax is the dividend approved
for distribution by the company’s shareholders’ meeting. The amount of the relevant taxable income is
based on the gross amount in euro; any currency differences should be irrelevant.

In general, withholding tax on dividends distributed by a company to its shareholders is withheld and
discharged for the account of the shareholders by the company. However, if and when shares are
admitted for collective custody by a securities custodian bank (Wertpapiersammelbank) pursuant to
Section 5 of the German Act on Securities Accounts (Depotgesetz) and are entrusted to such bank for
collective custody (Sammelverwahrung) in Germany, the withholding tax is withheld and passed on for the
account of the shareholders by the domestic credit or financial services institution (inländisches Kredit-
oder Finanzdienstleistungsinstitut) (including domestic branches of such foreign enterprises), by the
domestic securities trading company (inländisches Wertpapierhandelsunternehmen) or the domestic
securities trading bank (inländische Wertpapierhandelsbank) which keeps or administers the shares and
disburses or credits the dividends or disburses the dividends to a foreign agent or by the central securities
depository to which the shares were entrusted for collective custody if the dividends are disbursed to a
foreign agent by such central securities depository, each a Paying Agent. The company in which shares
are held does not assume any responsibility for the withholding of the withholding tax. In general, the
withholding tax must be withheld regardless of whether and to which extent the distribution is exempt from
tax at the level of a shareholder and whether the shareholder is domiciled in Germany or abroad.

As the ADS holders should, for German tax purposes, be treated as directly holding an interest in the
company’s Class A shares, the description in the paragraph above should apply accordingly.

More specifically as regards to the distributions from ADSs, the German withholding tax will be withheld
either by (i) the German financial institution that holds or administers the underlying Class A shares in

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custody and disburses or credits the dividend income from the underlying Class A shares or (ii) the
German collective securities custodian, i.e., on the payment made to the depositary (in both cases (i) or
(ii), a Paying Agent). Further, a withholding tax certificate should be issued which entitles the addressee of
such certificate to a refund or tax credit of the German taxes withheld. The ADS holder should be entitled
to any refund or tax credit (and not the legal owner which is the depositary) as it is treated for German tax
purposes as the beneficial owner of the Class A shares. Consequently, the German taxes levied on the
payments under the ADSs should be the same as if the ADS holder invested directly in the Class A shares
because the ADS holder is either entitled to a refund or a tax credit. The ADS holders would be treated as
if they hold Class A shares directly and withholding tax would be charged only once.

Taxation of the distributions from ADSs for investors not domiciled in Germany

ADS holders without a tax domicile in Germany whose ADSs are attributable to a German permanent
establishment or fixed place of business or are part of business assets for which a permanent
representative in Germany has been appointed, are also subject to tax in Germany on their dividend
income. In this respect, the provisions outlined below for ADS holders with a tax domicile in Germany
whose ADS are held as business assets apply accordingly (“Taxation of the distributions from ADSs for
investors domiciled in Germany - ADSs held as business assets”). The withholding tax (including the
solidarity surcharge thereon) withheld and passed on will be credited against the income or corporate
income tax liability or refunded in the amount of any excess.

In all other cases, ADS holders are only subject to German taxation with respect to specific German
source income (beschränkte Steuerpflicht), in particular, dividends distributed by a German tax resident
corporation. Dividend payments that are funded from the company’s contribution account for tax purposes
(steuerliches Einlagekonto; Section 27 KStG) are not taxable in Germany (provided the respective
certification requirements are properly fulfilled). According to the ADR Tax Circular, dividend income from
the underlying shares should be attributed to the holder of the ADSs for German tax purposes and not to
the legal owner of the shares. As a consequence thereof, dividend income derived from ADSs should be
treated as German source income (beschränkte Steuerpflicht).

Any German limited tax liability on dividends is discharged by withholding tax. Withholding tax is only
reimbursed in the cases and to the extent described below.

However, withholding tax on dividends distributed to an ADS holder being a company domiciled in another
EU Member State within the meaning of Article 2 of the Parent-Subsidiary Directive may be refunded or
exempted upon application and subject to further conditions. This also applies to dividends distributed to
a permanent establishment in another EU Member State of such a parent company or to a permanent
establishment in another EU Member State of a parent company that is subject to unlimited tax liability in
Germany, provided that the participation in the company actually forms part of such permanent
establishment’s business assets. As further requirements for a refund or exemption of withholding tax
under the Parent-Subsidiary Directive, the ADS holder needs to hold ADSs that represent at least a 10%
direct stake in the company’s registered capital for one year and to file a respective application with the
German Federal Central Tax Office (Bundeszentralamt für Steuern, Hauptdienstsitz Bonn-Beuel, An der
Küppe 1, 53225 Bonn) using an official form.

Based on the double taxation treaty concluded between Germany and the jurisdiction where an investor is
tax resident for purposes of the respective double taxation treaty, which we refer to in the following as the
Treaty, German withholding tax may be reduced to a lower tax rate usually amounting to 15% of the gross
dividend on the basis of an applicable Treaty. In this event, the excess of the total withholding tax,
including the solidarity surcharge, over the maximum rate of withholding tax permitted by the Treaty
should be refunded to the investors upon application. A U.S. investor for example initially should receive a
net payment of €73.625 from a gross dividend amounting to €100 (i.e., €100 minus the 26.375%
withholding tax). Such U.S. investor may, subject to fulfilling procedural requirements, be entitled to a
partial refund from the German tax authorities in the amount of 11.375% of the gross dividend. As a result,

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the U.S. investor may ultimately receive a payment of €85 in total (85% of the gross dividend amount),
provided that it is entitled to Treaty benefits.

On December 1, 2016, the German Federal Parliament (Bundestag) approved a new provision (section
50j of the German Income Tax Law or EStG) to limit the entitlement of non-resident shareholders to a
refund or a reduction of German dividend withholding tax under a double taxation treaty under certain
circumstances. The new rule came into force for assessment periods starting January 1, 2017. Under the
new rule, a refund or a reduction of German dividend withholding tax under a double taxation treaty will, in
principle, only be granted, if (i) the non-resident ADS holder is not obliged to forward the dividend
proceeds received from the company to any other person, the non-resident shareholder has continuously
held beneficial ownership in the shares of the company during the 45-day-period prior to the due date of
the distribution (Pre-Holding Period), the non-resident shareholder continuously holds beneficial
ownership in the shares of the company during the 45-day-period after the due date of the distribution
(Post-Holding Period), and the non-resident shareholder has continuously borne the market risk exposure
during both the Pre-Holding Period and the Post-Holding Period, taking hedging or comparable
transaction into account. On the other hand, the new rule shall not apply (and the entitlement of a non-
resident ADS holder to a refund or a reduction of German dividend withholding tax is not limited by this
rule), if (i) the applicable double taxation treaty of the non-resident shareholder provides for a withholding
tax rate of at least 15%, or (ii) the non-resident ADS holder is subject to income taxation in its state of
residency (without being tax exempt) and holds directly at least 10% in the share capital of the company
paying the dividend or (iii) the non-resident ADS holder has continuously been holding the beneficial
ownership in the shares of the company for a period of at least twelve months prior to the date on which
the income accrued (Zufluss).

Investors should note that the aforementioned refund or reduction of German withholding tax under a
Treaty requires the investor to make tax filings with the competent German tax authority using a
withholding tax certificate issued under German law by the agent, who has withheld and remitted the
withholding tax (the Paying Agent). If the depositary operates an interface with DTC, it should have under
regular circumstances sufficient information about the identity of the ADS holder so that a tax reclaim
process can be filed with the competent German tax office and a withholding tax certificate can be issued
to the ADS holder. In the absence of such withholding tax certificate, an ADS holder will not be entitled to
receive a tax refund from the German tax authorities and may not credit the German withholding tax
against its tax liability.

Claims for refunds may be made on a separate form, which must be filed with the German Federal
Central Tax Office (Bundeszentralamt für Steuern, An der Küppe 1, 53225 Bonn, Germany). The form is
available at the same address, on the German Federal Central Tax Office’s website (www.bzst.de). The
refund claim becomes time-barred after four years following the calendar year in which the dividend is
received unless the commencement starts later, the period is interrupted or suspended. As described
above, an investor must submit to the German tax authorities the original withholding tax certificate (or a
certified copy thereof) issued by the Paying Agent and documenting the tax withheld. Furthermore, an
official certification of tax residency must be submitted.

Under a simplified refund procedure based on electronic data exchange (Datenträgerverfahren), a paying
or disbursing agent that is registered as a participant in the electronic data exchange procedure with the
German Federal Central Tax Office (Bundeszentralamt für Steuern) may file an electronic collective
refund claim on behalf of all of the ADS holders for whom it holds the company’s ADSs in custody.
However, the simplified refund procedure only allows for a refund up to the regular tax rate provided in the
Treaty. It is not possible to use the simplified refund procedure to claim a further refund, for example
based on special privileges under a Treaty.

If dividends are distributed to corporations subject to a limited tax liability in Germany, i.e. corporations
with no statutory seat or place of management in Germany, and if the shares neither belong to the assets
of a permanent establishment or fixed place of business in Germany nor form part of business assets for
which a permanent representative in Germany has been appointed, two-fifths of the tax withheld at the
source can be, subject to national anti-treaty shopping provisions, refunded even if the prerequisites for a

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refund under the Parent-Subsidiary Directive or the relevant Treaty are not fulfilled. The relevant
application forms are available at the German Federal Central Tax Office at the address specified above.

The exemption from withholding tax under the Parent-Subsidiary Directive as well as the aforementioned
possibilities for a refund of withholding tax depend on certain other conditions being met (particularly the
fulfillment of so-called substance requirements - Substanzerfordernisse).

Taxation of the distributions from ADSs for investors domiciled in Germany

Based on the assumption that the ADS holder should be treated, in line with the ADR Tax Circular, as the
beneficial owner of the Class A shares for German tax purposes, German ADS holders should be subject
to German taxation as if they owned the Class A shares directly.

ADSs held as non-business assets

Dividends distributed to ADS holders with a tax domicile in Germany whose ADSs are held as non-
business assets form part of their taxable capital investment income, which is subject to a flat tax at a rate
of 25% plus solidarity surcharge of 5.5% thereon (i.e. 26.375% in total plus church tax, if applicable). The
income tax owed for this dividend income is in general discharged by the withholding tax levied by the
company (flat tax - Abgeltungsteuer) unless the ADS holder applies for the regular, progressive tax rate.
Income-related expenses cannot be deducted from the capital investment income, except for an annual
lump sum deduction (Sparer-Pauschbetrag) of €801 (€1,602 for married couples and for partners in
accordance with the registered partnership law (Gesetz über die Eingetragene Lebenspartnerschaft) filing
jointly). However, the ADS holder may request that its capital investment income (including dividends)
along with its other taxable income is taxed at the progressive income tax rate (instead of the flat tax on
capital investment income) if this results in a lower tax burden (Günstigerprüfung). In this case, the
withholding tax will be credited against the progressive income tax and any excess amount will be
refunded. Pursuant to the view of the German tax authorities (which has been confirmed by a decision by
the German Federal Tax Court (Bundesfinanzhof)), in this case as well, income-related expenses cannot
be deducted from the capital investment income, except for the aforementioned annual lump sum
deduction.

Exceptions from the flat tax apply upon application for ADS holders with underlying shares of at least 25%
in the company and for ADS holders with underlying shares of at least 1% in the company and who work
for the company in a professional capacity.

With regard to dividends received after December 31, 2014, an automatic procedure for deducting church
tax applies unless the ADS holder has filed a blocking notice (Sperrvermerk) with the German Federal
Central Tax Office. The church tax payable on the dividend is withheld and passed on by the Paying
Agent. In this case, the church tax for dividends is satisfied by the Paying Agent withholding such tax.
Church tax withheld at source may not be deducted as a special expense (Sonderausgabe) in the course
of the tax assessment, but the Paying Agent may reduce the withholding tax (including the solidarity
surcharge) by 26.375% of the church tax to be withheld on the dividends. If the ADS holder has filed a
blocking notice and no church tax is withheld by a Paying Agent, an ADS holder subject to church tax is
obliged to declare the dividends in his income tax return. The church tax on the dividends is then levied
by way of a tax assessment.

As an exemption, dividend payments that are funded from the company’s contribution account for tax
purposes (steuerliches Einlagekonto; Section 27 KStG) and are paid to ADS holders with a tax domicile in
Germany with ADSs held as non-business assets, do, contrary to the above, not form part of the ADS
holder’s taxable income (provided the respective certification requirements are properly fulfilled). If the
dividend payment funded from the company’s contribution account for tax purposes (steuerliches
Einlagekonto; Section 27 KStG) exceeds the ADS holder’s acquisition costs, negative acquisition costs
will arise which can result in a higher capital gain in case of the ADSs’ or shares’ disposal. This will not
apply if (i) the ADS holder or, in the event of a gratuitous transfer, its legal predecessor, or, if the ADSs

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have been gratuitously transferred several times in succession, one of his legal predecessors at any point
during the five years preceding the (deemed, as the case may be) disposal, directly or indirectly held
ADSs (and/or shares) that represent at least 1% of the underlying share capital of the company (a
“Qualified Holding”), and (ii) the dividend payment funded from the company’s contribution account for tax
purposes (steuerliches Einlagekonto; Section 27 KStG) exceeds the acquisition costs of the ADSs. In
such a case of a Qualified Holding, a dividend payment funded from the company’s contribution account
for tax purposes (steuerliches Einlagekonto; Section 27 KStG) is deemed a sale of the ADSs and is
taxable as a capital gain if and to the extent the dividend payment funded from the company’s contribution
account for tax purposes (steuerliches Einlagekonto; Section 27 KStG) exceeds the acquisition costs of
the ADSs. In this case, the taxation corresponds with the description in “German taxation of capital gains
from ADSs - holder with a domicile in Germany” made with regard to ADS holders maintaining a Qualified
Holding.

The Paying Agent which keeps or administers the ADSs and pays or credits the capital income is required
to create so-called pots for the loss set-off (Verlustverrechnungstöpfe) to allow for setting-off of negative
capital income with current and future positive capital income. A set-off of negative capital income
administrated by one Paying Agent with positive capital income administrated by another Paying Agent is
not possible and can only be achieved in the course of the income tax assessment at the level of the
respective investor. In this case, the taxpayer has to apply for a certificate confirming the amount of
losses not offset with the Paying Agent where the pots for the loss set off exist. The application is
irrevocable and has to reach the Paying Agent before December 15th of the respective year; otherwise
the losses will be carried forward to the following year by the Paying Agent.

Withholding tax will not be withheld by a Paying Agent if the taxpayer provides the Paying Agent with an
application for exemption (Freistellungsauftrag) to the extent that the capital income does not exceed the
annual lump sum allowance (Sparerpauschbetrag) of €801 (€1,602 for married couples and for partners
in accordance with the registered partnership law (Gesetz über die Eingetragene Lebenspartnerschaft)
filing jointly) as outlined on the application for exemption. Furthermore, no withholding tax will be levied if
the
certificate
(Nichtveranlagungsbescheinigung) to be applied for with the competent tax office of the investor.

non-assessment

taxpayer

provides

Paying

Agent

with

the

ADSs held as business assets

Dividends from ADSs held as business assets by an ADS holder with a tax domicile in Germany are not
subject to the flat tax. The taxation depends on whether the ADS holder is a corporation, a sole proprietor
or a partnership (co-entrepreneurship). The withholding tax (including the solidarity surcharge thereon
and church tax, if applicable) withheld and paid will be credited against the ADS holder’s income tax or
corporate income tax liability (including the solidarity surcharge thereon and church tax, if applicable) or
refunded in the amount of any excess.

Dividend payments that are funded from the company’s contribution account for tax purposes
(steuerliches Einlagekonto; Section 27 KStG) and are paid to ADS holders with a tax domicile in Germany
whose ADSs are held as business assets are fully tax-exempt in the hands of such ADS holder (provided
the respective certification requirements are properly fulfilled). To the extent the dividend payments
funded from the company’s contribution account for tax purposes exceed the acquisition costs of the
ADS, a taxable capital gain should occur. The taxation of such gain corresponds with the description in
“German taxation of capital gains from ADSs” made with regard to ADS holders whose ADSs are held as
business assets (however, as regards the application of the 95% exemption in case of a corporation this
is not undisputed).

Corporations

If the ADS holder is a corporation with a tax domicile in Germany, the dividends are effectively 95%
exempt from corporate income tax and the solidarity surcharge unless an exception is applicable thereto.
5% of the dividends are treated as non-deductible business expenses and are therefore subject to

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corporate income tax (plus the solidarity surcharge thereon) at a total tax rate of 15.825%. In other
respects, business expenses actually incurred in direct relation to the dividends may be deducted.
However, dividends are not exempt from corporate income tax (including solidarity surcharge thereon), if
the ADS holder only held (or holds) a direct participation of less than 10% in the underlying share capital
of the distributing corporation at the beginning of the calendar year (hereinafter in all cases, a “Portfolio
Participation” (Streubesitzbeteiligung)). Underlying participations of at least 10% acquired during a
calendar year are deemed to have been acquired at the beginning of the calendar year. Underlying
participations that an ADS holder holds through a partnership (including those that are co-
entrepreneurships (Mitunternehmerschaften)) are attributable to the ADS holder only on a pro rata basis
at the ratio of the interest share of the ADS holder in the assets of the relevant partnership.

However, the dividends (after deducting business expenses economically related to the dividends) are
subject to trade tax in the full amount, unless the requirements of the trade tax participation exemption
privilege are fulfilled. In this latter case, the dividends are not subject to trade tax; however, trade tax is
levied on amounts considered to be non-deductible business expenses (amounting to 5% of the
dividend). Depending on the municipal trade tax multiplier applied by the relevant municipal authority, in
most cases trade tax ranges from 7% to approximately 21%.

Sole proprietors

If the ADSs are held as business assets by a sole proprietor with a tax domicile in Germany, only 60% of
the dividends are subject to progressive income tax (plus the solidarity surcharge thereon) at a total tax
rate of up to approximately 47.5% (plus church tax, if applicable), under the so-called partial income
method (Teileinkünfteverfahren). Only 60% of the business expenses economically related to the
dividends are tax-deductible. If the ADSs belong to a domestic permanent establishment in Germany of a
business operation of an ADS holder, the dividend income (after deducting business expenses
economically related thereto) is fully subject to trade tax, unless the prerequisites of the trade tax
participation exemption privilege are fulfilled. In this latter case, the net amount of dividends, i.e. after
deducting directly related expenses, is exempt from trade tax. As a rule, trade tax can be credited against
the ADS holder’s personal income tax, either in full or in part, by means of a lump sum tax credit method,
depending on the level of the municipal trade tax multiplier and certain individual tax-relevant
circumstances of the taxpayer.

Partnerships

If the ADS holder is a genuine business partnership or a deemed business partnership (co-
entrepreneurship) with a permanent establishment in Germany, the income tax or corporate income tax is
not levied at the level of the partnership but at the level of the respective partner. The taxation of every
partner depends on whether the partner is a corporation or an individual. If the partner is a corporation,
the dividends contained in the profit share of the partner will be taxed in accordance with the rules
applicable for corporations (see “Corporations” above). If the partner is an individual, the taxation follows
the rules described for sole proprietors, (see “Sole proprietors” above). Upon application and subject to
further conditions, an individual as a partner can have his personal income tax rate reduced for earnings
retained at the level of the partnership.

In addition, the dividends are subject to trade tax in the full amount at the partnership level if the ADSs are
attributed to a German permanent establishment of the partnership, unless the requirements of the trade
tax participation exemption privilege are fulfilled. If a partner of the partnership is an individual, the portion
of the trade tax paid by the partnership pertaining to his profit share will be credited, either in full or in part,
against his personal income tax by means of a lump sum method, depending on the level of the municipal
trade tax multiplier and certain individual tax-relevant circumstances of the taxpayer. Due to a lack of case
law and administrative guidance, it is currently unclear how the rules for the taxation of dividends from
Portfolio Participations (see “Corporations” above) might impact the trade tax treatment at the level of the
partnership. ADS holders are strongly recommended to consult their tax advisors. Under a literal reading

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of the law, if the partnership qualifies for the trade tax exemption privilege at the beginning of the relevant
assessment period, the dividends should not be subject to trade tax. However, in this case, trade tax
should be levied on 5% of the dividends to the extent they are attributable to the profit share of such
corporate partners to whom at least 10% of the underlying shares in the company are attributable on a
look-through basis, since such portion of the dividends should be deemed to be non-deductible business
expenses. The remaining portion of the dividend income attributable to other than such specific corporate
partners (which includes individual partners and should, under a literal reading of the law, also include
corporate partners to whom, on a look-through basis, only Portfolio Participations are attributable) should
(after the deduction of business expenses economically related thereto) not be subject to trade tax.

Special treatment of companies in the financial and insurance sectors and pension funds

If credit institutions (Kreditinstitute) or financial services institutions (Finanzdienstleistungsunternehmen)
hold ADSs that are allocable to their trading book pursuant to Section 340e para. 3 of the German
Commercial Code (Handelsgesetzbuch), they will neither be able to use the partial income method nor
have 60% of their dividend income exempt from taxation nor be entitled to the effective 95% exemption
from corporate income tax plus the solidarity surcharge and any applicable trade tax. Thus, dividend
income is fully taxable. The same applies to financial institutions (Finanzunternehmen) in the meaning of
the German Banking Act if they have acquired the ADSs prior to January 1, 2017 for the purpose of
generating profits from short-term proprietary trading or if they have acquired the ADSs after December
31, 2016 and are predominantly owned by banks or financial services providers and have to book the
ADSs as current assets (Umlaufvermögen) upon acquisition. The preceding sentences apply accordingly
for ADSs held in a permanent establishment in Germany by foreign credit institutions, financial services
institutions, and financial institutions. Likewise, the tax exemption described earlier afforded to
corporations from ADSs does not apply to ADSs that qualify as a capital investment in the case of life
insurance and health insurance companies, or those which are held by pension funds. However, an
exemption to the foregoing, and thus a 95% effective tax exemption, applies to dividends obtained by the
aforementioned companies, to which the Parent-Subsidiary Directive applies.

Withholding tax-ADSs held in a German custody account

If and when the ADSs are held in a German custody account withholding tax may apply at different levels:

• at a first level, there will be German withholding tax of 26.375% (including solidarity surcharge) on
trivago N.V.’s dividend payment made to the ADS Agent; this withholding tax may be reduced to 15% or
to a lower tax rate;

• at a second level, the German paying agent that holds the ADSs in custody for the investor, or the
German Distribution Paying Agent, is required to withhold again German withholding tax of 26.375%
(including solidarity surcharge) plus church tax, if any. The German Distribution Paying Agent is the
German domestic
(inländisches Kredit- oder
services
Finanzdienstleistungsinstitut) (including German domestic branches of such foreign enterprises), the
German domestic securities trading company (inländisches Wertpapierhandelsunternehmen) or the
German domestic securities trading bank (inländische Wertpapierhandelsbank) which keeps or
administers the ADSs and disburses or credits the ADS distributions.

credit or

institution

financial

Consequently, a higher tax burden may arise if the respective withholding tax certificate cannot be issued
and therefore neither the German investor nor the ADS agent are able to use the withholding tax withheld
at the first level or the second level as a tax credit or apply for a respective tax refund. The German
Federal Ministry of Finance (Bundesministerium der Finanzen) has suggested and described a procedural
solution to avoid such potential double taxation in an interpretation circular dated October 26, 2011 (BMF
IV C 1 - S 2400/11/10002:003). However, from a procedural perspective, it is not entirely clear whether
this circular also applies to ADSs. According to our German tax counsel’s opinion, this should be the case
since ADSs are representing the underlying Class A shares (see above).

106

Especially if the ADS are not held with a German Distribution Paying Agent, a German investor should be
required to include any payment from the ADSs in its German tax return and may not be entitled to credit
taxes withheld at the first or second level against its German tax liability for the reason that the required
withholding tax certificate has not been issued.

Further, the refund or credit of the withholding tax may be denied in a portion of three-fifths under certain
circumstances as
Income Tax Act
(Einkommensteuergesetz), inter alia, if and when the ADS holder is not the beneficial owner of the ADSs
within a time frame of 45 days around the ex-date of the underlying Class A shares.

in Section 36a German

further described

in more detail

German taxation of capital gains from ADS
Taxation of capital gains from ADSs-ADS holder not tax resident in Germany

The capital gains from the disposition of ADSs realized by an ADS holder who is not a German tax
resident should be subject to German tax only if such investor held ADSs that directly or indirectly
represent 1% or more in the underlying company’s ordinary shares (i.e., a Qualified Holding as defined in
“-Taxation of the distributions from ADS for investors domiciled in Germany-ADSs held as non-business
assets”) at any time during a five-year-period preceding the disposition or if the ADSs or underlying
shares belong to a domestic permanent establishment or fixed place of business or are part of business
assets for which a permanent representative in Germany has been appointed. If such holder had acquired
the ADSs without consideration, the previous owner’s holding period and amount of the holding would
also be taken into account.

In case of a Qualified Holding, 5% of the gains from the disposal of the ADSs could, under German
domestic tax law, currently be subject to corporate income tax plus solidarity surcharge thereon if the ADS
holder is a corporation. However, the German Federal Tax Court (Bundesfinanzhof) has, in a recent
decision, ruled against the application of the 5% rule in case of foreign corporations which have neither a
permanent establishment nor a permanent representative in Germany. If the ADS holder is an individual,
only 60% of the gains from the disposal of the ADSs are subject to the progressive income tax rate plus
solidarity surcharge thereon (partial income method). However, most Treaties provide for an exemption
from German taxation and attribute the right of taxation to the ADS holder’s state of residence. According
to German tax authorities there is no obligation to levy withholding tax at source in the case of a Qualified
Holding if the ADS holder submits to the Paying Agent a certificate of residence issued by the competent
foreign tax authority.

In case of a Qualified Holding, the relevant ADS holder has to file a German tax return. Please note that a
tax return is also required if Germany does not have the right to tax such capital gains pursuant to the
individual applicable Treaty.

With regard to capital gains or losses from ADSs attributable to a domestic permanent establishment or
fixed place of business or which form part of business assets for which a permanent representative in
Germany has been appointed, the above-mentioned provisions pertaining to ADS holders with a tax
domicile in Germany whose ADSs are business assets apply mutatis mutandis (see “Taxation of capital
gains from ADSs - ADS holder with a domicile in Germany - ADSs held as business assets”). The Paying
Agent can refrain from deducting the withholding tax if the ADS holder declares to the Paying Agent on an
official form that the ADSs form part of domestic business assets and certain other requirements are met.

German statutory law requires the disbursing agent to levy withholding tax on capital gains from the sale
of ordinary shares or other securities, including ADSs, held in a custodial account in Germany. With
regard to the German taxation of capital gains, disbursing agent means a credit institution, a financial
services institution, a securities trading company or a securities trading bank (each as defined in the
German Banking Act (Kreditwesengesetz) and, in each case including a German branch of a foreign
enterprise, but excluding a foreign branch of a German enterprise) that holds the ADSs in custody or
administers the ADSs for the investor or conducts sales or other dispositions and disburses or credits the
income from the ADSs to the holder of the ADSs. The German statutory law with the exception of ADSs
held by an ADS holder holding directly or indirectly through ADSs and shares at least 1% in the

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company’s ordinary share capital, does not create a limited tax liability in Germany so that there should
be no obligation to withhold taxes on such capital gains. Further, it is not entirely clear by the German
statutory law whether a withholding should be made if and when the (share) ADS holder creates a limited
tax liability in Germany with its holding. However, an interpretation circular (Einzelfragen zur
Abgeltungsteuer) issued by the German Federal Ministry of Finance (Bundesministerium der Finanzen)
dated January 18, 2016 (reference number IV C 1-S2252/08/10004:017) provides that taxes need not to
be withheld when the holder of the custody account is not a resident of Germany for German tax
purposes and the income is not subject to German taxation. The interpretation circular further states that
there is no obligation to withhold such tax even if the non-resident holder holds 1% or more of the share
capital of a German company through ADSs and shares. Although this circular is not binding on German
tax courts, in practice, the disbursing agents are required to follow the guidance contained in such
interpretation circulars. But even if there is no withholding in Germany, the ADS holder is required to make
a tax filing with the German tax authorities if and when it is subject to a limited tax liability in Germany with
its capital gains under German domestic tax law.

Taxation of capital gains from ADSs-ADS holder with a domicile in Germany

The capital gain from the disposition of ADSs realized by an ADS holder who is tax resident in Germany
should be subject to German tax as if the ADS holder owned the underlying Class A shares directly. This
is supported by an interpretation circular (Einzelfragen zur Abgeltungsteuer) issued by the German
Federal Ministry of Finance (Bundesministerium der Finanzen) dated January 18, 2016 (reference
number IV C 1-S2252/08/10004:017) with respect to the limitation on the offsetting of capital loss from
ADRs with capital gains from shares and/or ADRs and the exchange of the ADRs into the respective
(represented) shares.

ADSs held as non-business assets

Gains from the disposal of ADSs by an ADS holder with a tax domicile in Germany and held as non-
business assets are, regardless of the holding period, subject to a flat tax on capital investment income at
a rate of 25% (plus the solidarity surcharge of 5.5% thereon, i.e. 26.375% in total plus any church tax if
applicable) unless the ADS holder applies for the regular, progressive tax rate regime.

The taxable capital gain is computed as the difference between (a) the sale proceeds and (b) the
acquisition costs of the ADS and the expenses related directly and economically to the disposal. Dividend
payments that are funded from the company’s contribution account for tax purposes (steuerliches
Einlagekonto; Section 27 KStG) reduce the original acquisition costs; if dividend payments that are
funded from the company’s contribution account for tax purposes (steuerliches Einlagekonto; Section 27
KStG) exceed the acquisition costs, negative acquisition costs, which can increase a capital gain, can
arise in case of ADS holders, whose ADS are held as non-business assets and do not qualify as Qualified
Holding.

Only an annual lump sum deduction of €801 (€1,602 for married couples filing jointly) may be deducted
from the entire capital investments income. It is not possible to deduct income-related expenses in
connection with capital gains, except for the expenses directly related in substance to the disposal which
can be deducted when calculating the capital gains. Losses from disposals of ADSs or shares may only
be offset against capital gains from the disposal of ADSs or shares. Furthermore, if losses result from the
derecognition (Ausbuchung) or transfer to a third party of worthless assets in terms of Section 20 para 1
German Income Tax Act (Einkommensteuergesetz) or any other total loss of such assets, such losses
together with losses resulting from the full or partial non-recoverability of other capital investments of the
same year and loss-carry forwards of previous years can only be offset against investment income up to
an amount of €20,000 per calendar year.

If the disposal of the ADSs is executed by a domestic credit institution, domestic financial services
institution (inländisches Kredit- oder Finanzdienstleistungsinstitut) (including domestic branches of foreign
(inländisches
institutions), domestic securities
credit and

financial services

trading company

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(inländische
domestic
Wertpapierhandelsunternehmen)
Wertpapierhandelsbank), and such office pays out or credits the capital gains (a Paying Agent), the tax on
the capital gains will under regular circumstances be discharged for the account of the seller by the
Paying Agent imposing the withholding tax on investment income at the rate of 26.375% (including the
solidarity surcharge thereon) on the capital gain.

securities

trading

bank

However, the ADS holder can apply for his total capital investment income together with his other taxable
income to be subject to his progressive income tax rate as opposed to the flat tax on investment income,
if this results in a lower tax liability. In this case, the withholding tax is credited against the progressive
income tax and any resulting excess amount will be refunded. Pursuant to the current view of the German
tax authorities (which has been confirmed by a decision by the German Federal Tax Court
(Bundesfinanzhof)), in this case as well, income-related expenses cannot be deducted from the capital
investment income, except for the aforementioned annual lump sum deduction. Further, the limitations on
offsetting losses are also applicable under the income tax assessment.

If the withholding tax or, if applicable, the church tax on capital gains is not withheld by a Paying Agent,
the ADS holder is required to declare the capital gains in his income tax return. The income tax and any
applicable church tax on the capital gains will then be collected by way of assessment.

An automatic procedure for deducting church tax applies unless the ADS holder has filed a blocking
notice (Sperrvermerk) with the German Federal Central Tax Office; church tax on capital gains is then
withheld by the Paying Agent and is deemed to have been paid when the tax is deducted. A deduction of
the withheld church tax as a special expense is not permissible, but the withholding tax to be withheld
(including the solidarity surcharge) is reduced by 26.375% of the church tax to be withheld on the capital
gains.

Regardless of the holding period and the time of acquisition, gains from the disposal of ADSs are not
subject to the flat tax but to progressive income tax if an ADS holder domiciled in Germany, or, in the
event of a munificent transfer, their legal predecessor, or, if the ADSs have been munificently transferred
several times in succession, one of his legal predecessors at any point during the five years preceding the
disposal, directly or indirectly held ADSs (and/or shares) that represent at least 1% of the underlying
share capital of the company (i.e., a Qualified Holding). In this case the partial income method applies to
gains from the disposal of ADSs, which means that only 60% of the capital gains are subject to tax and
only 60% of the losses on the disposal and expenses economically related thereto are tax deductible.
Even though withholding tax has to be withheld by a Paying Agent in the case of a Qualified Holding, this
does not discharge the tax liability of the ADS holder. Consequently, an ADS holder must declare his
capital gains in his income tax return. The withholding tax (including the solidarity surcharge thereon and
church tax, if applicable) levied and paid will be credited against the ADS holder’s income tax liability as
assessed (including the solidarity surcharge thereon and any church tax if applicable) or refunded in the
amount of any excess.

ADSs held as business assets

Gains from the sale of ADSs held as business assets of an ADS holder with a tax domicile in Germany
are not subject to the flat tax. The taxation of the capital gains depends on whether the ADS holder is a
corporation, a sole proprietor or a partnership (co-entrepreneurship).

Corporations

If the ADS holder is a corporation with a tax domicile in Germany, the gains from the disposal of ADSs
are, effectively 95% exempt from corporate income tax (including the solidarity surcharge thereon) and
trade tax, regardless of the size of the participation and the holding period unless an exception is
applicable thereto. 5% of the gains are treated as non-deductible business expenses and are therefore
subject to corporate income tax (plus the solidarity surcharge thereon) at a rate of 15.825% and trade tax
(depending on the municipal trade tax multiplier applied by the municipal authority, in most cases between

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7% and approximately 21%). As a rule, capital losses and other profit reductions in connection with ADSs
(e.g. from a write-down) cannot be deducted for tax purposes. Currently, there are no specific rules for the
taxation of gains arising from the disposal of Portfolio Participations.

Sole proprietors

If the ADSs are held as business assets by a sole proprietor with a tax domicile in Germany, only 60% of
the gains from the disposal of the ADSs are subject to progressive income tax (plus the solidarity
surcharge thereon) at a total tax rate of up to approximately 47.5%, and, if applicable, church tax (partial
income method). Only 60% of the losses on the disposal and expenses economically related thereto are
tax deductible. If the ADSs belong to a German permanent establishment of a business operation of the
sole proprietor, 60% of the gains of the disposal of the ADSs are, in addition, subject to trade tax.

Trade tax

Trade tax can be credited against the ADS holder’s personal income tax liability, either in full or in part, by
means of a lump sum tax credit method depending on the level of the municipal trade tax multiplier and
certain individual tax-relevant circumstances of the taxpayer.

Partnerships

If the ADS holder is a genuine business partnership or a deemed business partnership (co-
entrepreneurship) with a permanent establishment in Germany, the income or corporate income tax is not
levied at the level of the partnership but at the level of the respective partner. The taxation depends on
whether the partner is a corporation or an individual. If the partner is a corporation, the capital gains from
the ADSs as contained in the profit share of the partner will be taxed in accordance with the rules
applicable to corporations (see “Corporations” above). For capital gains in the profit share of a partner
that is an individual, the principles outlined above for sole proprietors apply accordingly (partial income
method, see above under “Sole proprietors”). Upon application and subject to further conditions, an
individual as a partner can obtain a reduction of his personal income tax rate for earnings retained at the
level of the partnership.

In addition, capital gains from the ADSs are subject to trade tax at the level of the partnership if the ADSs
are attributed to a domestic permanent establishment of a business operation of the partnership, (i) at
60% as far as they are attributable to the profit share of an individual as the partner of the partnership,
and, (ii) currently, at 5% as far as they are attributable to the profit share of a corporation as the partner of
the partnership. Capital losses and other profit reductions in connection with the ADSs are currently not
deductible for trade tax purposes if they are attributable to the profit share of a corporation; however, 60%
of the capital losses are deductible subject to general limitations to the extent such losses are attributable
to the profit share of an individual.

If the partner of the partnership is an individual, the portion of the trade tax paid by the partnership
attributable to his profit share will be credited, either in full or in part, against his personal income tax by
means of a lump sum method, depending on the level of the municipal trade tax multiplier and certain
individual tax-relevant circumstances of the taxpayer.

Special treatment of companies in the financial and insurance sectors and pension funds

If credit institutions (Kreditinstitute) or financial services institutions (Finanzdienstleistungsunternehmen)
sell ADSs that are allocable to their trading book pursuant to Section 340e para. 3 of the German
Commercial Code (Handelsgesetzbuch), they will neither be able to use the partial income method nor
have 60% of their gains exempted from taxation nor be entitled to the effective 95% exemption from
corporate income tax plus the solidarity surcharge and any applicable trade tax. Thus, capital gains are
fully taxable. The same applies to financial institutions (Finanzunternehmen) in the meaning of the
German Banking Act if they have acquired the ADSs prior to January 1, 2017 for the purpose of

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generating profits from short-term proprietary trading or if they have acquired the ADSs after December
31, 2016 and are predominantly owned by banks or financial services providers and have to book the
ADSs as current assets (Umlaufvermögen) upon acquisition. The preceding sentences apply accordingly
for ADSs held in a permanent establishment in Germany by foreign credit institutions, financial service
institutions and financial institutions or if the ADSs reflect at least 1% of the share capital of the company.
Likewise, the tax exemption described earlier afforded to corporations for dividend income and capital
gains from the sale of ADSs does not apply to ADSs that qualify as a capital investment in the case of life
insurance and health insurance companies, or those which are held by pension funds.

Withholding tax

If the disposal of the ADSs is executed by a domestic credit institution, or domestic financial services
institution (inländisches Kredit- oder Finanzdienstleistungsinstitut) (including domestic branches of foreign
(inländisches
institutions), domestic securities
financial services
credit and
Wertpapierhandelsunternehmen)
(inländische
securities
domestic
Wertpapierhandelsbank), and such office pays out or credits the capital gains (a Paying Agent), a
withholding tax, if applicable, at the rate of 26.375% (including the solidarity surcharge) plus church tax, if
any, on the capital gains for the account of the seller will be withheld by the Paying Agent. No withholding
tax should become due, however, if the investor held directly or indirectly 1% or more in the share capital
of the company through ADSs and/or shares at any time during a five-year-period preceding the
disposition. In this event, the relevant investor has to file a German tax return.

trading company
bank

trading

In case of a Paying Agent, capital gains from ADSs held as business assets are not subject to withholding
tax in the same way as ADSs held as non-business assets by an ADS holder (see “Taxation of capital
gains from ADSs - ADS holder with a domicile in Germany - ADSs held as non-business assets”).
Instead, the Paying Agent will not levy the withholding tax, provided that (i) the ADS holder is a
corporation, association of persons or estate with a tax domicile in Germany, or (ii) the ADSs belong to
the domestic business assets of an ADS holder, and the ADS holder declares so to the Paying Agent
using the designated official form and certain other requirements are met. If withholding tax is imposed by
a Paying Agent, the withholding tax (including the solidarity surcharge thereon and church tax, if
applicable) imposed and discharged will be credited against the income tax or corporate income tax
liability (including the solidarity surcharge thereon and church tax, if applicable) or will be refunded in the
amount of any excess.

Taxation of capital gains from ADSs-Class A shares in exchange of the ADSs

An ADS holder may request from the issuer of the ADSs to receive the Class A shares in exchange for the
ADSs. This kind of exchange should not be qualified as a sale of the ADSs followed by an acquisition of
the Class A shares, because ADSs should represent a beneficial ownership interest in the underlying
shares and the holders of ADSs should for German tax purposes be treated as if they held the shares
directly (please refer to “Item 3: Key information - D. Risk factors” above). This treatment is supported by
an interpretation circular (Einzelfragen zur Abgeltungsteuer) issued by the German Federal Ministry of
Finance (Bundesministerium der Finanzen) dated January 18, 2016 (reference number IV C 1-
S2252/08/10004:017). The income taxation of Class A shares follows the same basic principles as
described for the ADSs.

German inheritance and gift tax

It is unclear whether the German inheritance or gift tax applies to the transfer of ADSs, as the ADR Tax
Circular does not refer explicitly to the German Inheritance and Gift Tax Act (Erbschaftsteuer- und

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Schenkungsteuergesetz). However, if German inheritance or gift tax is applicable to ADSs, then, under
German law, this transfer would be subject to German gift or inheritance tax if:

(a) the decedent or donor or heir, beneficiary or other transferee (i) maintained his or her residence or a
habitual abode in Germany or had its place of management or registered office in Germany at the time of
the transfer, or (ii) is a German citizen who has spent no more than five consecutive years outside
Germany without maintaining a residence in Germany or (iii) is a German citizen who serves for a
German entity established under public law and is remunerated for his or her service from German public
funds (including family members who form part of such person’s household, if they are German citizens)
and is only subject to estate or inheritance tax in his or her country of residence or habitual abode with
respect to assets located in such country (special rules apply to certain former German citizens who
neither maintain a residence nor have their habitual abode in Germany), or

(b) at the time of the transfer, the ADSs are held by the decedent or donor as business assets forming
part of a permanent establishment in Germany or for which a permanent representative in Germany has
been appointed, or

(c) the ADSs subject to such transfer form part of a portfolio that represents at the time of the transfer
10% or more of the registered share capital of the company and that has been held directly or indirectly
by the decedent or donor, either alone or together with related persons.

Generally, the transferee may be subject to inheritance or gift tax in Germany and in the jurisdiction where
he or she is tax resident if such jurisdiction levies such kind of tax. There are only limited treaties that
intend to avoid the potential double taxation. Under the treaty between the Federal Republic of Germany
and the United States of America for the avoidance of double taxation with respect to taxes on
inheritances and gifts (Abkommen zwischen der Bundesrepublik Deutschland und den Vereinigten
Staaten von Amerika zur Vermeidung der Doppelbesteuerung auf dem Gebiet der Nachlass-, Erbschaft-
und Schenkungsteuern in der Fassung vom 21. Dezember 2000), or the United States-Germany
Inheritance and Gifts Tax Treaty, and assuming that this treaty applies to ADSs, a transfer of ADSs by gift
or upon death is not subject to German inheritance or gift tax if the donor or the transferor is domiciled in
the United States within the meaning of the United States-Germany Inheritance and Gift Tax Treaty and is
neither a citizen of Germany nor a former citizen of Germany and, at the time of the transfer, the ADSs
are not held by the decedent or donor as business assets forming part of a permanent establishment in
Germany or for which a permanent representative in Germany has been appointed. Notwithstanding the
foregoing, in case the heir, transferee or other beneficiary (i) has, at the time of the transfer, his or her
residence or habitual abode in Germany, or (ii) is a German citizen who has spent no more than five (or,
in certain circumstances, ten) consecutive years outside Germany without maintaining a residence in
Germany or (iii) is a German citizen who serves for a German entity established under public law and is
remunerated for his or her service from German public funds (including family members who form part of
such person’s household, if they are German citizens) and is only subject to estate or inheritance tax in
his or her country of residence or habitual abode with respect to assets located in such country (or special
rules apply to certain former German citizens who neither maintain a residence nor have their habitual
abode in Germany), the transferred ADSs are subject to German inheritance or gift tax.

If, in this case, Germany levies inheritance or gift tax on the ADSs with reference to the heir’s, transferee’s
or other beneficiary’s residence in Germany or his or her German citizenship, and the United States also
levies federal estate tax or federal gift tax with reference to the decedent’s or donor’s residence (but not
with reference to the decedent’s or donor’s citizenship), the amount of the U.S. federal estate tax or the
U.S. federal gift tax, respectively, paid in the United States with respect to the transferred ADSs is credited
against the German inheritance or gift tax liability, provided the U.S. federal estate tax or the U.S. federal
gift tax, as the case may be, does not exceed the part of the German inheritance or gift tax, as computed
before the credit is given, which is attributable to the transferred ADSs. A claim for credit of the U.S.
federal estate tax or the U.S. federal gift tax, as the case may be, may be made within one year of the
final determination (administrative or judicial) and payment of the U.S. federal estate tax or the U.S.
federal gift tax, as the case may be, provided that the determination and payment are made within ten
years of the date of death of the decedent or of the date of the making of the gift by the donor. Similarly,

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U.S. state-level estate or gift tax is also creditable against the German inheritance or gift tax liability to the
extent that U.S. federal estate or gift tax is creditable.

Other German taxes

There are no transfer, stamp or similar taxes which would apply to the purchase, sale or other disposition
of ADSs in Germany. Further, no value added tax is currently levied on the purchase or disposal or other
forms of transfer of the ADSs; however, an entrepreneur may opt to subject disposals of ADSs, which are
in principle exempt from value added tax, to value added tax if the sale is made to another entrepreneur
for the entrepreneur’s business. Net worth tax (Vermögensteuer) is currently not levied in Germany. By
the end of 2020, there have been further discussions and initiatives on the financial transaction tax
(Finanzstransaktionssteuer) among members States of the European Union, including Germany, but it is
still unclear and not yet decided if and when such financial transaction tax (based on a potential EU
Directive) will be introduced. Such financial transaction tax may also be applicable on the sales and/or
transfer of ADSs.

Material Netherlands tax considerations
General

The following is a summary of material Netherlands tax consequences of the acquisition, holding and
disposal of our ADSs or Class A shares. This summary does not purport to describe all possible tax
considerations or consequences that may be relevant to a holder or prospective holder of our ADSs or
Class A shares and does not purport to deal with the tax consequences applicable to all categories of
investors, some of which may be subject to special treatment under applicable law (such as trusts or
other arrangements). In view of its general nature, it should be treated with corresponding caution. To the
extent this summary relates to legal conclusions under current Netherlands tax law, and subject to the
qualifications it contains, it represents the opinion of NautaDutilh N.V., our special Dutch counsel. Holders
should consult with their tax advisors with regard to the tax consequences of investing in the ADSs or
Class A shares in their particular circumstances. The discussion below is included for general information
purposes only. For purposes of Dutch tax law, a holder of ADSs or Class A shares may include an
individual or entity who does not have the legal title of these ADSs or Class A shares, but to whom
nevertheless the ADSs or Class A shares or the income thereof is attributed based on specific statutory
provisions or on the basis of such individual or entity having an interest in the ADSs or Class A shares or
the income thereof.

Please note that this summary does not describe the tax considerations for:

(i) holders of ADSs or Class A shares if such holders, and in the case of individuals, his or her partner or
certain of their relatives by blood or marriage in the direct line (including foster children), have a
substantial interest (aanmerkelijk belang) or deemed substantial interest (fictief aanmerkelijk belang) in us
under the Netherlands Income Tax Act 2001 (Wet inkomstenbelasting 2001). A holder of securities in a
company is considered to hold a substantial interest in such company if such holder alone or, in the case
of individuals, together with his or her partner (as defined in the Netherlands Income Tax Act 2001),
directly or indirectly holds (i) an interest of 5% or more of the total issued and outstanding capital of that
company or of 5% or more of the issued and outstanding capital of a certain class of shares of that
company; or (ii) rights to acquire, directly or indirectly, such interest; or (iii) certain profit sharing rights in
that company that relate to 5% or more of the company’s annual profits and/or to 5% or more of the
company’s liquidation proceeds. A deemed substantial interest may arise if a substantial interest (or part
thereof) in a company has been disposed of, or is deemed to have been disposed of, on a non-
recognition basis;

(ii) a holder of ADSs or Class A shares that is not an individual for which its shareholding qualifies or
qualified as a participation (deelneming) for purposes of the Netherlands Corporate Income Tax Act 1969
(Wet op de vennootschapsbelasting 1969). A taxpayer’s shareholding of 5% or more in a company’s

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nominal paid-up share capital qualifies as a participation. A holder may also have a participation if such
holder does not have a shareholding of 5% or more but a related entity (statutorily defined term) has a
participation or if the company in which the shares are held is a related entity (statutorily defined term);

(iii) holders of ADSs or Class A shares who are individuals for whom the ADSs or Class A shares or any
benefit derived from the ADSs or Class A shares are a remuneration or deemed to be a remuneration for
(employment) activities performed by such holders or certain individuals related to such holders (as
defined in the Netherlands Income Tax Act 2001); and

(iv) pension funds, investment institutions (fiscale beleggingsinstellingen), exempt investment institutions
(vrijgestelde beleggingsinstellingen) and other entities that are, in whole or in part, not subject to or
exempt from corporate income tax in the Netherlands, as well as entities that are exempt from corporate
income tax in their country of residence, such country of residence being another state of the European
Union, Norway, Liechtenstein, Iceland or any other state with which the Netherlands have agreed to
exchange information in line with international standards.

Except as otherwise indicated, this summary only addresses Netherlands national tax legislation and
published regulations, whereby the Netherlands and Dutch law means the part of the Kingdom of the
Netherlands located in Europe and its law respectively, as in effect on the date hereof and as interpreted
in published case law until this date as available in printed form, without prejudice to any amendment
introduced (or to become effective) at a later date and/or implemented with or without retroactive effect.
The applicable tax laws or interpretations thereof may change, or the relevant facts and circumstances
may change, and such changes may affect the contents of this section, which will not be updated to
reflect any such changes.

This discussion is for general information purposes and is not tax advice or a complete description of all
Dutch tax consequences relating to the acquisition, holding and disposal of our ADS or Class A shares.
Holders or prospective holders of our ADS or Class A shares should consult their own tax advisor
regarding the tax consequences relating to the acquisition, holding and disposal of our common shares in
light of their particular circumstances.

Dividend withholding tax

Dividends distributed by us are generally subject to Dutch dividend withholding tax at a rate of 15%
(which withholding tax will not be borne by us, but will be withheld by us from the gross dividends paid on
the Class A shares). However, as long as we continue to have our place of effective management in
Germany, and not in the Netherlands, under the convention between the Federal Republic of Germany
and the Netherlands for the avoidance of double taxation with respect to taxes on income of 2012, we will
be considered to be exclusively tax resident in Germany and we will not be required to withhold Dutch
dividend withholding tax. This exemption from withholding does not apply to dividends distributed by us to
a holder who is resident or deemed to be resident in the Netherlands for Dutch income tax purposes or
Dutch corporation tax purposes or to holders of ADSs or Class A shares that are neither resident nor
deemed to be resident of the Netherlands if the ADSs or Class A shares are attributable to a Netherlands
permanent establishment of such non-resident holder, in which case the following applies. See “Item 3:
Key information - D. Risk factors - If we ever pay dividends, we may need to withhold tax on such
dividends payable to holders of our ADSs in both Germany and the Netherlands.”

Dividends distributed by us to individuals and corporate legal entities who are resident or deemed to be
resident in the Netherlands for Netherlands tax purposes (“Netherlands Resident Individuals” and
“Netherlands Resident Entities” as the case may be) or to holders of ADSs or Class A shares that are
neither resident nor deemed to be resident of the Netherlands if the ADSs or Class A shares are
attributable to a Netherlands permanent establishment of such non-resident holder are subject to

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Netherlands dividend withholding tax at a rate of 15%. The expression “dividends distributed” includes,
among other things:

• distributions in cash or in kind, deemed and constructive distributions and repayments of paid-in capital

not recognized for Netherlands dividend withholding tax purposes;

•

liquidation proceeds, proceeds of redemption of Class A shares, or proceeds of the repurchase of
Class A shares by us or one of our subsidiaries or other affiliated entities to the extent such proceeds
exceed the average paid-in capital of those Class A shares as recognized for purposes of Netherlands
dividend withholding tax, unless, in case of a repurchase, a particular statutory exemption applies;

• an amount equal to the par value of Class A shares issued or an increase of the par value of Class A
shares, to the extent that it does not appear that a contribution, recognized for purposes of Netherlands
dividend withholding tax, has been made or will be made; and

• partial repayment of the paid-in capital, recognized for purposes of Netherlands dividend withholding
tax, if and to the extent that we have net profits (zuivere winst), unless the holders of Class A shares
have resolved in advance at a general meeting to make such repayment and the par value of the Class
A shares concerned has been reduced by an equal amount by way of an amendment of our articles of
association.

Netherlands Resident Individuals and Netherlands Resident Entities can generally credit the Netherlands
dividend withholding tax against their income tax or corporate income tax liability. The same applies to
holders of ADSs or Class A shares that are neither resident nor deemed to be resident of the Netherlands
if the ADSs or Class A shares are attributable to a Netherlands permanent establishment of such non-
resident holder.

Pursuant to legislation to counteract "dividend stripping," a reduction, exemption, credit or refund of
Netherlands dividend withholding tax is denied if the recipient of the dividend is not the beneficial owner
(uiteindelijk gerechtigde) as described in the Netherlands Dividend Withholding Tax Act 1965 (Wet op de
dividendbelasting 1965). This legislation targets situations in which a shareholder retains its economic
interest in shares but reduces the withholding tax costs on dividends by a transaction with another party. It
is not required for these rules to apply that the recipient of the dividends is aware that a dividend stripping
transaction took place. The Netherlands State Secretary of Finance takes the position that the definition
of beneficial ownership introduced by this legislation will also apply in the context of a double taxation
convention.

Taxes on income and capital gains
Netherlands Resident Individuals

If a holder of ADSs or Class A shares is a Netherlands Resident Individual, any benefit derived or deemed
to be derived from the ADSs or Class A shares is taxable at the progressive income tax rates (with a
maximum of 49.50%, rate for 2021), if:

the ADSs or Class A shares are attributable to an enterprise from which the Netherlands Resident
Individual derives a share of the profit, whether as an entrepreneur (ondernemer) or as a person
who has a co-entitlement to the net worth (medegerechtigd tot het vermogen) of such enterprise,
without being an entrepreneur or a shareholder in such enterprise, as defined in the Netherlands
Income Tax Act 2001; or

the holder of the ADSs or Class A shares is considered to perform activities with respect to the
ADSs or Class A shares that go beyond ordinary asset management (normaal, actief
vermogensbeheer) or derives benefits from the ADSs or Class A shares that are taxable as
benefits from other activities (resultaat uit overige werkzaamheden).

If the above-mentioned conditions (a) and (b) do not apply to the individual holder of ADSs or Class A
shares, such holder will be taxed annually on a deemed return (with a maximum of 5.69% in 2021) on the
individual's net investment assets (rendementsgrondslag) for the year, insofar the individual's net

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investment assets for the year exceed a statutory threshold (heffingvrij vermogen). The deemed return on
the individual's net investment assets for the year is taxed at a rate of 31%. Actual income, gains or
losses in respect of the ADSs or Class A shares are as such not subject to income tax in the Netherlands.

The net investment assets for the year are the fair market value of the investment assets less the
allowable liabilities on January 1 of the relevant calendar year. The ADSs or Class A shares are included
as investment assets. For the net investment assets on January 1, 2021, the deemed return ranges from
1.90% to 5.69% (depending on the aggregate amount of the net investment). The deemed return will be
adjusted annually on the basis of historic market yields.

Netherlands Resident Entities

Any benefit derived or deemed to be derived from the ADSs or Class A shares held by Netherlands
Resident Entities, including any capital gains realized on the disposal thereof, will be subject to
Netherlands corporate income tax at a rate of 15% with respect to taxable profits up to €245,000 and 25%
with respect to taxable profits in excess of that amount (rates and brackets for 2021).

Non-residents of the Netherlands

A holder of ADSs or Class A shares that is neither a Netherlands Resident Entity nor a Netherlands
Resident Individual will not be subject to Netherlands taxes on income or on capital gains in respect of
any payment under ADSs or the Class A shares or any gain realized on the disposal or deemed disposal
of the ADSs or Class A shares, provided that:

ii.

such holder does not have an interest in an enterprise or a deemed enterprise (as defined in the
Netherlands Income Tax Act 2001 and the Netherlands Corporate Income Tax Act 1969) which, in
whole or in part, is either effectively managed in the Netherlands or carried on through a
permanent establishment, a deemed permanent establishment or a permanent representative in
the Netherlands and to which enterprise or part of an enterprise the ADSs or Class A shares are
attributable; and

in the event the holder is an individual, such holder does not carry out any activities in the
Netherlands with respect to the ADSs or Class A shares that go beyond ordinary asset
management and does not derive benefits from the ADSs or Class A shares that are taxable as
benefits from other activities in the Netherlands.

Gift and inheritance taxes
Residents of the Netherlands

Gift or inheritance taxes will arise in the Netherlands with respect to a transfer of the ADSs or Class A
shares by way of a gift by, or on the death of, a holder of ADSs or Class A shares who is resident or
deemed to be resident in the Netherlands at the time of the gift or the holder's death.

Non-residents of the Netherlands

No gift or inheritance taxes will arise in the Netherlands with respect to a transfer of the ADSs or Class A
shares by way of gift by, or on the death of, a holder of ADSs or Class A shares who is neither resident
nor deemed to be resident in the Netherlands, unless:

in the case of a gift of ADSs or Class A shares by an individual who at the date of the gift was
neither resident nor deemed to be resident in the Netherlands, such individual dies within 180
days after the date of the gift, while being resident or deemed to be resident of the Netherlands;
or

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ii.

the transfer is otherwise construed as a gift or inheritance made by, or on behalf of, a person who,
at the time of the gift or death, is or is deemed to be resident of the Netherlands.

For purposes of Netherlands gift and inheritance taxes, amongst others, a person that holds the
Netherlands nationality will be deemed to be resident of the Netherlands if such person has been resident
in the Netherlands at any time during the ten years preceding the date of the gift or the holder's death.
Additionally, for purposes of Netherlands gift tax, amongst others, a person not holding the Netherlands
nationality will be deemed to be resident of the Netherlands if such person has been resident in the
Netherlands at any time during the twelve months preceding the date of the gift. Applicable tax treaties
may override deemed residency.

Other taxes and duties

No Netherlands value added tax (omzetbelasting) and no Netherlands registration tax, stamp duty or any
other similar documentary tax or duty will be payable by a holder of ADSs or Class A shares on any
payment in consideration for the acquisition, ownership or disposal of the ADSs or Class A shares (other
than a payment for financial services that are not exempt from Netherlands value added tax and that are
rendered to the holder of ADSs or Class A shares that is resident in Netherlands for Netherlands tax
purposes).

Material U.S. federal income tax considerations

The following is a discussion of the material U.S. federal income tax consequences to U.S. Holders (as
defined below) under present law of the ownership and disposition of our ADSs. This discussion applies
only to U.S. Holders that acquired ADSs in a prior offering, hold such ADSs as “capital assets” (within the
meaning of Section 1221 of the Code) and that have the U.S. dollar as their functional currency. This
discussion is based on the Internal Revenue Code of 1986, as amended, the Code, the U.S. Treasury
regulations promulgated thereunder, administrative rulings of the IRS and judicial decisions, each as in
effect as of the date hereof. All of the foregoing authorities are subject to change or differing
interpretations, possibly with retroactive effect, and any such change or differing interpretation could affect
the tax consequences described below. This discussion does not purport to be a complete analysis or
listing of all potential U.S. federal income tax considerations that may be relevant to holders with respect
to their ownership and disposition of ADSs. Accordingly, it is not intended to be, and should not be
construed as, tax advice. This summary does not address any consequences under any U.S. federal tax
laws other than those pertaining to the income tax (e.g., estate or gift taxes), any alternative minimum tax
consequences, any consequences under the Medicare tax imposed at 3.8% on certain investment
income, any withholding required pursuant to the Foreign Account Tax Compliance Act of 2010 (including
the U.S. Treasury regulations promulgated thereunder and intergovernmental agreements entered into in
connection therewith) or any state, local or non-U.S. tax consequences.

The following discussion also does not address U.S. federal income tax consequences that may be
relevant to a U.S. Holder in light of such holder’s particular circumstances or to U.S. Holders subject to
special rules under the U.S. federal income tax laws such as:

• banks and other financial institutions;

•

regulated investment companies, real estate investment trusts and grantor trusts;

insurance companies;

• broker-dealers;

•

traders in securities that elect to mark to market;

tax-exempt entities or any individual retirement account or Roth IRA as defined in Sections 408 and
408A of the Code, respectively;

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• U.S. expatriates;

• persons holding our ADSs as part of a straddle, hedging, constructive sale, conversion or other

integrated transaction;

• persons that actually or constructively own 10% or more of the voting power or value of our stock;

• persons that are resident or ordinarily resident in or have a permanent establishment in a jurisdiction

outside the United States or persons that are not U.S. Holders (as defined below);

• persons subject to special tax accounting rules as a result of any item of gross income with respect to

our ADSs being taken into account in an applicable financial statement;

• persons who acquired our ADSs pursuant to the exercise of any employee share option or otherwise as

compensation; or

• partnerships or other pass-through entities or arrangements treated as such (or persons holding our

ADSs through partnerships or other pass-through entities or arrangements treated as such).

PROSPECTIVE PURCHASERS ARE URGED TO CONSULT THEIR TAX ADVISORS ABOUT THE
APPLICATION OF THE U.S. FEDERAL TAX RULES TO THEIR PARTICULAR CIRCUMSTANCES AS
WELL AS THE STATE, LOCAL AND NON-U.S. TAX CONSEQUENCES TO THEM OF THE
PURCHASE, OWNERSHIP AND DISPOSITION OF OUR ADSS.

For purposes of this discussion, a “U.S. Holder” is a beneficial owner of an ADS that is, for U.S. federal
income tax purposes:

• an individual who is a citizen or resident of the United States;

• a corporation (or other entity taxable as a corporation) created or organized under the laws of the

United States, any state thereof or the District of Columbia;

• an estate whose income is subject to U.S. federal income taxation regardless of its source; or

• a trust if (1) the administration of the trust is subject to the primary supervision of a court within the
United States and one or more U.S. persons have authority to control all substantial decisions of the
trust, or (2) a valid election is in effect under applicable U.S. Treasury regulations to treat the trust as a
U.S. person.

The tax treatment of a partner in a partnership or other entity or arrangement taxable as a partnership for
U.S. federal income tax purposes that holds our ADSs will depend on such partner’s status and the
activities of the partnership.

The discussion below assumes the representations contained in the deposit agreement are true and that
the obligations in the deposit agreement and any related agreement have been and will be complied with
in accordance with their terms. For U.S. federal income tax purposes, a U.S. Holder of ADSs should be
treated as the beneficial owner of the underlying Class A shares represented by the ADSs. Accordingly,
no gain or loss should be recognized if a U.S. Holder exchanges ADSs for the underlying shares
represented by those ADSs.

The U.S. Treasury has expressed concerns that intermediaries in the chain of ownership between the
holder of an ADS and the issuer of the security underlying the ADS may be taking actions that are
inconsistent with the beneficial ownership of the underlying security. Accordingly, the creditability of any
foreign taxes paid and the availability of the reduced tax rate for dividends received by certain non-
corporate U.S. Holders, including individual U.S. Holders (as discussed below), could be affected by
actions taken by intermediaries in the chain of ownership between the holders of ADSs and us if as a
result of such actions the holders of ADSs are not properly treated as beneficial owners of underlying
Class A shares.

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Distributions

Subject to the passive foreign investment company, or PFIC, rules discussed below, the gross amount of
distributions made with respect to our ADSs (including the amount of any foreign taxes withheld
therefrom, if any, and excluding certain pro rata distributions of our Class A Shares or other similar equity
interests) will be includable in a U.S. Holder’s gross income, in accordance with such U.S. Holder’s
method of accounting for U.S. federal income tax purposes, as dividend income, to the extent that such
distributions are paid out of our current or accumulated earnings and profits as determined under
U.S. federal income tax principles. So long as we do not compute earnings and profits under U.S. federal
income tax principles, all such distributions made with respect to our ADSs should be treated as
dividends. Dividends on our ADSs will not be eligible for the dividends-received deduction allowed under
the Code to U.S. Holders that are corporations.

With respect to non-corporate U.S. Holders, dividends on our ADSs may qualify as “qualified dividend
income” which is eligible for reduced rates of taxation provided that (1) we are eligible for the benefits of
the income tax treaty between the United States and the federal republic of Germany or with respect to
any dividend paid on ADSs which are readily tradable on an established securities market in the United
States, (2) we are not a PFIC (as discussed below) for either the taxable year in which the dividend was
paid or the preceding taxable year, (3) the U.S. Holder satisfies certain holding period requirements, and
(4) the U.S. Holder is not under an obligation to make related payments with respect to positions in
substantially similar or related property. U.S. Holders should consult their tax advisors regarding the
availability of the lower rate for dividends paid with respect to our ADSs. Our ADSs are listed on Nasdaq,
which is an established securities market in the United States. The ADSs should be considered readily
tradable on Nasdaq. However, there can be no assurance that the ADSs will be considered readily
tradable on an established securities market in the United States in later years.

The amount of any distribution on our ADSs paid in foreign currency will be equal to the U.S. dollar value
of such currency on the date such distribution is includible in income by the recipient, regardless of
whether the payment is in fact converted into U.S. dollars at that time. The amount of any distribution of
property other than cash will be the fair market value of such property on the date of distribution.

Sale or other taxable disposition of our ADSs

Subject to the PFIC rules discussed below, upon a sale or other taxable disposition of ADSs, a U.S.
Holder will recognize a capital gain or loss for U.S. federal income tax purposes in an amount equal to the
difference between the amount realized on such disposition and such U.S. Holder’s adjusted tax basis in
such ADSs. Any such gain or loss will be treated as long-term capital gain or loss if the U.S. Holder’s
holding period for such ADSs exceeds one year. Non-corporate U.S. Holders (including individuals) are
currently subject to U.S. federal income tax on long-term capital gain at preferential rates. The
deductibility of capital losses is subject to significant limitations.

If the consideration received for our ADSs is paid in foreign currency, the amount realized will be the U.S.
dollar value of the payment received translated at the spot rate of exchange on the date of disposition. If
our ADSs are treated as traded on an established securities market and the relevant U.S. Holder is either
a cash basis taxpayer or an accrual basis taxpayer who has made a special election (which must be
applied consistently from year to year and cannot be changed without the consent of the Internal
Revenue Service), such holder will determine the U.S. dollar value of the amount realized in a foreign
currency by translating the amount received at the spot rate of exchange on the settlement date of the
sale. If our ADSs are not treated as traded on an established securities market, or the relevant U.S.
Holder is an accrual basis taxpayer that is not eligible to or does not elect to determine the amount
realized using the spot rate on the settlement date, such U.S. Holder will recognize foreign currency gain
or loss to the extent of any difference between the U.S. dollar amount realized on the date of disposition
(as determined above) and the U.S. dollar value of the currency received at the spot rate on the
settlement date. A U.S. Holder’s initial tax basis in our ADSs will equal the cost of such ADSs. If a U.S.
Holder used foreign currency to purchase our ADSs, the cost of our ADSs will be the U.S. dollar value of

119

the foreign currency purchase price on the date of purchase. If our ADSs are treated as traded on an
established securities market and the relevant U.S. Holder is either a cash basis taxpayer or an accrual
basis taxpayer who has made the special election described above, such holder will determine the U.S.
dollar value of the cost of such ADSs by translating the amount paid at the spot rate of exchange on the
settlement date of the purchase.

Foreign taxes

Foreign taxes (if any) withheld or paid on dividends on, or upon the sale or other taxable disposition of,
our ADSs may, subject to limitations and conditions, be treated as foreign income tax eligible for credit
against such U.S. Holder’s U.S. federal income tax liability under the U.S. foreign tax credit rules or, at
such holder’s election, eligible for deduction in computing such holder’s U.S. federal taxable income. If a
refund of any such foreign tax is available to a U.S. Holder under the laws of the country imposing such
tax or under an applicable income tax treaty, the amount of such tax that is refundable will not be eligible
for the credit or deduction against the U.S. Holder’s U.S. federal income tax liability. Subject to the
following sentence, dividends paid on our ADSs will constitute foreign source income and generally will be
considered “passive category” income in computing the foreign tax credit allowable to U.S. Holders under
U.S. federal income tax laws. However, if we are a “United States-owned foreign corporation,” solely for
foreign tax credit purposes, a portion of the dividends allocable to our U.S. source earnings and profits
may be re-characterized as U.S. source. A “United States-owned foreign corporation” is any foreign
corporation in which U.S. persons own, directly or indirectly, 50% or more (by vote or by value) of the
stock. United States-owned foreign corporations with less than 10% of earnings and profits attributable to
sources within the United States are excepted from these rules. We are currently a United States-owned
foreign corporation. As a result, so long as 10% or more of our earnings and profits are attributable to
sources within the United States, a portion of the dividends allocable to our U.S. source earnings and
profits will be treated as U.S. source for foreign tax credit purposes. In addition, any gain from the sale or
other taxable disposition of ADSs by a U.S. Holder will constitute U.S. source income. A U.S. Holder may
not be able to offset any foreign tax withheld or paid as a credit against U.S. federal income tax imposed
on that portion of any dividends or gain that is U.S. source unless the U.S. Holder has foreign source
income or gain in the same category from other sources. The rules governing the treatment of foreign
taxes imposed on a U.S. Holder and foreign tax credits are complex, and U.S. Holders should consult
their tax advisors about the impact of these rules in their particular situations.

Passive Foreign Investment Company

Notwithstanding the foregoing, certain adverse U.S. federal income tax consequences could apply to a
U.S. Holder if we are treated as a PFIC for any taxable year during which such U.S. Holder holds ADSs.
We would be classified as a PFIC for any taxable year if, after the application of certain look-through
rules, either: (1) 75% or more of our gross income for such year is “passive income” (as defined in the
relevant provisions of the Code), or (2) 50% or more of the value of our assets (determined on the basis
of a quarterly average) during such year is attributable to assets that produce or are held for the
production of passive income. For this purpose, “passive income” includes, subject to certain exceptions,
dividends, interest, royalties, rents, annuities, gains from commodities and securities transactions, net
gains from the sale or exchange of property producing such passive income, net foreign currency gains
and amounts derived by reason of the temporary investment of funds.

Based on the market price of our ADSs and the composition of our income, assets and operations, we do
not expect to be treated as a PFIC for U.S. federal income tax purposes for the taxable year ended
December 31, 2020 or in the foreseeable future. However, the application of the PFIC rules to us may be
subject to ambiguity. In addition, this is a factual determination that must be made annually after the close
of each taxable year. Therefore, there can be no assurance that we will not be classified as a PFIC for the
taxable year ended December 31, 2020 or for any future taxable year. Furthermore, because PFIC status
is a factual determination based on actual results for the entire taxable year, our U.S. counsel expresses

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no opinion with respect to our PFIC status and expresses no opinion with respect to our expectations
contained in this paragraph.

If we were classified as a PFIC for any taxable year during which a U.S. Holder held ADSs, such holder
would be subject to special tax rules with respect to any “excess distribution” that it receives in respect of
our ADSs and any gain it realizes from a sale or other disposition (including a pledge) of our ADSs, unless
such holder makes a “mark-to-market” election as discussed below. Under these special tax rules:

•

the excess distribution or gain will be allocated ratably over the U.S. Holder’s holding period for our
ADSs;

the amount allocated to the current taxable year, and any taxable year in such holder’s holding period
prior to the first taxable year in which we became a PFIC, will be treated as ordinary income; and

the amount allocated to each other year will be subject to the highest tax rate in effect for that year
and the interest charge applicable to underpayments of tax will be imposed on the resulting tax
attributable to each such year.

In addition, dividend distributions made to such holder will not qualify for the lower rates of taxation
applicable to long-term capital gains discussed above under “Distributions.”

A U.S. Holder will be required to make an annual filing with the Internal Revenue Service if such holder
holds our ADSs in any year in which we are classified as a PFIC.

If we are a PFIC for any year during which a U.S. Holder holds our ADSs, we will continue to be treated
as a PFIC with respect to such holder for all succeeding years during which the holder holds our ADSs. If
we cease to be a PFIC, such a U.S. Holder may be able to avoid some of the adverse effects of the PFIC
regime by making a deemed sale election with respect to our ADSs. If such election is made, the U.S.
Holder will be deemed to have sold the ADSs it holds at their fair market value on the last day of the last
taxable year in which we qualified as a PFIC, and any gain from such deemed sale would be subject to
the consequences described above. After the deemed sale election, the U.S. Holder’s ADSs with respect
to which the deemed sale election was made will not be treated as ADSs in a PFIC unless we
subsequently become a PFIC.

If a U.S. Holder is eligible to and does make a mark-to-market election, such holder will include as
ordinary income the excess, if any, of the fair market value of our ADSs at the end of each taxable year
over their adjusted basis, and will be permitted an ordinary loss in respect of the excess, if any, of the
adjusted basis of our ADSs over their fair market value at the end of the taxable year (but only to the
extent of the net amount of previously included income as a result of the mark-to-market election). Any
gain recognized on the sale or other disposition of our ADSs will be treated as ordinary income. The
mark-to-market election is available only for “marketable stock,” which is stock that is traded in other than
de minimis quantities on at least 15 days during each calendar quarter on a qualified exchange or other
market, as defined in the applicable U.S. Treasury regulations. U.S. Holders should consult their tax
advisors regarding the potential application of the PFIC rules to their ownership of our ADSs.

A timely election to treat us as a qualified electing fund under the Code would result in an alternative
treatment. However, we do not intend to prepare or provide the information that would enable U.S.
Holders to make a qualified electing fund election.

The U.S. federal income tax rules relating to PFICs are complex. Prospective U.S. investors are urged to
consult their tax advisors with respect to the application of the PFIC rules to their investment in the ADSs.

U.S. information reporting and backup withholding

Dividend payments with respect to our ADSs and proceeds from the sale, exchange or redemption of our
ADSs may be subject to information reporting to the Internal Revenue Service and possible U.S. backup
withholding. Backup withholding will not apply, however, to a U.S. Holder who furnishes a correct taxpayer
identification number on a properly completed Internal Revenue Service Form W-9 or otherwise properly

121

establishes an exemption from backup withholding. U.S. Holders who are required to establish their
exempt status may be required to provide such certification on Internal Revenue Service Form W-9. U.S.
Holders should consult their tax advisors regarding the application of the U.S. information reporting and
backup withholding rules.

Backup withholding is not an additional tax. Amounts withheld as backup withholding may be credited
against a U.S. Holder’s U.S. federal income tax liability, if any, and such holder may obtain a refund of any
excess amounts withheld under the backup withholding rules by timely filing the appropriate claim for
refund and furnishing any required information to the Internal Revenue Service.

Foreign financial asset reporting

Individuals that own “specified foreign financial assets” with an aggregate value in excess of certain
threshold amounts are required to file an information report with respect to such assets with their tax
returns. “Specified foreign financial assets” include any financial accounts maintained by foreign financial
institutions, as well as any of the following, but only if they are not held in accounts maintained by
financial institutions: (1) stocks and securities issued by non-U.S. persons, (2) financial instruments and
contracts held for investment that have non-U.S. issuers or counterparties, and (3) interests in foreign
entities. Our ADSs may be subject to these rules. Additionally, under certain circumstances, an entity may
be treated as an individual for purposes of these rules. U.S. Holders are urged to consult their tax
advisors regarding the application of this requirement to their ownership of our ADSs.

THE DISCUSSION ABOVE DOES NOT COVER ALL TAX MATTERS THAT MAY BE IMPORTANT TO
YOU. EACH PROSPECTIVE PURCHASER SHOULD CONSULT ITS TAX ADVISOR ABOUT THE TAX
CONSEQUENCES OF AN
INVESTOR’S
CIRCUMSTANCES.

IN OUR ADSs UNDER THE

INVESTMENT

F. Dividends and paying agents

Not applicable.

G. Statements by experts

Not applicable.

H. Documents on display

We are subject to the periodic reporting and other informational requirements of the Exchange Act. Under
the Exchange Act, we are required to file reports and other information with the SEC. Specifically, we are
required to file annually a Form 20-F no later than four months after the close of each fiscal year, which is
December 31. The SEC maintains a web site at www.sec.gov that contains reports, proxy and information
statements, and other information regarding registrants that make electronic filings with the SEC using its
EDGAR system. Our filings made with the SEC are available on the SEC’s website. We also make
available on the investor relations section of our website, free of charge, our annual reports on Form 20-F
and the text of our reports on Form 6-K, including any amendments to these reports, as well as certain
other SEC filings, as soon as reasonably practicable after they are electronically filed with or furnished to
the SEC. Our website address is www.ir.trivago.com. The information contained on or through our website
is not incorporated by reference in this document.

As a foreign private issuer, we are exempt from the rules under the Exchange Act prescribing the
furnishing and content of quarterly reports and proxy statements, and officers, directors and major
shareholders are exempt from the reporting and short-swing profit recovery provisions contained in
Section 16 of the Exchange Act.

122

I. Subsidiary information

Not applicable.

123

Item 11: Quantitative and qualitative disclosures about
market risk

See “Item 5: Operating and financial review and prospects - Quantitative and qualitative disclosures about
market risk.”

Item 12: Description of securities other than equity
securities
A. Debt securities

Not applicable.

B. Warrants and rights

Not applicable.

C. Other securities

Not applicable.

D. American Depositary Shares

Deutsche Bank Trust Company Americas, as depositary, registers and delivers American Depositary
Shares, also referred to as ADSs. Each ADS represents one Class A share (or a right to receive
one Class A share) deposited with Deutsche Bank AG, or any successor, as custodian for the depositary.
A deposit agreement among us, the depositary and you the ADS holders sets out ADS holder rights as
well as the rights and obligations of the depositary. A copy of the Agreement is incorporated by reference
as an exhibit to this annual report.

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Fees and Expenses

Pursuant to the terms of the deposit agreement, the holders of ADSs will be required to pay the following
fees:

Service

• To any person to which ADSs are issued or to any person to which a distribution is
made in respect of ADS distributions pursuant to stock dividends or other free
distributions of stock, bonus distributions, stock splits or other distributions (except
where converted to cash)

• Cancellation of ADSs, including the case of termination of the deposit agreement

• Distribution of cash dividends

• Distribution of cash entitlements (other than cash dividends) and/or cash proceeds

from the sale of rights, securities and other entitlements

• Distribution of ADSs pursuant to exercise of rights.

• Distribution of securities other than ADSs or rights to purchase additional ADSs

• Depositary services

Fees

Up to US$0.05 per ADS
issued

Up to US$0.05 per ADS
cancelled

Up to US$0.02 per ADS
held

Up to US$0.02 per ADS
held on the applicable
record date(s) established
by the depositary bank

The depositary collects its fees for delivery and surrender of ADSs directly from investors depositing
Class A shares or surrendering ADSs for the purpose of withdrawal or from intermediaries acting for them.
The depositary collects fees for making distributions to investors by deducting those fees from the
amounts distributed or by selling a portion of distributable property to pay the fees. The depositary may
collect its annual fee for depositary services by deduction from cash distributions or by directly billing
investors or by charging the book-entry system accounts of participants acting for them. The depositary
may collect any of its fees by deduction from any cash distribution payable to ADS holders that are
obligated to pay those fees. The depositary may generally refuse to provide for fee services until its fees
for those services are paid.

From time to time, the depositary may make reimbursements to us or waive fees and expenses for
services provided generally relating to costs and expenses arising out of establishment and maintenance
of the ADS program. In addition, the depositary has agreed to provide us reimbursements based on
certain fees payable to the depositary by holders of the ADSs. For the year ended December 31, 2020,
the depositary reimbursed us $0.9 million. In performing its duties under the deposit agreement, the
depositary may use brokers, dealers or other service providers that are affiliates of the depositary and
that may earn or share fees or commissions.

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PART II

Item 13: Defaults, dividend arrearages and
delinquencies

None.

Item 14: Material modifications to the rights of
securities holders

None.

Item 15: Control and procedures
A. Disclosure controls and procedures

We maintain disclosure controls and procedures, as defined in Rules 13a-15(e) and 15d-15(e) under the
Exchange Act. Our management, with the participation of our chief executive officer and chief financial
officer, has evaluated the effectiveness of the design and operation of our disclosure controls and
procedures as of December 31, 2020. Based upon that evaluation, our chief executive officer and chief
financial officer concluded that, as of December 31, 2020, the design and operation of our disclosure
controls and procedures were effective to accomplish their objectives.

B. Management’s annual report on internal control over financial reporting

Our management is responsible for establishing and maintaining adequate internal control over financial
reporting, as defined in Rule 13a-15(f) and 15d-15(f) of the Exchange Act. Internal control over financial
reporting is a process designed to provide reasonable assurance regarding the reliability of financial
reporting and the preparation of financial statements in accordance with U.S. GAAP.

Management conducted an evaluation of the effectiveness of our internal control over financial reporting
based on the criteria for effective control over financial reporting described in Internal Control - Integrated
Framework (2013) issued by the Committee of Sponsoring Organizations of the Treadway Commission.

Based on this evaluation, management has concluded that, as of December 31, 2020, the Company’s
internal control over financial reporting was effective. Management has reviewed its assessment with the
Audit Committee.

Ernst & Young GmbH Wirtschaftsprüfungsgesellschaft, an independent registered public accounting firm,
has audited the effectiveness of our internal control over financial reporting as of December 31, 2020, as
stated in their report which is included below.

Limitations on Controls

Management does not expect that our disclosure controls and procedures or our internal control over
financial reporting will prevent or detect all cases of error and fraud. Any control system, no matter how
well designed and operated, is based upon certain assumptions and can provide only reasonable, not
absolute, assurance that its objectives will be met. Further, no evaluation of controls can provide absolute
assurance that misstatements due to error or fraud will not occur or that all control issues and instances
of fraud, if any, within the Company have been detected.

126

C. Attestation report of the registered public accounting firm

REPORT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

To the Shareholders and the Board of Directors of trivago N.V.

Opinion on Internal Control Over Financial Reporting

We have audited trivago N.V.’s internal control over financial reporting as of December 31, 2020, based
on criteria established in Internal Control—Integrated Framework issued by the Committee of Sponsoring
Organizations of the Treadway Commission (2013 framework), (the COSO criteria). In our opinion, trivago
N.V. (the Company) maintained, in all material respects, effective internal control over financial reporting
as of December 31, 2020, based on the COSO criteria.

We also have audited, in accordance with the standards of the Public Company Accounting Oversight
Board (United States) (PCAOB), the consolidated balance sheets of the Company as of December 31,
2020 and 2019, the related consolidated statements of operations, comprehensive income, changes in
equity and cash flows for each of the three years in the period ended December 31, 2020, and the related
notes and our report dated March 5, 2021 expressed an unqualified opinion thereon.

Basis for Opinion

The Company’s management is responsible for maintaining effective internal control over financial
reporting and for its assessment of the effectiveness of internal control over financial reporting included in
the accompanying Management’s Annual Report on Internal Control over Financial Reporting. Our
responsibility is to express an opinion on the Company’s internal control over financial reporting based on
our audit. We are a public accounting firm registered with the PCAOB and are required to be independent
with respect to the Company in accordance with the U.S. federal securities laws and the applicable rules
and regulations of the Securities and Exchange Commission and the PCAOB.

We conducted our audit in accordance with the standards of the PCAOB. Those standards require that
we plan and perform the audit to obtain reasonable assurance about whether effective internal control
over financial reporting was maintained in all material respects.

Our audit included obtaining an understanding of internal control over financial reporting, assessing the
risk that a material weakness exists, testing and evaluating the design and operating effectiveness of
internal control based on the assessed risk, and performing such other procedures as we considered
necessary in the circumstances. We believe that our audit provides a reasonable basis for our opinion.

Definition and Limitations of Internal Control Over Financial Reporting

A company’s internal control over financial reporting is a process designed to provide reasonable
assurance regarding the reliability of financial reporting and the preparation of financial statements for
external purposes in accordance with generally accepted accounting principles. A company’s internal
control over financial reporting includes those policies and procedures that (1) pertain to the maintenance
of records that, in reasonable detail, accurately and fairly reflect the transactions and dispositions of the
assets of the company; (2) provide reasonable assurance that transactions are recorded as necessary to
permit preparation of financial statements in accordance with generally accepted accounting principles,
and that receipts and expenditures of the company are being made only in accordance with
authorizations of management and directors of the company; and (3) provide reasonable assurance
regarding prevention or timely detection of unauthorized acquisition, use, or disposition of the company’s
assets that could have a material effect on the financial statements.

127

Because of its inherent limitations, internal control over financial reporting may not prevent or detect
misstatements. Also, projections of any evaluation of effectiveness to future periods are subject to the risk
that controls may become inadequate because of changes in conditions, or that the degree of compliance
with the policies or procedures may deteriorate.

/s/ Ernst & Young GmbH Wirtschaftsprüfungsgesellschaft

Düsseldorf, Germany

March 5, 2021

D. Changes in internal control over financial reporting

No change in our internal control over financial reporting (as defined in Rules 13a-15(f) and 15d-15(f)
under the Exchange Act) occurred during the fiscal year ended December 31, 2020 that has materially
affected, or is reasonably likely to materially affect, our internal control over financial reporting.

Item 16A: Audit committee financial expert

Mr. Hiren Mankodi, an independent director and a member of the Audit Committee, qualifies as an “audit
committee financial expert,” as defined in Item 16 A. of Form 20-F and as determined by our supervisory
board.

Item 16B: Code of ethics

We have adopted a code of business conduct and ethics that applies to all of our employees, members of
our senior management and members of our management board and supervisory board, including those
members of our senior management responsible for financial reporting. Our code of ethics is posted on
our company website at: http://ir.trivago.com/phoenix.zhtml?c=254450&p=irol-govHighlights. We will
disclose any substantive amendments to the code of business conduct and ethics, or any waiver of its
provisions, on our website. The reference to our website does not constitute incorporation by reference of
the information contained at or available through our website.

128

Item 16C: Principal accountant fees and services

The following table sets forth, for each of the years indicated, the fees billed by Ernst & Young GmbH
Wirtschaftsprüfungsgesellschaft, our independent registered public accounting firm and the percentage of
each of the fees out of the total amount billed. Audit fees also include fees for services rendered for the
audit of our financial statements but charged to our controlling shareholder.

(in thousands)

Audit Fees

Tax Fees

Total

Year ended December 31,

2019

2020

€

2,682

98.4 % €

2,452

1.6 %

€

2,725

€

2,474

99.1 %

0.9 %

Audit Fees are defined as the standard audit work that needs to be performed each year in order to issue
opinions on our consolidated financial statements and to issue reports on our local statutory financial
statements. Also included are services that can only be provided by our auditor, such as reviews of
quarterly financial results, consents and comfort letters and any other audit services required for SEC or
other regulatory filings.

Tax Fees relate to the aggregate fees for services rendered on tax compliance.

Pre-Approval Policies and Procedures

Our Audit Committee has adopted a policy that requires pre-approval of all services performed for us by
our independent registered public accounting firm, effective for the period following the completion of our
IPO. The policy was adopted on December 9, 2016. The Audit Committee pre-approval function can be
delegated to the Audit Committee Chairman or another Audit Committee member outside of meetings. All
services provided by our independent registered public accounting firm during the years ended December
31, 2020 and December 31, 2019 were approved in advance by either the Audit Committee or members
thereof to whom authority had been delegated, in accordance with the Audit Committee's pre-approval
policy.

Item 16D: Exemptions from the listing requirements
and standards for audit committees

None.

Item 16E: Purchases of equity securities by the issuer
and affiliated purchasers

None.

Item 16F: Change in registrant's certifying accountant

None.

129

Item 16G: Corporate governance

The Sarbanes-Oxley Act of 2002, as well as related rules subsequently implemented by the SEC,
requires foreign private issuers, including our company, to comply with various corporate governance
practices. In addition, Nasdaq rules provide that foreign private issuers may follow home country practice
in lieu of the Nasdaq corporate governance standards, subject to certain exceptions and except to the
extent that such exemptions would be contrary to U.S. federal securities laws. In addition to the home
country practices described under Item 6C. of this annual report, the home country practices followed by
our company in lieu of Nasdaq rules are described below:

• We do not intend to follow the requirement of Nasdaq Listing Rule 5620(c), which requires an issuer
to provide in its bylaws for a generally applicable quorum, and that such quorum may not be less than
one-third of the outstanding voting stock. Although we must provide shareholders with an agenda and
other relevant documents for the general meeting of shareholders, Dutch law does not have a
regulatory regime for the solicitation of proxies and the solicitation of proxies is not a generally
accepted business practice in the Netherlands, thus our practice will vary from the requirement of
Nasdaq Listing Rule 5620(b).

• We do not intend to follow the requirements of Nasdaq Listing Rule 5605(d), which requires an issuer
to have a compensation committee that, inter alia, consists entirely of independent directors, and
Nasdaq Listing Rule 5605(e), which requires an issuer to have independent director oversight of
director nominations.

• We do not intend to follow the requirements of Nasdaq Listing Rule 5635, which generally requires an
issuer to obtain shareholder approval for the issuance of securities in connection with certain events,
such as the acquisition of stock or assets of another company, the establishment of or amendments
to equity-based compensation plans for employees, a change of control of us and certain private
placements.

Because we are a foreign private issuer, our management board members, supervisory board members
and senior management are not subject to short-swing profit and insider trading reporting obligations
under Section 16 of the Exchange Act. They will, however, be subject to the obligations to report changes
in share ownership under Section 13 of the Exchange Act and related SEC rules.

The Dutch Corporate Governance Code, or DCGC, contains both principles and best practice provisions
for management boards, supervisory boards, shareholders and general meetings, financial reporting,
auditors, disclosure, compliance and enforcement standards. As a Dutch company, we are subject to the
DCGC and are required to disclose in our annual report, filed in the Netherlands, whether we comply with
the provisions of the DCGC. If we do not comply with the provisions of the DCGC (for example, because
of a conflicting Nasdaq requirement or otherwise), we must list the reasons for any deviation from the
DCGC in our Dutch annual board report.

We acknowledge the importance of good corporate governance. However, at this stage, we do not
comply with all the provisions of the DCGC, to a large extent because such provisions conflict with or are
inconsistent with the corporate governance rules of Nasdaq and U.S. securities laws that apply to us, or
because such provisions do not reflect best practices of international companies listed on Nasdaq.

The best practice provisions we do not apply include the following. We may deviate from additional best
practice provisions in the future. Such deviations will be disclosed in our Dutch annual board report.

In order to safeguard independence of the supervisory board, the DCGC recommends that:

•

for each ten percent shareholder or group of affiliated shareholders, there is at most one supervisory
board member who can be considered to be a shareholder representative;

there is at most one non-independent supervisory board member who cannot be considered as
independent due to circumstances other than being a shareholder representative; and

130

•

the total number of non-independent supervisory board members should account for less than half of
the total number of supervisory board members.

A majority of our supervisory board members is independent. It is our view that given the nature of our
business and the practice in our industry and considering our shareholder structure, it is justified that only
4 supervisory board members will be independent. We may need to deviate from the DCGC’s
independence definition for supervisory board members either because such provisions conflict with or
are inconsistent with the corporate governance rules of Nasdaq and U.S. securities laws that apply to us,
or because such provisions do not reflect best practices of global companies listed on Nasdaq. We may
need to further deviate from the DCGC’s independence definition for supervisory board members when
looking for the most suitable candidates. For example, a future supervisory board candidate may have
particular knowledge of, or experience in our industry, but may not meet the definition of independence in
the DCGC. As such background is very important to the efficacy of our supervisory board, our supervisory
board may decide to nominate candidates for appointment who do not fully comply with the criteria as
listed under best practice provision 2.1.8 of the DCGC.

The DCGC recommends that our supervisory board establish a selection and appointment committee.
Because we are a “controlled company” within the meaning of the corporate governance standards of The
NASDAQ Global Select Market, we do not believe that a selection and appointment committee will be
beneficial for our governance structure. We have not established and do not intend to establish a
selection and appointment committee.

The DCGC further recommends that the compensation committee is not chaired by the chairman of the
supervisory board. The chairman of our supervisory board is also the chairman of our compensation
committee. Given the chairman's expertise and vision, we consider him to be the best person for the job.

Consistent with corporate practice for non-executive members of a board in the United States, the terms
of office of our supervisory directors run and end simultaneously. Our supervisory board continuously
monitors succession of its members as well as the managing directors. In light of this, we have not drawn
up a retirement schedule. Under our articles of association, members of the management board and the
supervisory board shall be appointed on the basis of a binding nomination prepared by the supervisory
board. This means that the nominee shall be appointed to the management board or supervisory board,
as the case may be, unless the general meeting of shareholders strips the binding nature of the
nomination (in which case a new nomination shall be prepared for a subsequent general meeting of
shareholders). Our articles of association will provide that the general meeting of shareholders can only
pass such resolution by a two-thirds majority representing at least half of the issued share capital.
However, the DCGC recommends that the general meeting can pass such resolution by simple majority,
representing no more than one-third of the issued share capital.

Under our articles of association, members of the management board and the supervisory board can only
be dismissed by the general meeting of shareholders by simple majority, provided that the supervisory
board proposes the dismissal. In other cases, the general meeting can only pass such resolution by a
two-thirds majority representing at least half of the issued share capital. Similar to what has been
described above, the DCGC recommends that the general meeting of shareholders can pass a resolution
to dismiss a member of the management board or supervisory board by simple majority, representing no
more than one-third of the issued share capital.

The DCGC recommends against providing equity awards as part of the compensation of a supervisory
board member. However, the company may wish to deviate from this recommendation and grant equity
awards to its supervisory board members.

The DCGC recommends that management board members are appointed for a maximum period of four
years. During our 2018 annual general meeting, Axel Hefer (our then-CFO) was re-appointed for a five-
year term, given his important role within the company.

The DCGC further recommends that the management board appoints the senior internal auditor and the
company secretary, subject to approval by the supervisory board. We have simplified this process as our

131

CFO appoints the senior internal auditor and the company secretary, and allow the audit committee to
express its views regarding the senior internal auditor.

The DCGC suggests that the annual statements of the Company include a (separate) report by the
supervisory board. For purposes of consistency with our US annual report, our Dutch annual report does
not include a separate supervisory report. However, the elements that the DCGC recommends to be
covered by the (separate) supervisory board report are covered throughout the Dutch annual report,
which is signed by each of our supervisory directors.

The DCGC recommends having a diversity policy for the composition of the management board and
supervisory board. We acknowledge the importance of diversity in the broadest sense and consider
aspects of diversity relevant to our company. Although the supervisory board has not set specific targets
with respect to diversity, the supervisory board believes that it is important for its members to represent
diverse viewpoints and further that the personal backgrounds and qualifications of the managing and
supervisory board members, considered as a group, should provide a significant composite mix of
experience, knowledge and abilities.

The DCGC recommends that the compensation report includes, among other things, statements on (i)
scenario analyses that are carried out relating to director compensation, (ii) pay ratios between
management and an average or median employee salary within the company and (iii) the relationship
between the variable part of a director's compensation and the contribution of such compensation to long-
term value creation. We have engaged a specialized compensation consultant to provide us with
information regarding compensation program and related disclosures, and are working on implementing
the foregoing described DCGC disclosure recommendations.

Item 16H: Mine safety disclosure

Not applicable.

132

PART III

Item 17: Financial statements

See “Item 18: Financial statements.”

Item 18: Financial statements

See the Financial statements beginning on page F-1.

133

Item 19: Exhibits

The following exhibits are filed as part of this annual report:

Exhibit
Number

Exhibit Description

Form

Number

File
Number

Provided
Herewith

Incorporated by Reference

1.1

1.2

1.3

2.1

2.2

English translation of Form of Articles of
Association of trivago N.V.

F-1

11/14/2016

Amended Management Board Rules.

20-F

3/6/2019

Amended Supervisory Board Rules.

F-3

4/5/2018

3.3

1.2

3.3

333-214591

001-37959

333-224151

Amended and Restated Shareholders’
Agreement of trivago N.V.

Amendment to Amended and Restated
Shareholders' Agreement of trivago N.V.

F-3

4/5/2018

4.1

333-224151

20-F

3/6/2017

2.2

001-37959

Second Amendment to Amended and
Restated Shareholders' Agreement of trivago
N.V.

2.2(a)

20-F

3/6/2019

2.2(a)

001-37959

Contribution Agreement by and among the
Founders, trivago GmbH, trivago N.V.,
Expedia Lodging Partner Services S.à.r.l and
Expedia, Inc.

Deposit Agreement.

Form of American Depositary Receipt
(included in Exhibit 2.4).

Description of securities registered under
Section 12 of the Securities Exchange Act of
1934.

Form of management board member
Indemnification Agreement for management
board members as of November 2016.

English translation of Lease Agreement
between Jupiter
EINHUNDERTVIERUNDFÜNFZIG GmbH and
trivago GmbH, dated July 23, 2015.

English translation of the Amendment to the
Lease Agreement between Immofinanz GmbH
(formerly known as Jupiter
EINHUNDERTVIERUNDFÜNFZIG GmbH)
and trivago N.V., dated December 31, 2020.

Data Hosting Services Agreement by and
between Expedia, Inc. and trivago GmbH,
dated May 1, 2013.

Services and Support Agreement by and
between Expedia Lodging Partner Services
Sarl and trivago GmbH, dated September 1,
2016.

Amended and Restated trivago N.V. 2016
Omnibus Incentive Plan.

Form of Indemnification Agreement for
supervisory board, management board and
certain other officers.

2.3

2.4

2.5

2.6

4.1

4.2

4.2.1.

4.3

4.4

4.5

4.6

20-F

3/6/2017

F-3

4/5/2018

2.5

4.4

001-37959

333-224151

F-1/A 12/5/2016

4.4

333-214591

F-1/A 12/5/2016

10.1

333-214591

F-1/A 12/5/2016

10.6

333-214591

F-1/A 12/5/2016

10.7

333-214591

F-1/A 12/5/2016

10.8

333-214591

134

Exhibit
Number

Exhibit Description

Form

Number

File
Number

Provided
Herewith

Incorporated by Reference

4.7

4.7.1

4.8

4.8.1

4.9

4.9.1

4.10

Form of 2020 CAGR Performance Stock
Option Award Agreement.

Form of Amended and Restated 2020 CAGR
Performance Stock Option Award Summary.

Form of 2020 Stock Price Performance Stock
Option Award Agreement.

Form of Amended and Restated 2020 Stock
Price Performance Stock Option Award
Summary.

Form of 2020 CAGR Performance Stock Unit
Award Agreement.

Form of Amended and Restated 2020 CAGR
Performance Stock Unit Award Summary.

Form of 2020 Stock Price Performance Stock
Unit Award Agreement.

Form of Amended and Restated 2020 Stock
Price Performance Stock Unit Award
Summary.

4.10.1

8.1

List of Subsidiaries

Certification by Principal Executive Officer
Pursuant to Section 302 of the Sarbanes-
Oxley Act of 2002.

Certification by Principal Financial Officer
Pursuant to Section 302 of the Sarbanes-
Oxley Act of 2002.

Certification by Principal Executive Officer and
Principal Financial Officer Pursuant to Section
906 of the Sarbanes-Oxley Act of 2002.

Consent of Ernst & Young GmbH
Wirtschaftsprüfungsgesellschaft.

12.1

12.2

13.1

15.1

Inline XBRL Instance Document-the instance
document does not appear in the Interactive
Data File as its XBRL tags are embedded
within the Inline XBRL document

101.INS

101.SCH Inline XBRL Taxonomy Extension Schema

101.CAL

XBRL Taxonomy Extension Calculation
Linkbase Document.

101.DEF

Inline XBRL Taxonomy Extension Definition
Linkbase

101.LAB

Inline XBRL Taxonomy Extension Label
Linkbase

101.PRE

Inline XBRL Taxonomy Extension Presentation
Linkbase

104

Cover page interactive data (formatted as
Inline XBRL and contained in Exhibit 101)

135

Signatures

The Registrant hereby certifies that it meets all of the requirements for filing on Form 20-F and that it has
duly caused and authorized the undersigned to sign this annual report on its behalf.

trivago N.V.

By:

/s/ Axel Hefer

Axel Hefer

Chief Executive Officer, Managing
Director

Date:

3/5/2021

By:

/s/ Matthias Tillmann

Matthias Tillmann

Chief Financial Officer, Managing
Director

Date:

3/5/2021

136

Index to financial statements
trivago N.V.

Consolidated financial statements

Report of independent registered public accounting firm

Consolidated statements of operations

Consolidated statements of comprehensive income/(loss)

Consolidated balance sheets

Consolidated statements of changes in equity

Consolidated statements of cash flows

Notes to consolidated financial statements

Page

F-2

F-5

F-7

F-8

F-9

F-10

F-12

F-1

REPORT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM

To the Shareholders and the Board of Directors of trivago N.V.

Opinion on the Financial Statements

We have audited the accompanying consolidated balance sheets of trivago N.V. (the Company) as of
December 31, 2020 and 2019, the related consolidated statements of operations, comprehensive income,
changes in equity and cash flows for each of the three years in the period ended December 31, 2020, and
the related notes (collectively referred to as the “consolidated financial statements”). In our opinion, the
consolidated financial statements present fairly, in all material respects, the financial position of the
Company at December 31, 2020 and 2019, and the results of its operations and its cash flows for each of
the three years in the period ended December 31, 2020, in conformity with U.S. generally accepted
accounting principles.

We also have audited, in accordance with the standards of the Public Company Accounting Oversight
Board (United States) (PCAOB), the Company's internal control over financial reporting as of December
31, 2020, based on criteria established in Internal Control-Integrated Framework issued by the Committee
of Sponsoring Organizations of the Treadway Commission (2013 framework) and our report dated March
5, 2021 expressed an unqualified opinion thereon.

Basis for Opinion

These financial statements are the responsibility of the Company's management. Our responsibility is to
express an opinion on the Company’s financial statements based on our audits. We are a public
accounting firm registered with the PCAOB and are required to be independent with respect to the
Company in accordance with the U.S. federal securities laws and the applicable rules and regulations of
the Securities and Exchange Commission and the PCAOB.

We conducted our audits in accordance with the standards of the PCAOB. Those standards require that
we plan and perform the audit to obtain reasonable assurance about whether the financial statements are
free of material misstatement, whether due to error or fraud. Our audits included performing procedures to
assess the risks of material misstatement of the financial statements, whether due to error or fraud, and
performing procedures that respond to those risks. Such procedures included examining, on a test basis,
evidence regarding the amounts and disclosures in the financial statements. Our audits also included
evaluating the accounting principles used and significant estimates made by management, as well as
evaluating the overall presentation of the financial statements. We believe that our audits provide a
reasonable basis for our opinion.

Critical Audit Matter

The critical audit matter communicated below is a matter arising from the current period audit of the
financial statements that was communicated or required to be communicated to the audit committee and
that: (1) relates to accounts or disclosures that are material to the financial statements and (2) involved
our especially challenging, subjective or complex judgments. The communication of the critical audit
matter does not alter in any way our opinion on the consolidated financial statements, taken as a whole,
and we are not, by communicating the critical audit matter below, providing a separate opinion on the
critical audit matter or on the accounts or disclosures to which it relates.

F-2

Description of
the Matter

Valuation of Goodwill

At December 31, 2020, the Company’s goodwill was EUR 283 million and during
2020 the Company recorded a goodwill impairment charge amounting to EUR
207.6 million. As discussed in Notes 2 and 8 to the consolidated financial
statements, goodwill is tested for impairment at the reporting unit level annually or
more frequently if events or circumstances indicate that an impairment may have
occurred. During the year, the Company performed an interim quantitative
impairment assessment as of March 31, 2020 in addition to the annual impairment
test performed as of September 30, 2020. Each quantitative impairment test was
performed by measuring the fair value of the Company’s reporting units using a
blended analysis of the present value of future discounted cash flows and the
market valuation approach.

Auditing management’s goodwill impairment tests was complex and highly
judgmental due to the significant estimation required to determine the fair value of
the reporting units. The estimate of the present value of each reporting unit’s
future discounted cash flows was highly sensitive to the revenue growth rates,
profitability, terminal value projections and the discount rates applied. Additionally,
the determination of the estimated future cash flows for each reporting unit
involved significant judgment and estimation due to the increased level of
uncertainty surrounding the economic impact of the COVID-19 pandemic. The
market valuation approach was highly sensitive to the control premium applied.

How We
Addressed the
Matter in Our
Audit

We obtained an understanding, evaluated the design and tested the operating
effectiveness of controls over the Company’s goodwill impairment process,
including controls over management’s review of the assumptions described above.

that

included, among others, assessing

To test the estimated fair value of the Company’s reporting units, we performed
the Company’s
audit procedures
methodology (use of discounted cash flow method and market valuation method),
testing the assumptions discussed above and the underlying data used by the
Company in its goodwill impairment test. For the discounted cash flow method, we
compared the revenue growth rates, profitability and terminal value projections to
current industry or economic trends including the different scenarios used by
management to reflect the uncertainty resulting from the economic impact of
COVID-19. We involved our valuation specialists to assess the discount rates and
revenue terminal growth rates. We performed sensitivity analyses to the revenue
growth rates, profitability, terminal value projections and the discount rates
applied, to evaluate the changes in the fair value of the reporting units that would
result from changes in such assumptions. We compared management’s prior
forecasts to historical actual results. For the control premium applied in the market
valuation approach, we
to perform an
independent market multiples analysis. We involved our valuation specialists to
evaluate the implied control premium in the market capitalization reconciliation by
comparison to historical transactions from periods of higher market volatility. We
tested management’s fair value calculation for clerical accuracy.

involved our valuation specialists

We also assessed the Company’s disclosure regarding valuation of Goodwill
(within notes 2 and 8 to the consolidated financial statements).

/s/ Ernst & Young GmbH Wirtschaftsprüfungsgesellschaft

We have served as the Company’s auditor since 2014.

Düsseldorf, Germany

March 5, 2021

F-3

Consolidated Financial Statements
trivago N.V.

F-4

trivago N.V.
Consolidated statements of operations

(€ thousands, except per share amounts)

Revenue

Revenue from related party

Total revenue

Costs and expenses:

Cost of revenue, including related party, excluding
amortization (1)(3)
Selling and marketing, including related party (1)(2)(3)
Technology and content, including related party (1)(2)(3)
General and administrative, including related party (1)(2)(3)
Amortization of intangible assets (2)
Impairment of goodwill

Operating income/(loss)

Other income/(expense)

Interest expense

Other, net

Total other income/(expense), net

Income/(loss) before income taxes

Expense/(benefit) for income taxes

Income/(loss) before equity method investment

Income/(loss) from equity method investment

Net income/(loss)

Year ended December 31,

2018

2019

2020

€

583,395 €

554,046 €

181,491

331,421

914,816

284,571

838,617

67,430

248,921

5,435

805,633

66,904

54,326

1,684

—

9,159

664,155

69,924

55,543

1,685

—

(19,166)

38,151

(1,839)

539

(1,300)

(20,466)

1,086

(21,552)

(33)

(428)

(461)

37,690

20,982

16,708

453

10,133

178,255

64,258

40,935

373

207,618

(252,651)

(270)

(212)

(482)

(253,133)

(8,494)

(244,639)

(739)

(21,489)

17,161

(245,378)

Earnings per share attributable to trivago N.V. available to common stockholders:

Basic

Diluted

Shares used in computing earnings per share:

Basic

Diluted

€

(0.06) €

(0.06)

0.05 €

0.05

(0.69)

350,852

351,991

356,738

353,338

F-5

(1) Includes share-based compensation as follows:

Cost of revenue

Selling and marketing

Technology and content

General and administrative

(2) Includes amortization as follows:

Amortization of internal use software costs included in
selling and marketing

Amortization of internal use software and website
development costs included in technology and content

Amortization of internal use software costs included in
general and administrative

Amortization of acquired technology included in amortization
of intangible assets

(3) Includes related party expense as follows:

Cost of revenue

Selling and marketing

Technology and content

General and administrative

See notes to trivago N.V. consolidated financial statements

Year ended December 31,

2018

2019

2020

€

184 €

269 €

3,273

5,260

11,985

2,359

5,978

11,285

243

1,169

3,808

9,859

€

— €

360 €

188

2,214

3,239

3,926

785

278

656

143

€

59 €

44 €

700

263

465

491

(32)

133

F-6

trivago N.V.
Consolidated statements of comprehensive income/(loss)

(€ thousands)

Net income/(loss)
Other comprehensive income/(loss):
Currency translation adjustments

Total other comprehensive income/(loss)

Comprehensive income/(loss)

See notes to trivago N.V. consolidated financial statements

Year ended December 31,

2018
(21,489) €

2019
17,161 €

2020
(245,378)

€

91
91

(21,398)

151
151
17,312

(58)
(58)
(245,436)

F-7

trivago N.V.
Consolidated balance sheets

(€ thousands, except per share amounts)

ASSETS
Current assets:

Cash and cash equivalents
Restricted cash
Accounts receivable, net of allowance for credit losses of €74 and €348 at
December 31, 2019 and December 31, 2020, respectively

Accounts receivable, related party
Short-term investments
Tax receivable
Prepaid expenses and other current assets

Total Current Assets

Property and equipment, net
Operating lease right-of-use assets
Deferred income taxes
Other long-term assets
Intangible assets, net
Goodwill
TOTAL ASSETS

LIABILITIES AND STOCKHOLDERS' EQUITY
Current liabilities:

Accounts payable
Income taxes payable
Deferred revenue
Payroll liabilities
Accrued expenses and other current liabilities
Operating lease liability

Total Current Liabilities

Operating lease liability
Deferred income taxes
Other long-term liabilities
Commitments and contingencies (Note 15)

Stockholders' equity:

Class A common stock, €0.06 par value - 700,000,000 shares authorized,
50,816,706 and 55,967,976 shares issued and outstanding as of
December 31, 2019 and December 31, 2020, respectively

Class B common stock, €0.60 par value - 320,000,000 shares authorized,
301,687,967 and 298,187,967 shares issued and outstanding as of
December 31, 2019 and December 31, 2020, respectively

Reserves
Contribution from Parent
Accumulated other comprehensive income
Accumulated deficit
Total stockholders' equity
TOTAL LIABILITIES AND STOCKHOLDERS' EQUITY

See notes to trivago N.V. consolidated financial statements

F-8

As of December 31,

2019

2020

€

218,106 €
122

208,353
103

37,747
31,139
10,000
8,565
4,607
310,286

33,172
96,030
735
7,274
169,924
490,590
1,108,011 €

33,391 €
549
5,553
4,055
14,763
5,037
63,348

94,660
50,927
4,289

€

11,642
2,969
19,448
7,839
10,438
260,792

26,682
86,810
1
4,399
169,550
282,664
830,898

6,755
102
2,750
2,983
14,934
7,188
34,712

85,979
42,176
3,514

3,049

3,358

181,013

178,913

781,060
122,307
62

(192,704)
894,787
1,108,011 €

€

798,017
122,307
4
(438,082)
664,517
830,898

trivago N.V.
Consolidated statements of changes in equity

(€ thousands)

Description

Class A
common stock

Class B
common stock

Reserves

Retained
earnings
(accumulated
deficit)

Accumulated
other
comprehensive
income/(loss)

Contribution
from
Parent

Total
stockholders'
equity

Balance at January 1, 2018

€

1,855 €

191,880 €

730,431 €

(192,318) €

(180) €

122,307 €

853,975

Impact of adoption of new accounting guidance

Net loss

Other comprehensive income (net of tax)

Share-based compensation expense

Conversion of Class B shares

Issued capital, options exercised

Balance at December 31, 2018

Impact of adoption of new accounting guidance

Net income

Other comprehensive income (net of tax)

Share-based compensation expense

Conversion of Class B shares

Issued capital, options exercised

Balance at December 31, 2019

Net loss

Other comprehensive income (net of tax)

Share-based compensation expense

Conversion of Class B shares

Issued capital, options exercised

Balance at December 31, 2020

667

(6,667)

20,702

6,000

129

143

(21,489)

143

(21,489)

20,702

—

161

€

2,554 €

185,213 €

757,262 €

(213,664) €

(89) €

122,307 €

853,583

420

(4,200)

19,891

3,780

127

3,799

17,161

151

3,799

17,161

151

19,891

—

202

€

3,049 €

181,013 €

781,060 €

(192,704) €

62 €

122,307 €

894,787

(245,378)

(58)

210

(2,100)

15,079

1,890

(12)

(245,378)

(58)

15,079

—

€

3,358 €

178,913 €

798,017 €

(438,082) €

4 €

122,307 €

664,517

See notes to trivago N.V. consolidated financial statements

F-9

trivago N.V.
Consolidated statements of cash flows

(€ thousands)

Operating activities:

Net income/(loss)

Year ended December 31,

2018

2019

2020

€

(21,489) €

17,161 €

(245,378)

Adjustments to reconcile net income/(loss) to net cash provided by/(used in):

Depreciation (property and equipment, internal-use software and website
development)

11,370

10,298

10,479

Amortization of intangible assets

Goodwill impairment loss

Impairment of long-lived assets including internal-use software and
website development

Share-based compensation (see Note 11)

Deferred income taxes

Foreign exchange losses

Expected credit losses, net

Loss on disposal of fixed assets

Gain from settlement of asset retirement obligation

Gain from lease termination

(Income)/loss from equity method investment

Gain on divestitures

Changes in operating assets and liabilities:

Accounts receivable, including related party

Prepaid expenses and other assets

Accounts payable

Payroll liabilities

Accrued expenses and other liabilities

Deferred revenue

Taxes payable/receivable, net

1,684

—

1,437

20,702

(1,755)

587

630

605

—

(19)

—

(13,432)

11,127

(18,012)

2,951

199

(773)

(396)

1,685

—

19,891

1,904

429

754

(209)

—

(453)

—

24,926

3,696

(665)

(4,476)

7,591

(2,310)

(6,099)

Net cash provided by/(used in) operating activities

€

(4,584) €

74,221 €

Investing activities:

Purchase of investments

Proceeds from divestitures, net of cash divested

Prepayment of pending business acquisition

Capital expenditures, including internal-use software and website
development

Proceeds from sale of fixed assets

Net cash used in investing activities

Financing activities:

Proceeds from exercise of option awards

Repayment of other non-current liabilities

—

(10,000)

—

(24,779)

(8,017)

161

—

202

(301)

634

644

€

(24,145) €

(17,981) €

(16,189)

Net cash provided by/(used in) financing activities

€

161 €

(99) €

Effect of exchange rate changes on cash, cash equivalents and restricted
cash

(24)

(1,275)

Net increase/(decrease) in cash, cash equivalents and restricted cash

€

(28,592) €

56,235 €

(9,772)

Cash, cash equivalents and restricted cash at beginning of year

192,900

164,308

220,543

Cash, cash equivalents and restricted cash at end of year

€

164,308 €

220,543 €

210,771

F-10

373

207,618

549

15,079

(8,248)

795

656

185

(137)

(179)

739

(393)

53,732

(773)

(26,620)

(891)

2,594

(2,550)

242

7,872

(8,850)

556

(3,038)

(5,501)

(267)

(180)

Supplemental cash flow information:

Cash paid for interest

Cash paid for taxes, net of (refunds)

Non-cash investing and financing activities:

Fixed assets-related payable

Capitalization of construction in process related to build-to-suit lease

See notes to trivago N.V. consolidated financial statements

Year ended December 31,

2018

2019

2020

€

223 €

51 €

3,325

25,171

992

36,979

202

—

217

(484)

—

F-11

trivago N.V.
Notes to the consolidated financial statements
1. Organization and basis of presentation
Description of business

trivago N.V., (“trivago” the “Company,” “us,” “we” and “our”) and its subsidiaries offer online meta-search
for hotel and accommodation through online travel agencies (“OTAs”), hotel chains and independent
hotels. Our search-driven marketplace, delivered on websites and apps, provides users with a tailored
search experience via our proprietary matching algorithms. We generally employ a ‘cost-per-click’ (or
“CPC”) pricing structure, allowing advertisers to control their own return on investment and the volume of
lead traffic we generate for them. During 2013, the Expedia Group, Inc. (formerly Expedia, Inc., the
"Parent" or "Expedia Group") completed the purchase of a controlling interest in the Company.

As of December 31, 2020, Expedia Group’s ownership interest and voting interest in trivago N.V. is 59.0%
and 68.8%, respectively. The Class B shares of trivago N.V. held by Messrs. Schrömgens, Vinnemeier
and Siewert (whom we collectively refer to as our Founders) as of December 31, 2020, had an ownership
interest and voting interest of 25.2% and 29.4%, respectively.

Basis of presentation

Unless otherwise specified, “the Company” refers to trivago N.V. and its respective subsidiaries
throughout the remainder of these notes.

These consolidated financial statements reflect Expedia Group’s basis of accounting due to the change in
control in 2013 when Expedia Group acquired a controlling ownership in trivago, as we elected the option
to apply pushdown accounting in the period in which the change in control event occurred.

Seasonality

We experience seasonal fluctuations in the demand for our services as a result of seasonal patterns in
travel. For example, searches and consequently our revenue are generally the highest in the first three
quarters as travelers plan and book their spring, summer and winter holiday travel. Our revenue typically
decreases in the fourth quarter. We generally expect to experience higher return on advertising spend in
the first and fourth quarter of the year as we typically expect to advertise less in the periods outside of
high travel seasons. Seasonal fluctuations affecting our revenue also affect the timing of our cash flows.
We typically invoice once per month, with customary payment terms. Therefore, our cash flow varies
seasonally with a slight delay to our revenue, and is significantly affected by the timing of our advertising
spending. Changes in the relative revenue share of our offerings in countries and areas where seasonal
travel patterns vary from those described above may influence the typical trend of our seasonal patterns
in the future. It is difficult to forecast the seasonality for future periods, given the uncertainty related to the
duration of the impact from COVID-19 and the shape and timing of any sustained recovery.

2. Significant accounting policies

Consolidation

Our consolidated financial statements include the accounts of trivago and entities we control.
Intercompany balances and transactions have been eliminated in consolidation. We deconsolidate
entities from our results of operations on the day when we lose control. Further, the equity method of

F-12

accounting is used for investments in associated companies in which we have a financial interest but do
not have control over.

As of December 31, 2019 and December 31, 2020, there are no noncontrolling interest balances, as all
subsidiaries of the Company are wholly-owned.

Accounting estimates

We use estimates and assumptions in the preparation of our consolidated financial statements in
accordance with accounting principles generally accepted in the United States (“GAAP”). Preparation of
the consolidated financial statements and accompanying notes requires that we make estimates and
assumptions that affect the reported amounts of assets and liabilities, the disclosure of contingent assets
and liabilities as of the date of the consolidated financial statements, as well as revenue and expenses
during the periods reported. Our actual financial results could differ significantly from these estimates. The
significant estimates underlying our consolidated financial statements include: leases, recoverability of
goodwill, intangible assets and other long-lived assets, income taxes, legal and tax contingencies,
business combinations and share-based compensation.

The COVID-19 pandemic has had, and is expected to continue to have, a material adverse impact on the
travel industry, which may have a significant adverse effect on our business and results of operations. The
uncertainty associated with COVID-19 increased the level of judgement applied in our estimates and
assumptions. Our estimates may change in future periods as a result of new events arising from the
COVID-19 pandemic.

Revenue recognition

We recognize revenues when control of the promised goods or services is transferred to our customers,
in an amount that reflects the consideration we expect to be entitled to in exchange for those goods or
services. We derive our revenues from the following streams:

Referral Revenue

We earn referral revenue using cost-per-click ("CPC") and cost-per-acquisition ("CPA") models. Both
relate to fees earned on the display of a customer's (advertiser's) link on the trivago website.

CPC revenue is recognized after the traveler makes the click-through to the related advertiser’s website.
Control is deemed to have transferred at a point in time, being when the link or advertisement has been
displayed and the click-through to the customer's website has occurred.

CPA revenue is recognized when the click-through to the related advertiser's website results in a booking,
as control is deemed to have transferred at that point in time. We consider the performance obligation to
be satisfied when the booking has occurred. The price that an advertiser pays for a click that results in a
booking is based on a percentage of the booking revenue.

The prices per click for CPC and CPA advertising campaigns are negotiated in advance, thus, the amount
to be recognized as revenue for the respective click is fixed and determinable when the performance
obligation has been satisfied.

Most of our revenue is invoiced on a monthly basis after the performance obligation has been satisfied
with payment terms between 10 to 90 days. For some advertisers we require prepayments.

Subscription Revenue

Revenue from subscription services is recognized ratably over the contract term, which is generally 12
months or less from the subscription commencement date. Customers may choose to be billed annually
or monthly via SEPA or credit card. The price per subscription is fixed and determinable when the contract
commences.

F-13

Deferred revenue

Deferred revenue relates to advanced payments received for services provided in future periods, primarily
related to subscription services. At December 31, 2018, €7.9 million was recorded as deferred revenue,
€7.6 million of which was recognized as revenue during the year ended December 31, 2019. At
December 31, 2019, the deferred revenue balance was €5.6 million, €5.2 million of which was recognized
as revenue during the year ended December 31, 2020. At December 31, 2020, the deferred revenue
balance was €2.8 million.

Cost of revenue

Cost of revenue consists of expenses that are directly or closely correlated to revenue generation,
including data center costs, third-party cloud-related service providers, salaries and share-based
compensation for our data center operations staff and our customer service team who are directly
involved in revenue generation. For the years ended December 31, 2018, 2019 and 2020 cost of revenue
excludes €0.3 million, €0.1 million and €0.1 million, respectively, of amortization expense of acquired
technology. For the years ended December 31, 2018, 2019 and 2020 cost of revenue excludes €3.0
million, €4.3 million and €4.6 million, respectively, of amortization expense related to internal use software
and website development.

Cash and Cash Equivalents

Our cash and cash equivalents include cash and liquid financial instruments, consisting of money market
funds, which are readily accessible mutual funds that invest in high-quality, short-term debt, and time
deposit investments, with original maturities of three months or less when purchased.

Restricted cash

Restricted cash primarily consists of funds held as guarantees in connection with corporate leases and
funds held in escrow accounts in the event of default on corporate credit card statements. The carrying
value of restricted cash approximates its fair value. As of December 31, 2019 and December 31, 2020,
restricted cash was €2.4 million and €2.4 million, respectively. From the total balance as of December 31,
2020, €2.3 million is classified as other long-term assets based on the expected dates the restricted cash
will be refunded or made available to the Company.

Accounts receivable

Accounts receivable are generally due within 10 to 90 days and are recorded net of an allowance for
expected uncollectible amounts. We consider accounts outstanding longer than the contractual payment
terms as past due. The risk characteristics we generally review when analyzing our accounts receivable
pools primarily include the type of receivable, collection terms and historical or expected credit loss
patterns. For each pool, we make estimates for the allowance based on the current expected credit loss
("CECL") methodology by considering a number of factors, including the length of time trade accounts
receivable are past due, previous loss history continually updated for new collections data, the credit
quality of our customers, current economic conditions, reasonable and supportable forecasts of future
economic conditions and other factors that may affect our ability to collect from customers. The provision
for estimated credit losses is recorded as general and administrative in our consolidated statement of
operations. As disclosed in Note 18: Valuation and qualifying accounts, for the year ended December 31,
2020, we recorded approximately €0.7 million of incremental allowance for expected uncollectible
amounts, including estimated future losses in consideration of the impact of COVID-19 pandemic on the
economy and the Company, partially offset by €0.4 million of write-offs. Actual future bad debt could differ
materially from this estimate resulting from changes in our assumptions of the duration and severity of the
impact of the COVID-19 pandemic.

F-14

Short-term investments

Our short-term investments consist of time deposit and term deposit accounts with original maturities of
more than three but fewer than 12 months.

Property and equipment, net including software and website capitalization

We record property and equipment at cost, net of accumulated depreciation and amortization. We
compute depreciation using the straight-line method over the estimated useful lives of the assets, which is
generally three to eight years for computer equipment, capitalized software and software development
cost and furniture and other equipment. We amortize leasehold improvements using the straight-line
method, over the shorter of the estimated useful life of the improvement or the remaining term of the
lease.

Certain direct development costs associated with website and internal-use software are capitalized during
the application development stage. Capitalized costs include external direct costs of services and payroll
costs (including share-based compensation). The payroll costs are for employees devoting time to the
software development projects principally related to website and mobile app development, including
support systems, software coding, designing system interfaces and installation and testing of the
software. These costs are recorded as property and equipment and are generally amortized over a period
of three years beginning when the asset is ready for use. Costs incurred that are expected to result in
additional features or functionality are capitalized and amortized over the estimated useful life of the
enhancements, which is generally a period of three years. Costs incurred during the preliminary project
stage, as well as maintenance and training costs, are expensed as incurred.

Certain acquired software licenses and implementation costs are capitalized during the implementation
stage. Capitalized costs include the license fee, external direct costs of services provided in regards to
the implementation and customization of the software, and internal payroll costs for employees involved
with the implementation process. These costs are recorded as property and equipment and are amortized
over the license term when the asset is ready for use. Costs incurred during the preliminary project stage,
as well as maintenance and training costs, are expensed as incurred.

Leases - prior to adoption of new accounting guidance

Prior to our adoption of the new accounting guidance for leasing arrangements at January 1, 2019, we
recognized rent expense on a straight-line basis over the lease period of our operating leases. Any lease
incentives were recognized as reductions of rental expense on a straight-line basis over the term of the
lease. The lease term began on the date we become legally obligated for the rent payments or when we
take possession of the office space, whichever is earlier. Additionally, payments received for our
subleases for unoccupied leased office space were recognized on a straight-line basis over the term of
the sublease.

We were deemed to be the accounting owner of our corporate headquarters during the construction
period under build-to-suit lease accounting guidance and established assets and liabilities for the
estimated construction costs incurred. At date of our move-in in June 2018, it was determined that the
sale-leaseback guidance was not met, resulting in our accounting for the lease as a financing obligation
until December 31, 2018.

During 2018, we bifurcated our lease payments relating to the premises into a portion allocated to the
building (a reduction of the financing obligation) and a portion allocated to the land on which the building
was constructed, which was treated as an operating lease that commenced in July 2015. For the year
ended December 31, 2018, we recorded €1.8 million of land rent expense in connection with this lease.
Before move-in, the non-cash land expense was classified entirely as general and administrative
expense, and afterwards, it was allocated to all of our operating costs. Depreciation on the building
commenced upon construction completion, resulting in €1.6 million of depreciation expense for the year
ended December 31, 2018, of which the majority was recorded as technology and content expense.

F-15

Leases - subsequent to adoption of new accounting guidance

We determine if an arrangement is a lease at inception. Operating leases are primarily for office space
and, as of January 1, 2019 with the adoption of the new guidance for leasing arrangements, are included
in Operating lease right-of-use ("ROU") assets and operating lease liabilities on our consolidated balance
sheets. ROU assets represent our right to use an underlying asset for the lease term and lease liabilities
represent our obligation to make lease payments arising from the lease. Operating lease ROU assets and
lease liabilities are recognized at commencement date based on the present value of lease payments
over the lease term. The Company uses its estimated incremental borrowing rate as the discount rate in
measuring the present value of lease payments given the rate implicit in our leases is not typically readily
determinable. Estimating the incremental borrowing rate requires assessing a number of inputs including
an estimated synthetic credit rating, collateral adjustments and interest rates. The operating lease ROU
asset is comprised of the initial operating lease liability, adjusted for any prepaid or deferred rent
payments, unamortized initial direct costs, and lease incentives received. Our lease terms include options
to extend or terminate the lease when it is reasonably certain that we will exercise that option. Lease
expense for lease payments is recognized on a straight-line basis over the lease term.

Payments under our operating leases are primarily fixed, however, certain of our operating lease
agreements include rental payments which are adjusted periodically for inflation. We recognize these
costs as variable lease costs on our consolidated statement of operations, which were not material during
the years ended December 31, 2019 and 2020.

For operating leases with a term of one year or less, we have elected to not recognize a lease liability or
ROU asset on our consolidated balance sheet. Instead, we recognize the lease payments as expense on
a straight-line basis over the lease term. Short-term lease costs are immaterial to our consolidated
statements of operations and cash flows.

We have lease agreements with insignificant non-lease components and have elected the practical
expedient to combine and account for lease and non-lease components as a single lease component.

Additionally, we have entered into subleases for unoccupied leased office space. We recognize sublease
payments on a straight-line basis over the term of the sublease.

Upon adoption of the new accounting guidance for leasing arrangements at January 1, 2019, our campus
building lease is classified as an operating lease and treated the same as all other such leases.

Business combinations

We assign the value of the consideration transferred to acquire a business to the tangible assets and
identifiable intangible assets acquired and liabilities assumed on the basis of their fair values at the date
of acquisition. Any excess purchase price over the fair value of the net tangible and intangible assets
acquired is allocated to goodwill. When determining the fair values of assets acquired and liabilities
assumed, management makes significant estimates and assumptions, especially with respect to
intangible assets. Critical estimates in valuing certain intangible assets include but are not limited to future
expected cash flows from customer relationships and discount rates. Management’s estimates of fair
value are based upon assumptions believed to be reasonable, but which are inherently uncertain and
unpredictable and, as a result, actual results may differ from estimates.

Recoverability of goodwill and indefinite-lived intangible assets

Goodwill: Goodwill is assigned to our three reporting units, which correspond to our three operating
segments, on the basis of their relative fair values. We assess goodwill for impairment annually as of
September 30, or more frequently, if events and circumstances indicate that an impairment may have
occurred. In the evaluation of goodwill for impairment, we typically first perform a qualitative assessment
to determine whether it is more likely than not that the fair value of each reporting unit is less than its
carrying amount, followed by performing a quantitative assessment by comparing the fair value of the

F-16

reporting unit to the carrying value, if necessary. Periodically, we may elect to bypass the initial qualitative
assessment and proceed directly to the quantitative goodwill impairment test. An impairment charge is
recorded based on the excess of the reporting unit's carrying amount over its fair value.

We believe the weighted use of discounted cash flows and market approach is the best method for
determining the fair value of our reporting units because these are the most common valuation
methodologies used within the travel and Internet industries; and the blended use of both models
compensates for the inherent risks associated with either model if used on a stand-alone basis.

In addition to measuring the fair value of our reporting units as described above, we consider the
combined fair values of our reporting units and corporate-level assets and liabilities in relation to the
Company’s total fair value of equity as of the assessment date, which assumes our fully diluted market
capitalization, using either the stock price on the valuation date or the average stock price over a range of
dates around the valuation date, plus an estimated acquisition premium which is based on observable
transactions of comparable companies.

Indefinite-lived intangible assets: In our evaluation of our indefinite-lived intangible assets, we typically
first perform a qualitative assessment to determine whether the fair value of the indefinite-lived intangible
assets is more likely than not impaired. If so, we perform a quantitative assessment and an impairment
charge is recorded for the excess of the carrying value of the indefinite-lived intangible assets over the fair
value. Periodically, we may elect to bypass the initial qualitative assessment and proceed directly to the
quantitative impairment test of indefinite-lived intangible assets. We base our measurement of the fair
value of our indefinite-lived intangible assets, which consist of trade name, trademarks and domain
names, on the relief-from-royalty method. This method assumes that the trade name and trademarks
have value to the extent that their owner is relieved of the obligation to pay royalties for the benefits
received from them.

Recoverability of intangible assets with definite lives and other long-lived assets

F-17

flows. Any impairment would be measured as the difference between the asset group’s carrying amount
and its estimated fair value.

Income taxes

Presentation of taxes in the statements of operations

We present taxes that we collect from advertisers and remit to government authorities on a net basis in
our consolidated statements of operations.

Foreign currency translation and transaction gains and losses

The consolidated financial statements have been prepared in euros, the reporting currency. Certain of our
operations outside of the Eurozone use the local currency as their functional currency. We translate
revenue and expense at average exchange rates during the period and assets and liabilities at the
exchange rates as of the consolidated balance sheet dates and include such foreign currency translation
gains and losses as a component of other comprehensive income. Due to the nature of our operations
and our corporate structure, we also have subsidiaries that have transactions in foreign currencies other
than their functional currency. We record transaction gains and losses in our consolidated statements of
operations related to the recurring remeasurement and settlement of such transactions.

Advertising expense

We incur advertising expense consisting of offline costs, including television and radio advertising, as well
as online advertising expense to promote our brands. A significant portion of traffic from users is directed
to our websites through our participation in display advertising campaigns on search engines, advertising
networks, affiliate websites and social networking sites. We consider traffic acquisition costs to be indirect
advertising fees. We expense the production costs associated with advertisements in the period in which
the advertisement first takes place. We expense the costs of communicating the advertisement (e.g.,

F-18

television airtime) as incurred each time the advertisement is shown. These costs are included in selling
and marketing expense in our consolidated statements of operations.

Share-based compensation

Share-based compensation expense relates to stock awards granted in connection with the Omnibus
Incentive Plan, as further discussed in Note 11 - Share-based awards and other equity instruments. For
the years ended December 31, 2019 and 2020, we had no awards classified as liabilities. Forfeitures are
accounted for in the period that the award is forfeited.

Share Options. The majority of our share options are service-based awards. We also grant awards that
contain performance conditions which vest upon achievement of certain company-based targets and
awards which contain market conditions which vest upon achievement of certain market-based targets, in
addition to containing service conditions. The fair value of share options accounted for as equity settled
transactions is measured at the grant date (or modification date, if applicable) using an appropriate
valuation model, including the Black-Scholes option pricing model and, for awards that contain market-
based vesting conditions, the Monte Carlo simulation pricing model. The majority of our share options
vest between one and three years.

Restricted Stock Units. We grant Restricted Stock Units ("RSUs"), which are stock awards entitling the
holder to shares of common stock as the award vests. For RSU awards with only service-based vesting
conditions, we measure the value of RSUs at fair value based on the number of shares granted and the
quoted price of our common stock at the date of grant. For RSU awards which contain market conditions,
we estimate the fair value using the Monte Carlo simulation model. The majority of our RSUs vest
between one and three years.

We amortize the fair value of service-based awards, net of actual forfeitures, as share-based
compensation expense over the vesting term on a straight-line basis.

Performance-Based Awards.

Awards with company-based performance conditions are assessed to determine the probability of the
award vesting. If assessed as probable, we record compensation expense for these awards over the total
performance and service period using the accelerated method. At each reporting period, we reassess the
probability of achieving the performance targets, which requires judgment. In the event that actual results
or updated estimates differ from our current estimates, the cumulative effect on current and prior periods
of those changes will be recorded in the period in which estimates are revised, or the change in estimate
will be applied prospectively depending on whether the change affects the estimate of total compensation
cost to be recognized. The ultimate number of shares issued and the related compensation expense
recognized will be based on a comparison of the final performance metrics to the specified targets.

For awards with market conditions, the probabilities of the actual number of awards expected to vest is
reflected in the grant date fair values. Compensation expense for these awards is recognized over the
service period using the accelerated method.

The valuation models used incorporate various assumptions including expected volatility of equity,
expected term and risk-free interest rates. The expected volatility is based on historical volatility of our
common stock. We use the simplified method in determining the term by using the midpoint between the
vesting date and the end of the contractual term. The simplified method was used as we do not have
sufficient relatable historical term data available. The share price assumption used in the model is based
on our publicly traded share price on the date of grant.

Estimates of fair value are not intended to predict actual future events or the value ultimately realized by
employees who receive these awards, and subsequent events are not indicative of the reasonableness of
our original estimates of fair value.

F-19

Reserves available for dividend distribution

We do not at present plan to pay cash dividends on our Class A shares. Under Dutch law, we may only
pay dividends to the extent that our shareholders’ equity (eigen vermogen) exceeds the sum of the paid-
up and called-up share capital plus the reserves required to be maintained under Dutch law or by our
articles of association (although we note that, presently, we are not required by our articles of association
to maintain reserves in addition to those which we must maintain under Dutch law). Subject only to such
restrictions, any future determination to pay dividends will be at the discretion of our management board
(in some instances, subject to approval by a Founder). In making a determination to pay dividends, the
management board must act in the interests of our company and its business, taking into account
relevant interests of our shareholders and other factors that our management board considers relevant,
including our results of operations, financial condition, and future prospects.

For the years ended December 31, 2019 and 2020, our reserves restricted for dividend distribution were
€190.7 million and €188.7 million, respectively.

Fair value recognition, measurement and disclosure

The carrying amounts of cash and cash equivalents, restricted cash and short-term investments reported
on our consolidated balance sheets approximate fair value as we maintain them with various high-quality
financial institutions. Our accounts receivable are short-term in nature and their carrying value generally
approximates fair value.

We disclose the fair value of our financial instruments based on the fair value hierarchy using the
following three categories:

Level 1 - Valuations based on quoted prices for identical assets and liabilities in active markets.

Level 2 - Valuations based on observable inputs other than quoted prices included in Level 1, such as
quoted prices for similar assets and liabilities in active markets, quoted prices for identical or similar
assets and liabilities in markets that are not active, or other inputs that are observable or can be
corroborated by observable market data.

Level 3 - Valuations based on unobservable inputs reflecting the Company’s own assumptions, consistent
with reasonably available assumptions made by other market participants. These valuations require
significant judgment.

Certain risks and concentration of credit risk

Our customer base includes primarily OTAs, hotel chains and independent hotels. We perform ongoing
credit evaluations of our customers and maintain allowances for potential credit losses. We generally do
not require collateral or other security from our customers. Expedia Group, our controlling shareholder,
and its affiliates represent 36%, 34% and 27% respectively, of revenues for the year ended December 31,
2018, 2019 and 2020 and 45% and 20% of total accounts receivable as of December 31, 2019 and 2020.
Booking Holdings and its affiliates represent 39%, 40% and 44%, respectively, of revenues for the years
ended December 31, 2018, 2019 and 2020 and 28% and 47%, respectively, of total accounts receivable
as of December 31, 2019 and 2020.

F-20

Contingent liabilities

From time to time, we may be involved in various claims and legal proceedings relating to claims arising
out of our operations, as discussed further in Note 15: Commitments and contingencies. Periodically, and
at year end, we review the status of all significant outstanding matters to assess the potential financial
exposure. When (i) it is probable that an asset has been impaired or a liability has been incurred and (ii)
the amount of the loss can be reasonably estimated, we record the estimated loss in our consolidated
statements of operations. We provide disclosure in the notes to the consolidated financial statements for
loss contingencies that do not meet both of these conditions if there is a reasonable possibility that a loss
may have been incurred that would be material to the financial statements. Significant judgment is
required to determine the probability that a liability has been incurred and whether such liability is
reasonably estimable. We base accruals made on the best information available at the time, which can be
highly subjective. The final outcome of these matters could vary significantly from the amounts included in
the accompanying consolidated financial statements.

Adoption of new accounting pronouncements

Measurement of Credit Losses on Financial Instruments. In June 2016, the Financial Accounting
Standards Board Accounting ("FASB") issued Accounting Standards Update ("ASU") 2016-13 which
created Accounting Standard Codification ("ASC") Topic 326 Financial Instruments—Credit Losses. Along
with subsequent updates and improvements, the ASU changes the guidance related to the measurement
of credit losses for financial assets measured at amortized cost, including accounts receivable and
available-for-sale debt securities. The new guidance replaces the existing incurred loss impairment model
with the current expected credit loss methodology, which will result in more timely recognition of credit
losses. We adopted ASC 326 using a modified retrospective method for all financial assets measured at
amortized cost. Results for reporting periods beginning on January 1, 2020 are presented under ASC 326
while prior period amounts continue to be reported in accordance with previously applicable GAAP. The
adoption of this new guidance did not have a material impact on our consolidated financial statements
and no cumulative-effect adjustment to retained earnings was made.

Fair Value Measurements. As of January 1, 2020, we have adopted ASU 2018-13, which is applicable to
all entities that are required under existing GAAP to make disclosures about recurring or nonrecurring fair
value measurements. The standard removes, modifies, and adds certain disclosure requirements in ASC
820, Fair Value Measurement. The adoption of this new guidance did not have a material impact to our
consolidated financial statements.

Cloud Computing Arrangements. As of January 1, 2020, we have prospectively adopted ASU 2018-15,
which provides additional guidance on the accounting for implementation costs incurred for a cloud
computing arrangement that is a service contract. The amendments in the standard align the
requirements for capitalizing implementation costs incurred in a hosting arrangement that is a service
contract with the requirements for capitalizing implementation costs incurred to develop or obtain internal-
use software (and hosting arrangements that include an internal use software license). Costs for
implementation activities in the application development stage are capitalized depending on the nature of
the costs, while costs incurred during the preliminary project and post implementation stages are
expensed as the activities are performed. The adoption of this new guidance did not have a material
impact to our consolidated financial statements.

Codification Improvements. In April 2019 and March 2020, the FASB issued ASU 2019-04 and ASU
2020-03, respectively, which did not prescribe any new accounting guidance, but instead made minor
improvements and clarifications on several different FASB ASC topics based on comments and
suggestions made by various stakeholders. The codification improvements applicable to us were adopted
effective immediately. The adoption of the new guidance did not have a material impact to our
consolidated financial statements.

F-21

Recent accounting pronouncements not yet adopted

Income Taxes. In December 2019, the FASB issued ASU 2019-12 which eliminates certain exceptions in
current guidance related to the approach for intraperiod tax allocation, the methodology for calculating
income taxes in an interim period, and the recognition of deferred tax liabilities for outside basis
differences. It also clarifies and simplifies other aspects of the accounting for income taxes. The new
standard is effective for fiscal years beginning after December 15, 2020, including interim periods within
those annual periods. Early adoption is permitted. We are in the process of evaluating the impact of
adopting this new guidance on our consolidated financial statements; however, we currently do not expect
a material impact.

Equity Method Investments. In January 2020, the FASB issued ASU 2020-01 which clarifies the
accounting for certain equity method investments. The new standard is effective for fiscal years beginning
after December 15, 2020, including interim periods within those annual periods. Early adoption is
permitted. We are in the process of evaluating the impact of adopting this new guidance on our
consolidated financial statements; however, we currently do not expect a material impact.

3. Acquisitions and divestitures

trivago Spain S.L.U. ("Palma") was a wholly-owned subsidiary of trivago. In the third quarter of 2020, we
entered into an agreement to sell 100% of our shares in Palma to a third-party buyer for cash
consideration of €1.3 million. The transaction closed in September 2020. As a result of the sale, we also
recorded an impairment loss of €0.5 million on property and equipment for the year ended December 31,
2020, which was recognized within our operating expenses on our consolidated statements of operations.

base7booking.com Sarl ("base7") is a wholly-owned subsidiary of trivago. In the fourth quarter of 2020,
we entered into an agreement to sell substantially all assets of base7 to a third-party buyer for cash
consideration of €0.8 million, subject to subsequent net working capital and subscription revenue
adjustments. The transaction closed in November 2020. We recognized a gain on sale of €0.5 million and
derecognized €0.3 million of goodwill associated with the disposal group for the year ended
December 31, 2020.

trivago owns 49.0% of myhotelshop GmbH ("myhotelshop"). This minority interest is recorded on the
consolidated balance sheets as an equity method investment. In December 2020, we entered into an
agreement to sell our minority interest in myhotelshop for a cash consideration of €70 thousand to its
majority shareholder, who is not a related party to trivago. One of the closing conditions of the agreement
was for myhotelshop to repay the outstanding shareholder loan to us. As of December 31, 2020, the
outstanding loan and accrued interest of €1.0 million with myhotelshop had been fully repaid. The
transaction had not closed as of December 31, 2020 as there were remaining closing conditions
outstanding. Due to the imminent closing of the transaction, we recognized an impairment loss of €1.1
million based on the difference between the consideration and the carrying amount of the minority
interest, and this amount has been included in Income from equity method investment for the year ended
December 31, 2020. We consider myhotelshop a related party for the years ended December 31, 2018,
2019 and 2020.

F-22

4. Fair value measurement

Financial assets measured at fair value on a recurring basis as of December 31, 2020 are classified using
the fair value hierarchy in the table below:

Total

Level 1

Level 2

(in thousands)

Assets

Cash equivalents:

Money market funds

Short-term investments:

Term deposits

Total

€

65,111 €

—

9,448

74,559 €

—

65,111 €

9,448

There were no financial assets measured at fair value on a recurring basis as of December 31, 2019.

We value our financial assets using quoted market prices or alternative pricing sources and models
utilizing market observable inputs.

Money market funds are valued at the closing price reported by the fund sponsor from an actively traded
exchange. These are included within cash equivalents as Level 1 measurements.

Term deposits with original maturity of more than three months but less than one year are valued at
amortized cost, which approximates fair value. These are included within short-term investments as Level
2 measurements.

5. Prepaid expenses and other current assets

(in thousands)

Prepaid advertising

Other prepaid expenses

Other assets

Total

6. Property and equipment, net

(in thousands)

Building and leasehold improvements

Capitalized software and software development costs

Computer equipment

Furniture and fixtures

Subtotal

Less: accumulated depreciation

Construction in process

Property and equipment, net

F-23

As of December 31,

2019

€

2,148 €

2,076

383

2020

2,297

4,132

4,009

€

4,607 €

10,438

As of December 31,

2019

€

17,844 €

22,713

18,215

8,361

67,133

33,995

2020

15,295

22,702

17,248

5,480

60,725

34,352

309

€

33,172 €

26,682

As of January 1, 2019, upon adoption of the new leasing standard ASC 842, our headquarters in
Düsseldorf, Germany is accounted for as an operating lease, and consequently the Operating lease right-
of-use ("ROU") assets and operating lease liabilities are recognized on our consolidated balance sheet
(see Note 2 - Significant accounting policies - Leases - subsequent to adoption of new accounting
guidance and Note 7 - Leases for further information).

We establish assets and liabilities for the present value of estimated future costs to return our new
headquarters and certain other leased facilities to their original condition under the authoritative
accounting guidance for asset retirement obligations. Such assets are depreciated over the useful live of
the underlying asset or the lease period and the recorded liabilities are accreted to the future value of the
estimated restoration costs. As of December 31, 2019 and 2020, an asset retirement obligation asset and
liability of €0.6 million and €0.3 million, respectively, is included within building and leasehold
improvements, gross of accumulated depreciation of €0.1 million and €0.04 million, respectively, for the
cost to decommission the physical space of our headquarters and our leased facilities. We have certain
operating lease agreements that require us to decommission physical space for which we have not yet
recorded an asset retirement obligation. Due to the uncertainty of specific decommissioning obligations
and related costs, we cannot reasonably estimate an asset retirement obligation for these properties and
we have not recorded a liability at this time for such properties.

As of December 31, 2019 and 2020, our internally developed capitalized software and acquired software
development costs, net of accumulated amortization, were €8.0 million and €7.2 million, respectively.

As of December 31, 2019 and 2020, our computer equipment costs, net of accumulated amortization,
were €5.3 million and €3.3 million, respectively.

7. Leases

We have operating leases for office space and office equipment. Our leases have remaining lease terms
of less than one year to 17 years, some of which include options to extend the leases for up to ten years,
and some of which include options to terminate the leases within one year.

Operating lease costs were €10.0 million and €8.2 million for the years ended December 31, 2019 and
2020. Under the lease accounting guidance in effect for the year ended December 31, 2018, rent
expense was €4.7 million. The Company also subleases office space under agreements which expire on
various dates through 2022. Sublease income from such agreements was €0.1 million, €1.0 million and
€0.9 million for the years ended December 31, 2018, 2019 and 2020.

Refer to Note 19 - Subsequent events for details of an event subsequent to December 31, 2020 that
impacts trivago's operating lease agreement for office space at the Company's headquarters in
Düsseldorf, Germany.

Supplemental information related to operating leases was as follows:

(in thousands)

Cash payments for operating leases

New operating lease assets obtained in exchange for operating lease liabilities

As of December 31,

2019

€

10,200 €

103,498 €

2020

5,225

417

F-24

Supplemental consolidated balance sheet information related to leases were as follows:

(in thousands)

Operating lease right-of-use assets

Current operating lease liabilities

Long-term operating lease liabilities

Total operating lease liabilities

Weighted average remaining lease term

Weighted average discount rate

Maturities of operating lease liabilities are as follows:

(in thousands)

2021

2022

2023

2024

2025

2026 and thereafter

Total lease payments

Less: imputed interest

Total

As of December 31,

2019

2020

€

96,030

€

86,810

5,037

94,660

7,188

85,979

€

99,697

€

93,167

17.6 years

17.3 years

3.8 %

3.9 %

Year ended December 31,

€

2020

10,583

7,413

7,114

7,098

87,252

126,574

(33,407)

93,167

8. Goodwill and intangible assets, net

The following table presents our goodwill and intangible assets as of December 31, 2019 and 2020:

(in thousands)

Goodwill

Intangible assets with definite lives, net

Intangible assets with indefinite lives

Total

Impairment Assessments

As of December 31,

2019

2020

€

490,590 €

282,664

379

169,545

€

660,514 €

452,214

As a reaction to the continued deterioration of our business due to the COVID-19 pandemic, we
performed quantitative goodwill impairment assessments in the first quarter 2020 interim period and for
our annual impairment test as of September 30, 2020 in order to analyze the expected economic and
financial impacts on our business. During the assessments, we compared the fair value of our reporting
units to their carrying value. The fair value estimates for all reporting units were based on a blended
analysis of the present value of future discounted cash flows and market value approach. The significant
estimates used in the discounted cash flows model included our weighted average cost of capital,
revenue growth rates, profitability of our business and long-term rate of growth. Our assumptions were

F-25

based on the anticipated duration of COVID-19 impacts and rates of recovery, and implied risk premiums
based on our market capitalization and factors specific to each reporting unit as of the assessment dates.
Our significant estimates in the market approach model included identifying similar companies with
comparable business factors such as size, growth, profitability, risk and return on investment, assessing
comparable revenue and earnings multiples and the control premium applied in estimating the fair values
of the reporting units.

As a result of our interim quantitative goodwill impairment assessment in the first quarter of 2020, we
recorded goodwill impairment charges of €17.6 million, €107.5 million and €82.5 million, in the Developed
Europe, Americas and Rest of World reporting units, respectively.

We did not record any impairment charge as a result of the annual assessment as the fair value of the
reporting units were assessed to be higher than their carrying values.

A longer than expected COVID-19 recovery period or slower than anticipated recovery rates could result
in an impairment or, in the period in which an impairment is recognized, could result in a materially
different impairment charge.

Goodwill

The following table presents the changes in goodwill by reporting segment:

(in thousands)

Balance as of January 1, 2019

Foreign exchange translation

Balance as of December 31, 2019

Balance as of January 1, 2020

Foreign exchange translation

Impairment charge

Disposals

€

Developed
Europe

Americas

Rest of World

Total

215,283 €

192,729 €

82,517 €

490,529

215,310 €

192,753 €

82,527 €

490,590

215,310 €

192,753 €

82,527 €

490,590

(4)

(17,568)

(107,516)

(82,534)

(207,618)

(222)

(95)

—

(317)

Balance as of December 31, 2020

€

197,516 €

85,148 €

0 €

282,664

As of December 31, 2019, we had no accumulated impairment losses for goodwill. As of December 31,
2020, we had accumulated impairment losses for goodwill of €207.6 million.

Indefinite-lived Intangible Assets

Our indefinite-lived intangible assets relate principally to trade names, trademarks and domain names.
Concurrently with our goodwill impairment assessments, we also performed quantitative impairment
assessments for our indefinite-lived intangible assets. We did not record any impairment losses as a
result of these assessments.

As of December 31, 2019 and December 31, 2020, we had no accumulated impairment losses for
indefinite-lived intangible assets.

F-26

Intangible Assets with Definite Lives

The following table presents the components of our intangible assets with definite lives as of
December 31, 2019 and 2020:

(in thousands)

Cost

December 31, 2019
(Accumulated
Amortization)

Net

Cost

December 31, 2020
(Accumulated
Amortization)

Net

Customer relationships

€

34 €

(27) €

7 €

— €

Partner relationships

Technology

Non-compete agreement

34,254

60,145

10,800

(34,246)

(60,071)

(10,510)

290

34,220

59,789

10,800

(34,220)

(59,784)

(10,800)

Total

€ 105,233 €

(104,854) €

379 € 104,809 €

(104,804) €

—

Amortization expense was €1.7 million for the year ended December 31, 2018, €1.7 million for the year
ended December 31, 2019 and €0.4 million for the year ended December 31, 2020. The estimated future
amortization expense related to intangible assets with definite lives as of December 31, 2020, assuming
no subsequent impairment of the underlying assets, is €1 thousand for each of the five succeeding fiscal
years.

9. Restructuring

During the second quarter of 2020, we announced a restructuring of our organization in order to adjust to
the new economic situation due to the COVID-19 pandemic. We decided to consolidate our office
locations and to reduce our headcount significantly, in order to shape a leaner organization, enabling us
to prepare for the expected market recovery and achieve our long-term profit recovery plan.

During 2020, the Company recorded €6.2 million of charges associated with the restructuring activity. The
charges were comprised of €1.8 million being recorded in selling and marketing expense, €2.9 million in
technology and content expense and €1.5 million in general and administrative expense. Charges
recorded in cost of revenue were insignificant.

As of December 31, 2020, €0.2 million of total restructuring charges related to employee related costs
remain in accrued expenses and other liabilities in the consolidated balance sheets. We expect these
costs to be fully paid, and no further charges to be incurred, during 2021.

The following table presents the development of our restructuring liability for the year ended December
31, 2020.

(in thousands)
Liability as of January 1, 2020
2020 restructuring charges
Cash payments
Non-cash charges
Liability as of December 31, 2020

Employee related costs

€

—

6,235

(6,063)

—

172

The charges incurred in connection with the restructuring activity mainly consists of severance and benefit
charges.

F-27

10. Debt-credit facility

We maintain a €50.0 million uncommitted credit facility with an interest rate of LIBOR, floored at zero, plus
1% per annum, which is guaranteed by Expedia Group, that may be terminated at any time by the lender.
As of December 31, 2020, we had no borrowings outstanding on the consolidated balance sheet. Refer to
Note 19 - Subsequent events for details of an event subsequent to December 31, 2020 that impacts the
uncommitted credit facility.

11. Share-based awards and other equity instruments
2016 Omnibus Incentive Plan

Awards include options, performance-based stock options share appreciation rights, restricted stock units,
performance-based stock units and other share-based and cash-based awards. Awards may be settled in
stock or cash. The option exercise price for options under the 2016 Plan can be less than the fair market
value of a Class A share as defined in the 2016 Plan on the relevant grant date. To the extent that listing
standards of the applicable exchange require the company’s shareholders to approve any repricing of
options, options may not be repriced without shareholder approval. Options and share appreciation rights
shall vest and become exercisable at such time and pursuant to such conditions as determined by the
plan committee and as may be specified in an individual grant agreement. The plan committee may at
any time accelerate the exercisability of any option or share appreciation right. Restricted shares may
vest based on continued service, attainment of performance goals or both continued service and
performance goals. The plan committee at any time may waive any of these vesting conditions.

Options and share appreciation rights will have a term of not more than ten years. The 2016 Plan has a
ten year term, although awards outstanding on the date the 2016 Plan terminates will not be affected by
the termination of the 2016 Plan.

During the years ended December 31, 2019 and 2020, 4,406,619 and 10,156,893 awards, respectively,
were granted under the 2016 Plan. We issue new shares to satisfy the exercise or settlement of share-
based awards.

F-28

Weighted
average
exercise
price

Remaining
contractual
life

Aggregate
intrinsic
value

(in €)

(In years)

The following table presents a summary of our share option activity:

Balance as of January 1, 2018
Granted
Exercised
Cancelled
Balance as of December 31, 2018
Granted
Exercised
Cancelled
Balance as of December 31, 2019

Granted

Exercised

Cancelled

Balance as of December 31, 2020

Exercisable as of December 31, 2020

Vested and expected to vest after
December 31, 2020

Options

17,108,574
4,944,430
531,410
828,196
20,693,398
3,932,498
1,218,560
2,233,623
21,173,713

8,550,753

1,405,583

1,971,734

26,347,149

14,204,833

26,347,149

5.66
3.99
0.30
6.23
5.54
0.06
0.17
6.93
4.79

0.06

4.28

3.29

5.01

3.29

The following table presents a summary of our restricted stock units (RSUs):

Balance as of January 1, 2018

Granted

Vested

Cancelled

Balance as of December 31, 2018

Granted

Vested

Cancelled

Balance as of December 31, 2019

Granted

Vested

Cancelled

Balance as of December 31, 2020

RSUs

—

57,806

—

57,806

474,121

38,262

8,000

485,665

1,606,140

245,687

221,657

1,624,461

F-29

(€ in thousands)
32,178
12,573
2,855
1,182
32,050
17,412
5,034
1,572
19,556

12,359

2,168

1,214

28,356

10,018

28,356

Weighted
Average
Grant Date
Fair Value

Remaining
contractual
life

(in €)

(in years)

—

3.88

—

3.88

4.25

3.88

5.29

4.22

1.13

4.30

2.43

1.39

The fair value of share awards granted during the years ended December 31, 2018, 2019 and 2020 were
estimated at the date of grant using appropriate valuation techniques, including the Black-Scholes and
Monte Carlo simulation pricing models, assuming the following weighted average assumptions:

Risk-free interest rate

Expected volatility

Expected life (in years)

Dividend yield

Year ended December 31,

2018

1.74 %

33 %

4.42

— %

2019

(0.56) %

50 %

4.50

— %

Weighted-average estimated fair value of options granted during
the year

€

2020

(0.20) %

60 %

4.12

— %

The Monte Carlo simulation model, which simulated the probabilities of the potential outcomes of future
stock prices of the Company over the performance period, was used to calculate the grant-date fair value
for awards with market conditions.

On October 22, 2020, a modification was made to the vesting conditions for market-based awards, which
impacted 3,580,049 awards granted to three grantees on March 11, 2020. As a result of the modification,
additional incremental compensation expense of €1.0 million will be amortized over the remaining service
period using the accelerated method.

During the years ended December 31, 2018, 2019 and 2020, we recognized total share-based
compensation expense of €20.7 million, €19.9 million and €15.1 million, respectively, which had no
related income tax benefit.

Cash received from share-based award exercises for the years ended December 31, 2018, 2019 and
2020 was €161 thousand, €202 thousand and €87 thousand, respectively.

As of December 31, 2020, there was approximately €14.5 million in unrecognized share-based
compensation expense related to unvested share-based awards subject to equity treatment, which is
expected to be recognized in expense over the weighted average period of 1.7 years.

F-30

12. Income taxes

The following table summarizes our income tax expense/(benefit):

(€ thousands)

Current income tax expense/(benefit):

Germany

Other countries

Current income tax expense/(benefit)

Deferred income tax expense/(benefit):

Germany

Other countries

Deferred income tax expense/(benefit)

Income tax expense/(benefit)

Year ended December 31,

2018

2019

2020

€

2,225 €

18,769 €

125

2,350

309

19,078

(1,264)

2,020

—

(116)

(1,264)

1,904

€

1,086 €

20,982 €

(362)

117

(245)

(8,165)

(84)

(8,249)

(8,494)

Reconciliation of German statutory income tax rate to effective income tax rate

The following table summarizes our income/(loss) before income taxes allocated to Germany and to other
countries:

(€ thousands)

Germany

Other countries

Income/(loss) before income taxes

Year ended December 31,

2018

2019

2020

€

(20,574) €

36,750 €

(252,859)

108

940

(274)

(20,466) €

37,690 €

(253,133)

A reconciliation of amounts computed by applying the German statutory income tax rate of 31.23% to
income/(loss) before income taxes to total income tax expense/(benefit) is as follows:

(€ thousands)

Income/(loss) before income taxes

Income tax expense at German tax rate

Foreign rate differential

Expected tax expense/(benefit)

Tax effect from:

Year ended December 31,

2018

2019

2020

€

(20,466) €

37,690 €

(253,133)

(6,391)

11,769

(79,041)

(5)

100

(6,396)

11,869

(79,001)

Non-deductible share-based compensation

6,465

6,211

Goodwill impairment

Prior period taxes

Movement in valuation allowance

Foreign withholding taxes

Movement in uncertain tax positions

Other differences

Income tax expense/(benefit)

—

(184)

813

—

292

—

2,857

(40)

4,708

64,829

454

305

188

€

1,086 €

20,982 €

(8,494)

F-31

The income tax expense/(benefit) is mainly driven by income/(loss) before income taxes of €(20.5) million,
€37.7 million and €(253.1) million for the years ended December 31, 2018, 2019 and 2020, respectively.
Our effective tax rate was (5.3)%, 55.7% and 3.4% in the years ended December 31, 2018, 2019 and
2020, respectively. Non-deductible share-based compensation of (pre-tax) €20.7 million, €19.9 million and
€15.1 million had an impact on the effective tax rates of (31.6)%, 16.5% and (1.9)% in the years ended
December 31, 2018, 2019 and 2020, respectively. In 2020, non-deductible impairment expenses on
goodwill of €207.6 million had an impact on the effective tax rate of (25.6)%. Additional details on the
movement in valuation allowance are included in the deferred income tax section below. Other differences
relate to one-off items during the year, such as non-deductible expenses which are individually
insignificant.

Uncertain tax positions

Uncertain tax positions as of December 31, 2019 and 2020 were as follows:

(€ thousands)

Balance, beginning of year

Increases to tax positions related to the current year

Increases to tax positions related to prior years

Interest and penalties

Balance, end of year

Tax audits

Year Ended December 31,

2019

€

— €

2,133

720

2020

2,857

—

€

2,857 €

2,871

The Company is subject to audit by federal, state, local and foreign income tax authorities. As of
December 31, 2020, the audit of tax returns from 2013 through 2015 for corporate and trade income tax
as well as value-added tax for trivago N.V. had been finalized. According to the statute of limitation, the
German tax authorities may initiate additional audits of tax returns for 2016 through 2020.

F-32

Deferred income taxes

At December 31, 2019 and 2020, the significant components of our deferred tax assets and deferred tax
liabilities were as follows:

(€ thousands)

Deferred tax assets:

Net operating loss and tax credit carryforwards

Prepaid expense and other current assets

Deferred rent

Property and equipment

Accrued expenses and other current liabilities

Intangible assets, net

Operating lease liability

Other long-term liabilities

Deferred tax assets (gross)

Less valuation allowance

Subtotal

Offsetting

Deferred tax assets

Deferred tax liabilities:

Intangible assets, net

Property and equipment

Operating lease right-of-use assets

Other

Subtotal

Offsetting

Deferred tax liabilities

Year Ended December 31,

2019

2020

€

429 €

3,723

116

147

253

31,130

311

36,110

(81)

36,029

11,840

1,335

—

28,132

115

41,449

(536)

40,913

(35,294)

(40,912)

735

53,021

2,980

29,985

235

86,221

52,928

2,875

27,106

179

83,088

(35,294)

(40,912)

€

50,927 €

42,176

At December 31, 2020, we had net operating loss carryforwards (“NOLs”) for a tax-effected amount of
approximately €11.8 million (in 2019: €0.4 million). The tax-effected NOL carryforwards increased by
€11.4 million from the amount recorded at December 31, 2019, primarily due to the current year losses at
the level of the trivago N.V.

trivago N.V. is a Dutch listed entity, however has its tax residency in Germany. In 2017, trivago N.V. and
trivago GmbH merged for tax purposes. This merger enabled trivago N.V. to offset its NOLs with any
future taxable profits. As a result, the €3.2 million previously unrecognized losses of trivago N.V. have
been recognized in 2017. All of this €3.2 million were utilized in 2017, 2018 and 2019. As of December 31,
2020, €11.3 million tax-effected NOLs are recognized for tax losses of trivago N.V., which also may be
carried forward indefinitely. As of December 31, 2020, deferred tax assets for €0.5 million of accumulated
tax loss carryforwards of domestic and foreign subsidiaries were not recognized as we have considered
these tax loss carryforwards as not realizable. Accordingly the valuation allowance increased by
€0.5 million from the amount recorded as of December 31, 2019 primarily due to the absence of potential
future taxable profits necessary to use tax loss carryforwards.

The amount of the deferred tax asset considered realizable, however, could be adjusted if estimates of
future taxable income during the carryforward period change, or if objective negative evidence in the form

F-33

of cumulative losses is no longer present and additional weight may be given to subjective evidence such
as our projections for growth.

The total cumulative amount of undistributed earnings related to investments in certain foreign
subsidiaries where the foreign subsidiary has or will invest undistributed earnings indefinitely was
€0.01 million at December 31, 2020 (in 2019: €0.1 million). In terms of undistributed earnings of domestic
investments, we have recognized deferred income taxes on taxable temporary difference of €0.01 million,
as only 5% refer to a taxable temporary difference under German tax law. Any capital gains on the sale of
participations would be 95% exempt under German tax law.

13. Stockholders' equity

As of December 31, 2020, we had ADSs representing 55,967,976 Class A shares and 298,187,967 Class
B shares outstanding. Each Class B share is convertible into one Class A share at any time by the holder.
During the years ended December 31, 2018, 2019 and 2020, 11,112,001, 7,000,000 and 3,500,000 Class
B shares were converted into Class A shares, respectively.

Class A and Class B common stock has a par value of €0.06 and €0.60, respectively. The holders of our
Class B shares, Expedia Group and Founders, are entitled to ten votes per share, and holders of our
Class A shares are entitled to one vote per share. All other terms and preferences of Class A and Class B
common stock are the same.

Reserves

Reserves primarily represents the effects of pushdown accounting applied due to the change in control in
2013 in addition to share premium as result of the corporate reorganization and IPO. See Note 1 -
Organization and basis of presentation. Further effects to the Reserves are due to the merger of trivago
GmbH with and into trivago N.V. in 2017, exercises of employee stock options, and the effect of the
Founders' conversion of Class B shares to Class A shares in 2018, 2019 and 2020.

Accumulated other comprehensive income/(loss)

Accumulated other comprehensive income/(loss) represents foreign currency translation adjustments for
our subsidiaries in foreign locations. As of December 31, 2020 we do not expect to reclassify any
amounts included in accumulated other comprehensive income/(loss) into earnings during the next 12
months.

Contribution from Parent

The beginning contribution from Parent balance represents the pushdown of share-based compensation
expense from Expedia Group.

14. Earnings per share

Basic and diluted earnings per share of Class A and Class B common stock is computed by dividing net
income/(loss) by the weighted average number of Class A and Class B common stock outstanding during
the same period. Diluted earnings per share is calculated using our weighted-average outstanding
common shares including the dilutive effect of stock awards as determined under the treasury stock
method.

F-34

The following table presents our basic and diluted earnings per share:

(€ thousands, except per share data)

2018

2019

2020

Year Ended December 31,

Numerator:

Net income/(loss)

Denominator:

Weighted average shares of Class A and
Class B common stock outstanding:

Basic

Diluted

Net income/(loss) per share:

Basic

Diluted

€

(21,489) €

17,161 €

(245,378)

350,852

351,991

356,738

353,338

€

(0.06) €

0.05 €

(0.69)

Diluted weighted average common shares outstanding in 2018 and 2020 does not include the effects of
the exercise of outstanding stock options and RSUs as the inclusion of these instruments would have
been anti-dilutive.

15. Commitments and contingencies
Purchase obligations

We have commitments and obligations which include purchase commitments, which could potentially
require our payment in the event of demands by third parties or contingent events. Commitments and
obligations as of December 31, 2020 were as follows:

(in thousands)

Purchase obligations

Total

Less than
1 year

1 to 3 years

3 to 5 years

More than
5 years

€

17,765 €

12,223 €

5,542 €

— €

—

By Period

Our purchase obligations represent the minimum obligations we have under agreements with certain of
our vendors. These minimum obligations are less than our projected use for those periods. Payments
may be more than the minimum obligations based on actual use.

Legal proceedings

F-35

June 7, 2021. Management recorded an estimate of the probable loss in connection with these
proceedings.

16. Related party transactions
Relationships with Expedia

We have commercial relationships with Expedia Group, Inc. and many of its affiliated brands, including
Brand Expedia, Hotels.com, Orbitz, Travelocity, Hotwire, Wotif, Vrbo and ebookers. These are
arrangements terminable at will or upon three to seven days’ prior notice by either party and on customary
commercial terms that enable Expedia Group’s brands to advertise on our platform, and we receive
payment for users we refer to them. We are also party to a letter agreement pursuant to which Expedia
Group refers traffic to us when a particular hotel or region is unavailable on the applicable Expedia Group
website. Related-party revenue from Expedia Group of €331.4 million, €281.8 million and €66.4 million for
the years ended December 31, 2018, 2019 and 2020, respectively, primarily consists of click-through fees
and other advertising services provided to Expedia Group and its subsidiaries. These amounts are
recorded at contract value, which we believe is a reasonable reflection of the value of the services
provided. Related-party revenue represented 36%, 34% and 27% of our total revenue for each of the
years ended December 31, 2018, 2019 and 2020, respectively.

For the years ended December 31, 2018, 2019 and 2020, our operating expenses include €0.8 million,
€0.8 million and €0.2 million, respectively, of related-party shared services fees and amounts related to
the services and support agreements detailed below.

The related party trade receivable balances with Expedia Group and its subsidiaries reflected in our
consolidated balance sheets as of December 31, 2019 and 2020 were €30.9 million and €2.9 million.

Guarantee

As of December 31, 2020, we had an uncommitted credit facility with Bank of America Merrill Lynch
International Ltd., one of the underwriters of our initial public offering, with a maximum principal amount of
€50.0 million. Advances under this facility bear interest at a rate of LIBOR, floored at zero, plus 1.0% per
annum. This facility may be terminated at any time by the lender. Our obligations under this facility are
guaranteed by Expedia Group. We did not utilize the credit facility during the years ended December 31,
2019 and 2020. Refer to Note 19 - Subsequent events for details on an event subsequent to
December 31, 2020 that impacts the uncommitted credit facility.

Services agreement

On May 1, 2013, we entered into an Assets Purchase Agreement, pursuant to which Expedia Group
purchased certain computer hardware and software from us, and a Data Hosting Services Agreement,
pursuant to which Expedia Group provides us with certain data hosting services relating to all of the
servers we use that are located within the United States. Either party may terminate the Data Hosting

F-36

Services Agreement upon 30 days’ prior written notice. For each of the years ended December 31, 2018
and 2019, we paid Expedia Group €59 thousand and €45 thousand, respectively, for these data hosting
services. During the year ended December 31, 2020, we did not utilize this service agreement.

Services and support agreement

On September 1, 2016, we entered into a Services and Support Agreement, pursuant to which Expedia
Group agreed to provide us with certain services in connection with localizing content on our websites,
such as translation services. Either party may terminate the Services and Support Agreement upon 90
days’ prior notice. For each of the years ended December 31, 2018, 2019 and 2020, we incurred €0.7
million, €0.8 million and €0.3 million, respectively, for these services and support services.

myhotelshop

Subsequent to the deconsolidation of myhotelshop in December 2017, myhotelshop remains a related
party to trivago. Related-party revenue from myhotelshop of €2.3 million, €2.8 million and €1.1 million for
the years ended December 31, 2018, 2019 and 2020, respectively, primarily consists of referral revenue.
Refer to Note 19 - Subsequent events for details on an event subsequent to December 31, 2020 that
impacts myhotelshop as a related party to trivago.

17. Segment information

We determined our operating segments based on how our chief operating decision makers manage our
business, make operating decisions and evaluate operating performance. Our primary operating metric is
Return on Advertising Spend, or ROAS, for each of our segments, which compares Referral Revenue to
Advertising Spend. ROAS includes the allocation of revenue by segment which is based on the location of
the website, or domain name, regardless of where the consumer resides. This is consistent with how
management monitors and runs the business.

Corporate and Eliminations also includes all corporate functions and expenses except for direct
advertising. In addition, we record amortization of intangible assets and any related impairment, share-
based compensation expense, restructuring and related reorganization charges, legal reserves,
occupancy tax and other taxes, and other items excluded from segment operating performance in
Corporate and Eliminations. Such amounts are detailed in our segment reconciliations below. The
following tables present our segment information for the years ended December 31, 2018, 2019 and
2020. As a significant portion of our property and equipment is not allocated to our operating segments
and depreciation is not included in our segment measure, we do not report the assets by segment as it
would not be meaningful. We do not regularly provide such information to our chief operating decision
makers.

F-37

(€ thousands)

Referral revenue

Subscription revenue

Other revenue

Total revenue

Advertising spend

ROAS contribution

Costs and expenses:

Year Ended December 31, 2018

Developed
Europe

Americas

Rest of
World

Corporate &
Eliminations

Total

€

378,919 €

315,966 €

204,937 €

— €

899,822

—

13,863

1,131

13,863

1,131

€

378,919 €

315,966 €

204,937 €

14,994 €

914,816

265,004

261,620

205,834

—

732,458

€

113,915 €

54,346 €

(897) €

14,994 €

182,358

Cost of revenue, including related party, excluding amortization
Other selling and marketing, including related party (1)
Technology and content, including related party

General and administrative, including related party

Amortization of intangible assets

Operating loss

Other income/(expense)

Interest expense

Other, net

Total other income/(expense), net

Loss before income taxes

Expense/(benefit) for income taxes

Loss before equity method investment

Income from equity method investment

Net loss

5,435

73,175

66,904

54,326

1,684

€

(19,166)

(1,839)

539

(1,300)

(20,466)

1,086

(21,552)

(21,489)

€

(1) Represents all other sales and marketing, excluding Advertising Spend, as Advertising Spend is tracked by reporting segment.

F-38

(€ thousands)

Referral revenue

Subscription revenue

Other revenue

Total revenue

Advertising spend

ROAS contribution

Costs and expenses:

Year Ended December 31, 2019

Developed
Europe

Americas

Rest of
World

Corporate &
Eliminations

Total

€

347,094 €

305,061 €

171,469 €

— €

823,624

—

12,152

2,841

12,152

2,841

€

347,094 €

305,061 €

171,469 €

14,993 €

838,617

230,291

233,949

152,465

—

616,705

€

116,803 €

71,112 €

19,004 €

14,993 €

221,912

Cost of revenue, including related party, excluding amortization
Other selling and marketing, including related party (1)
Technology and content, including related party

General and administrative, including related party

Amortization of intangible assets

Operating income

Other income/(expense)

Interest expense

Other, net

Total other income/(expense), net

Income before income taxes

Expense/(benefit) for income taxes

Income before equity method investment

Income from equity method investment

Net income

9,159

47,450

69,924

55,543

1,685

€

38,151

(33)

(428)

(461)

37,690

20,982

16,708

453

17,161

€

(1) Represents all other sales and marketing, excluding Advertising Spend, as Advertising Spend is tracked by reporting segment.

F-39

(€ thousands)

Referral revenue

Subscription revenue

Other revenue

Total revenue

Advertising spend

ROAS contribution

Costs and expenses:

Year Ended December 31, 2020

Developed
Europe

Americas

Rest of
World

Corporate &
Eliminations

Total

€

102,899 €

89,341 €

46,125 €

— €

238,365

—

7,657

2,899

7,657

2,899

€

102,899 €

89,341 €

46,125 €

10,556 €

248,921

60,784

56,979

32,211

—

149,974

€

42,115 €

32,362 €

13,914 €

10,556 €

98,947

Cost of revenue, including related party, excluding amortization
Other selling and marketing, including related party (1)
Technology and content, including related party

General and administrative, including related party

Amortization of intangible assets

Impairment of goodwill

Operating loss

Other income/(expense)

Interest expense

Other, net

Total other income/(expense), net

Loss before income taxes

Expense/(benefit) for income taxes

Loss before equity method investment

Loss from equity method investment

Net loss

10,133

28,281

64,258

40,935

373

207,618

€

(252,651)

(270)

(212)

(482)

(253,133)

(8,494)

€

(244,639)

(739)

€

(245,378)

(1) Represents all other sales and marketing, excluding Advertising Spend, as Advertising Spend is tracked by reporting segment.

Geographic information

The following table presents revenue by geographic area for the years ended December 31, 2018, 2019
and 2020. Referral revenue was allocated by country using the same methodology as the allocation of
segment revenue, while non-referral revenue was allocated based upon the location of the customer
using the service.

(in thousands)

Total revenues

United States

Germany

United Kingdom

Brazil
All other countries (1)

(1) Includes a portion of Corporate & Eliminations

Year ended December 31,
2018

2019

€

194,416 €

192,526 €

73,143

95,893

41,097

68,491

85,284

35,387

2020

57,406

27,491

26,637

12,440

510,267

456,929

124,947

€

914,816 €

838,617 €

248,921

F-40

The following table presents property and equipment, net for Germany and all other countries, as of
December 31, 2019 and 2020:

(€ thousands)

Property and equipment, net:

Germany

All other countries

Years ended December 31,

2019

2020

€

30,681 €

26,289

2,491

393

33,172 €

26,682

18. Valuation and qualifying accounts

The following table presents the changes in our valuation and qualifying accounts not disclosed
elsewhere in these financial statements.

(€ thousands)

2018

Balance at
Beginning of
Period

Charges to
Earnings

Deductions

Balance at
End of Period

Allowance for doubtful accounts

€

231 €

580 €

(561) €

250

2019

Allowance for doubtful accounts

2020

Allowance for expected credit losses

19. Subsequent events

250

754

656

(930)

(382)

348

After the date of the balance sheet through the date of issuance of these consolidated financial
statements, 3,625,000 Class B shares were converted into 3,625,000 Class A shares consistent with the
conversion ratio discussed in Note 13 - Stockholders' equity. Furthermore, 2,614,550 Class A shares were
issued as a result of options exercised and RSUs released.

On January 7, 2021, our €50.0 million uncommitted credit facility with Bank of America Merrill Lynch
International Ltd. was cancelled by the lender.

On January 12, 2021, we acquired 100% of weekengo GmbH ("Weekengo") shares and the related
domain for €7.4 million cash consideration pursuant to an agreement dated December 23, 2020.
Weekengo is a company based in Germany that operates the online travel search website
“weekend.com”, which specializes in optimizing the delivery of search results for direct flights and hotel
packages with a short-trip focus. A portion of the purchase consideration amounting to €3.0 million was
paid in December 2020 as partial fulfillment of closing conditions, and this amount has been included in
prepaid expenses and other current assets on the consolidated balance sheets as of December 31, 2020.

The acquisition qualifies as a business combination and will be accounted for using the acquisition
method of accounting. Due to the close proximity of the acquisition date and the filing of our annual report
on Form 20-F for the year ended December 31, 2020, the initial accounting for the business combination
is incomplete, and therefore it is impracticable for us to provide the amounts recognized as of the
acquisition date for assets acquired, liabilities assumed and goodwill. If Weekengo had been included in
the consolidated results of the Company for the entire years ended December 31, 2019 and
December 31, 2020, the unaudited proforma consolidated revenue of the combined entity would have
increased by €0.5 million and €0.4 million, respectively. It is impracticable for us to provide pro forma
earnings of the combined entity at this time.

F-41

The sale of our minority interest in myhotelshop closed on January 28, 2021. As a result of the conclusion
of the sale, we derecognized the remaining equity method investment of €70 thousand on our
consolidated balance sheet and we will no longer consider myhotelshop a related party.

On January 29, 2021, we entered into an amendment to the operating lease agreement for office space in
our corporate headquarters, whereby the landlord agreed to grant us partial termination of the lease
related to certain floor spaces from January 1, 2021 for a penalty of €6.7 million, and from May 31, 2023
for a penalty of €2.3 million. The amendment will be treated as a modification to the existing lease
agreement with an effective date of January 29, 2021 and the termination penalties will be expensed over
the remaining lease term. As part of the amendment, we will receive €7.6 million from the landlord as
compensation for the transfer of long-lived assets related to the terminated floor space and €2.6 million as
settlement of prior claims for defects in the leased office space. As a result of this lease modification, we
will record a significant decrease in the carrying amounts of right-of-use assets and related operating
lease liabilities that is expected to result in a gain or loss.

In January 2021, we entered into a marketing sponsorship agreement, which includes a commitment of
approximately €23.2 million for the next three years in return for various marketing rights beginning July 1,
2021. The first contractual installment of €4.0 million was paid in January 2021.

On March 2, 2021, our supervisory board amended the trivago N.V. 2016 Omnibus Incentive Plan to
increase the maximum number of Class A shares available for issuance from 34,711,009 to 59,635,698
Class A shares.

F-42

Investor Relations
ir.trivago.com

trivago Headquarters
trivago N.V.
Kesselstraße 5–7
40221 Dusseldorf
Germany