Trivago Backs Down Over Santorini Smear Ad, Promising High-Level Talks to Repair Damage

11:39 4/7/2026 - Πηγή: iEfimerida

Global travel giant Trivago has pulled a controversial promotional video and issued a formal apology to Santorini's hotel industry after a fierce backlash over what local hospitality leaders condemned as defamatory and misleading advertising.

In an official

letter, Trivago's general legal counsel acknowledged that the social media campaign had conveyed a fundamentally flawed message — a rare public concession from one of the world's most prominent booking platforms.

The retraction came after the Santorini Hoteliers Association demanded immediate action to protect the island's reputation from what it described as marketing that actively misinforms travellers.

Trivago moved quickly to limit the damage, proactively proposing direct talks with the association.

A high-level video conference has been scheduled for next week, bringing together Trivago's Chief Executive Officer and Chief Marketing Officer Ms. Jasmine Ezz and the association's president, Antonis Pagonis.

Mr. Pagonis is expected to lay out concrete steps the platform can take to contribute to the accurate international promotion of Santorini, with both sides aiming to establish a more transparent marketing framework as the island navigates its peak summer season.

In a statement closing the immediate dispute, the Santorini Hoteliers Association issued a pointed message to international travel brands: truth, authenticity and respect for the island's tourism industry are non-negotiable.

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Global travel giant Trivago has pulled a controversial promotional video and issued a formal apology to Santorini's hotel industry after a fierce backlash over what local hospitality leaders condemned as defamatory and misleading advertising.

In an official letter, Trivago's general legal counsel acknowledged that the social media campaign had conveyed a fundamentally flawed message — a rare public concession from one of the world's most prominent booking platforms.

The retraction came after the Santorini Hoteliers Association demanded immediate action to protect the island's reputation from what it described as marketing that actively misinforms travellers.

Trivago moved quickly to limit the damage, proactively proposing direct talks with the association.

A high-level video conference has been scheduled for next week, bringing together Trivago's Chief Executive Officer and Chief Marketing Officer Ms. Jasmine Ezz and the association's president, Antonis Pagonis.

Mr. Pagonis is expected to lay out concrete steps the platform can take to contribute to the accurate international promotion of Santorini, with both sides aiming to establish a more transparent marketing framework as the island navigates its peak summer season.

In a statement closing the immediate dispute, the Santorini Hoteliers Association issued a pointed message to international travel brands: truth, authenticity and respect for the island's tourism industry are non-negotiable.

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Trivago Backs Down Over Santorini Smear Ad Promising High-Level Talks,Repair Damage