trivago transforms meeting culture, collaboration, and travel with Atlassian’s AI-embedded Teamwork Collection

Challenge: As trivago – a leading global hotel search platform – grew and teams evolved, fragmentation between teams and tools, legacy technology, and inconsistent ways of working held them back. Teams were overwhelmed by meetings and struggled to collaborate, work efficiently, and scale their work. 

Solution: To modernize its practices and create one central platform, trivago is unifying teams with a System of Work implemented with Atlassian. Upgrading to Teamwork Collection helped improve collaboration and unlocked access to Loom’s video communication app and Rovo’s enterprise search and AI capabilities. 

Impact: With Teamwork Collection at the heart of its System of Work, trivago is replacing unnecessary meetings and long documents with quick Loom videos; transforming working sessions with Confluence whiteboards; and using Rovo to help employees find answers and take action in seconds.

Hotel? trivago. Teamwork? Atlassian.

trivago is one of the most successful European digital businesses to have scaled globally. In the highly competitive travel industry, speed, customer experience, and innovation are everything. These qualities often suffer as a business grows, but trivago set out to avoid the typical erosion of those strengths by improving structure, tooling, and teamwork. 

The company set a new goal: to be the fastest learning and executing company in the space, harness the best of AI to fuel productivity and innovations gains, and enable its talent base of 600+ to execute at the scale of 6,000.

To support this AI‑first ambition and modernize how teams work, trivago standardized on Atlassian’s Teamwork Collection for its entire workforce across tech and business teams, alongside Jira Service Management and Jira Product Discovery as part of the company’s broader Atlassian platform.

Improving their ways of working and systems is helping trivago:

• Connect teams across the company to improve and accelerate planning, communication, and delivery

• Shifted 340 hours of meeting into Loom content, make remaining meetings far more productive and effective, and turn long Confluence pages into short, digestible videos

• Connect Atlassian with more than nine third-party tools with Rovo, so people can work faster and smarter

• Transform brainstorming and collaboration with Confluence whiteboards, which automatically organizes ideas and turns them into tasks in Jira

trivago’s Atlassian Suite Administrator, Laura Bennett says, “Teams shouldn’t have to switch between multiple disconnected tools. By investing in creating a System of Work with Atlassian, we provide one central place for everything.”

Solving the deeper problems: meeting overload, silos, and knowledge sharing

trivago adopted Jira and Confluence in the early 2000s and relied on these apps to move their business forward. But over time, Laura says cracks appeared in their ways of working.

In an internal survey, employees reported that meetings were their top distraction. Status updates, small decisions, and quick demos routinely turned into long meetings with too many people. Team members would use sticky notes on walls and take photos to transcribe notes later: a tedious, error‑prone process that made it hard to take action. Altogether, these practices slowed down progress, disrupted focus, and were difficult to scale.

After meetings, facilitators would add notes to Confluence, where Laura says employees “document absolutely everything.” But the abundance of long-form pages were rarely used again.

Meanwhile, critical knowledge also lived in trivago’s other tools – Google Drive, Slack, Microsoft apps, and more – preventing team members from quickly finding what they needed and collaborating across teams. This fragmentation drove up costs, eroded visibility, and impeded efficiency and standardization.

At the same time, trivago was rapidly scaling its AI program, but most of its AI tools were still disconnected from day‑to‑day work. Teams needed:

• A unified platform powered by AI that's accessible to everyone

• A way to make documentation and meetings more efficient, usable, and actionable

• Search and automation that could reach across their toolset, securely and intelligently

It was time for trivago to rethink both their processes and platforms.

How one joke about improving internal communications led to serious company‑wide change

When trivago’s leaders joked that they wanted a “corporate TikTok” (short, engaging content), they weren’t trying to launch the next social network. They needed to solve these deeper challenges. The way work happened inside the company no longer aligned with the way people communicated and made decisions in the modern workplace.

After seeing a demo of Loom, Laura was convinced it was exactly what they were looking for. She says, “Previously we only had tools for taking and annotating screenshots, but nothing that offered quick video creation and easy sharing. Loom met both needs perfectly.”

Because trivago already relied on Jira and Confluence, they could bring together those apps while adding Loom and Rovo – all for much less than purchasing Loom as a standalone app. “We knew Loom would be a huge quality-of-life improvement. When we saw Loom as part of Teamwork Collection, we were just blown away by what we could get for a fraction of the cost,” Laura recalls.

Since trivago had already migrated to Atlassian Cloud and was standardizing on the platform, the decision was simple. Investing in Teamwork Collection meant they would finally have one place to go for everything, plus a cost-effective way to add video communication and AI capabilities.

Transforming collaboration, meetings, and everyday work with Teamwork Collection

With Atlassian’s Teamwork Collection at the center of its System of Work, trivago is reshaping how teams communicate, collaborate, and make decisions every day.

Loom: the catalyst for a new meeting culture

trivago’s teams quickly embraced Loom as a way to transform when and how they meet. Instead of defaulting to meetings, employees now ask a simple question before sending an invite: “Could this be a Loom?”

Developers were some of the earliest champions, using Loom to record quick walkthroughs and unblock progress without having to collaborate in real time. Then, other teams saw how the app could support their own work by showing instead of (or in addition to) telling. They started using it for everything from basic status updates and demos, to walkthroughs of Confluence pages and Jira boards, to OKR check-ins – an area where it has been especially valuable. “What used to be an in-person walk through of OKR progress and contributions can now be pre-recorded in Loom. This allows us to focus meetings on decisions and escalations rather than status reporting, which has shortened our sessions and improved preparation,” Laura explains.

She adds, “With Loom as part of trivago’s Teamwork Collection, our teams have replaced unnecessary meetings and long Confluence pages with quick Loom videos – making communication faster, more engaging, and digestible. Teamwork Collection is helping us improve our meeting culture and transform the way we collaborate and communicate.”

Confluence whiteboards & Live Docs: Goodbye to sticky notes, hello to instant action

trivago teams leveled up their meetings even more with Confluence whiteboards. Instead of relying on physical whiteboards and sticky notes, employees use the feature to collaborate across locations and quickly cluster themes. They’ve simplified the process with Rovo too, using it to summarize outcomes, quickly turn ideas into Jira tickets, and make artifacts searchable.

Laura says, “Our retrospectives used to be manual and time‑consuming, with paper sticky notes and photos that made follow‑up difficult. With Confluence whiteboards and Rovo, we’re running digital retros that are easier to facilitate and turn into action quickly.”

Rovo: an AI teammate that helps employees work faster and smarter

trivago didn’t automatically choose Atlassian’s Rovo for AI. “We piloted several AI solutions. Rovo felt the most intuitive and made enterprise search fast and easy, even for people who don’t have prior AI experience,” Laura says. “Now we can securely connect all our teams and more than nine separate apps – including Slack, Microsoft tools, GitHub, Workday, and our Atlassian apps – so we can find what we need and take action in seconds.”

In trivago’s annual internal AI usage survey, up to 20% of employees across technical and product roles reported saving more than an hour each day. Tech and business teams alike are applying Rovo to improve a variety of workflows:

• Legal receive requests from [teams] and use an Agent for automatic summarizing and categorizing, saving more than 200 hours each year. 

• After campaign launches, Marketing uses Rovo to analyze and optimize performance.

• Product and Development lean on Rovo for help with documentation and coding for product launches and improvements.

Rovo complements trivago’s other AI investments, helping the company transition from simply improving existing processes with AI, to reimagining work with AI at the center. AI adoption across the organization has increased to 90% – an increase of more than 60% in two years. Product Manager & AI Ambassador Sahil Maniar adds, “AI at trivago is no longer an experiment on the side. It’s part of the engine – shaping decisions, scaling creativity, and helping us think bigger, not just move faster.”

Jira Product Discovery & Jira Service Management: managing requests, roadmaps, and even reading

trivago rounds out its Atlassian platform with Jira Product Discovery for prioritization and roadmapping, along with Jira Service Management for IT and enterprise service management. While technical teams were the first to use these apps within trivago, business teams have adopted them to simplify a variety of workflows:

• Employees use Confluence to browse the company library catalog, plus Assets in Jira Service Management to track books checked out.

• Product and Marketing brought together almost 100 collaborators for strategic planning and used Jira Product Discovery to capture and prioritize ideas.

• Facilities, HR, Global Procurement, and other teams use Jira Service Management to simplify request intake and approvals, while increasing visibility.

Booking confirmed: team-changing journey ahead

Bringing teams and tools together with Atlassian’s Teamwork Collection is already saving trivago thousands of hours and dollars each year, while helping teams take big steps toward reimagining the way they work for the next generation.

Looking ahead, trivago plans to:

• Scale Rovo usage, with a focus on solving real business problems, empowering teams, and unlocking new revenue streams

• Expand Jira and Jira Service Management into additional business teams, creating a central platform for requests and collaboration

• Connect strategy to execution with Jira Product Discovery and Atlassian Goals, so OKRs, roadmaps, and delivery all live in one place

For trivago’s teams, Atlassian is more than a collection of tools. It’s the backbone of a connected System of Work that's helping them share knowledge faster, make better decisions, and ultimately deliver the best experience for their customers. Laura says, “Connecting our teams and data with Teamwork Collection is saving us valuable time and money – a key enabler on our mission to help our customers do the same.”