July 27, 2016
Why TripAdvisor is becoming the Facebook of online travel
Thanks to its plethora of customer data and customer reviews/opinions, TripAdvisor has much higher user stickiness than OTAs.Read more
As Google is “rearranging” where traffic flows, providing more space for its own Google products to the detriment of others, Priceline sees its Kayak acquisition to reduce dependence on Google.
Priceline’s pending $1.8 billion acquisition of Kayak amounts, in part, to some Google insurance for Priceline.
Priceline is one of Google’s largest search engine marketing customers, and Priceline CEO Jeffery Boyd, speaking at the PhoCusWright conference November 15, stated the obvious when he pointed out that Google is a “very important” channel to the online travel agency.
In fact, Priceline shelled out $375.2 million for online advertising in the third quarter, and another $52.9 million for sales and marketing.
Get the full story at Skift
Visit our sponsors: