September 19, 2017
New Expedia CEO has a hard act to follow
Everyone at Expedia says Okerstrom will carry the company in the same direction it’s been going. But Expedia’s fleet of websites doesn’t have open waters ahead of it.Read more
The softness in pricing in TripAdvisor’s hotel auction, along with a greater-than expected shift of consumers perusing hotels to mobile devices, which monetize lower than desktop levels, led TripAdvisor to lower its click-based and transaction revenue growth expectations for 2017.
Even TripAdvisor officials don’t know exactly how to interpret the softness in the July hotel auctions, which can have some volatility - or they aren’t extensively elaborating and naming advertisers.
Asked whether the softness was TripAdvisor-specific or might be related to wider trends, CEO Steven Kaufer said the company doesn’t have insights into individual companies’ marketing-spend decisions, adding that he doesn’t believe the wrinkle was purely a TripAdvisor phenomenon.
He said TripAdvisor saw the softness in cost-per-click bidding globally - so not in one specific market or region - and that it wasn’t a consistent trend among a broad swath of clients. Kaufer said it is very possible that the weaker bidding might reverse itself.
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