Hotwire’s Check-In: ASO Insights

August 29th, 2025

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

App competition is fierce, and user acquisition depends on strong positioning in the app marketplace. App Store Optimization (ASO) is at the core of driving app visibility, engagement, and creating opportunities for higher conversion rates. Hotwire is a long-standing brand in last-minute travel deals, but its app store presence reveals several opportunities for improvement. To understand how Hotwire can strengthen its position in the App Store, we will start by examining its metadata, including the app’s title and subtitle. These elements form the foundation of visibility and discoverability, and they are some of the first signals users encounter when deciding whether to explore the app further. From there, we will turn to Hotwire’s creative assets, comparing them against competitors like Trivago, to uncover where their app listing shines and how Hotwire can take notes on elements to apply to their own app listing.

THE IMPORTANCE OF METADATA IN ASO

App metadata refers to the title, subtitle, description, and keyword fields that define an app’s purpose to both the App Store algorithm and its users. Strong metadata strikes a balance between keyword optimization for search rankings and clarity for user understanding. An app title and subtitle should clearly display the value, functionality, and differentiators in a limited character space.

When examining Hotwire’s metadata, we can see that while the app presents useful information at first, it fails to fully leverage its app listing.

Hotwire’s App Title

The current title, “Hotwire: Last Minute Hotels,” delivers some clarity but also creates limitations. From a user's perspective, the title communicates that Hotwire specializes in hotel bookings, particularly for last-minute reservations. This is accurate, as Hotwire built its reputation on discounted, spontaneous travel options. However, the title does not fully represent the broader services that they offer.

Hotwire also provides rental car and flight deals, yet the title omits these key features. A user searching for “cheap car rentals” or “flight deals” may not recognize that Hotwire can meet those needs. This omission results in lost keyword opportunities that could improve their search visibility in the App Store.

Expanding the title slightly while staying within Apple’s 30-character limit could improve relevance and discoverability for the app. A more inclusive title could look like “Hotwire: Travel & Hotel Deals” 29/30 characters. This could help maintain clarity and include a “travel” keyword to potentially help boost their app visibility.

Hotwire’s App Subtitle

Hotwire’s subtitle is “Cheap hotel & Car Deals”. While this is informative, the app could use this space to mention all of its key features by including a mention of its “flight deals” feature. A suggested subtitle could look like “Save on cars, hotels, flights” 29/30 characters. This supports the suggested app title we mentioned above. This phrasing also helps to incorporate their key features while also including more keywords to give more opportunities to help the app appear in more search results.

Leveraging ASO Tools for Smarter Strategy

A strong app title and subtitle set the stage for visibility, but the real power of ASO comes from the data-driven refinement. Relying on instinct alone can leave valuable opportunities on the table.

When it comes to keyword research and choosing which terms to incorporate, ASO tools are crucial. ASO tools like DATACUBE allow brands to uncover high-value terms that reflect how users actually search. Instead of guessing what potential travelers type into the search bar of the App Store, Hotwire could use data to pinpoint trending terms such as “cheap flights,” “vacation packages,” or “last minute travel deals.” Finding relevant keywords that are high in volume can benefit your app’s discoverability.

Creative performance also benefits from these data-driven insights. With mobile app A/B testing, Hotwire could experiment with multiple versions of its app listing. From app metadata to app creatives, finding what performs best with their target audience will help them to make more precise decisions when they optimize next.

By combining keyword research and A/B testing, Hotwire would not only set its app up to broaden its visibility in search results but also potentially improve app downloads. The competitive travel category demands precision, and ASO tools provide the actionable intelligence needed to gain an edge.

HOTWIRE’S APP CREATIVES

App metadata draws users into the listing. But once they arrive, app creatives help to carry the responsibility of converting them into downloads. Screenshots, app preview videos, and icons can often be deciding factors for a user when they are comparing options in a crowded app marketplace.

Hotwire’s current creatives showcase three screenshots, which leaves room for seven more screenshots to be included in their listing. While their screenshots are clean, well-designed, and reflect some of the app’s key features, there is still plenty of room for growth in this area.

The existing screenshots contain small, condensed text that can be difficult to read. For users quickly browsing app listings, clarity and engaging designs are essential for screenshots. The more legible the text, and the more direct the messaging, the greater the opportunity for keeping a user from clicking away to a competitor in a similar category.

One screenshot features the statistic “Save up to 60%.” While this is compelling, the text is too small and understated. Enlarging the statistic, placing it a little more centrally, and pairing it with bold visuals could make this value proposition far more impactful.

Hotwire’s current screenshots also do not mention the brand name or logo; this can make the creatives feel a bit detached from the overall listing. Incorporating the app name along with compelling visuals could be a great first option for a first screenshot as an attention-grabbing technique. Screenshot 2 could go into the “Save up to 60%” statistic, then the rest of the app listing could break into the areas of travel that users can save on. For example, Hotwire could include screenshots for individual travel booking opportunities in hotels, cars, and flights could be beneficial while also helping to expand their creative assets to get closer to their 10 screenshot allotment. This is where A/B testing can make an impactful difference in strengthening an app’s listing. Testing out screenshot messaging, order, design variations, colors, fonts, and text size is a crucial step in finding what works best with your target audience.

COMPETITOR ANALYSIS: TRIVAGO

To understand Hotwire’s opportunities, it is valuable to compare its listing to one of its competitors. Trivago, another major player in the travel booking space, provides a strong benchmark.

Trivago’s title is “trivago: Compare hotel prices.” This is concise and clear, and shows users exactly what the app has to offer. Trivago’s subtitle, “5 million deals from top sites,” adds immediate value. It quantifies the app’s reach and establishes authority, showing users that they can access a wide variety of options through the platform. Having a number like “5 million” is also a huge attention grabber that stands out in a sea of text when a user is scrolling through apps. The title and subtitle together communicate functionality and scale within seconds, even before users view the description or screenshots.

Trivago’s creatives further strengthen its listing. All ten screenshot slots are used, with bold black text displayed against a bright, alternating background of fuchsia and orange. The contrast makes the text highly legible, while the simplicity of the statements ensure clarity. Each screenshot highlights one feature or benefit, such as price comparisons or booking options. Trivago also utilizes an app store video, which also helps boost the engagement factor in their app listing. While keeping their creatives simple, these simple standout elements in their creatives can help to snag a user's attention and could keep them on their listing long enough in order to encourage a download.

Hotwire can learn several lessons from this approach. Maximizing all screenshot slots is a great way to use each piece of your App Store real estate to its fullest potential. Their text could be bold and larger in order to make it easier to read. Each screenshot should serve a specific purpose rather than cramming multiple messages into one image.

FINAL THOUGHTS

Hotwire is a trusted name in travel, but in a highly competitive app space, even established apps must refine their App Store presence. While their current title, subtitle, and creatives communicate value, they do not fully capture the full extent of Hotwire’s services. There is a missed opportunity for keyword inclusion and engaging creatives. Competitors like Trivago demonstrate how maximizing app metadata and creatives can result in a clear, engaging, and effective listing.

For Hotwire, the next step lies in strategic ASO improvements. By refining metadata, expanding keyword strategies, enhancing visuals and design elements, and embracing A/B testing, Hotwire could significantly improve their overall app listing.

LET’S CHAT!

Optimizing an app’s store listing requires a data-driven approach. If your app needs help elevating its metadata or app creatives, Gummicube’s ASO Services are here to help. From refining your title and subtitle to enhancing your app’s screenshots, our data-backed strategies are here to create opportunities for growth. Reach out today to explore how ASO can strengthen your app’s presence and boost overall performance.