TripAdvisor turns to advertising to lift its sagging hotel business
Aug 09, 2017
The company will roughly double its advertising spend between July and September by spending more than $35 million then. The ads aim to persuade consumers to think of TripAdvisor’s name when looking to find the lowest rates on hotels.
The branding blitz comes in light of company’s need to turn around its hotel business, which drives a majority of its revenue despite the company’s efforts to diversify into other segments, such as restaurants, and tours and activities.
TripAdvisor’s branding effort comes after the company began to downplay its initiative to persuade customers to reserve hotels via its “instant booking” option instead of via its older price-comparison tool, which sends customers off to third-parties to complete bookings.
The ad blitz is partly designed to counteract weakness in its hotel booking business. The company has faced a challenge over several years in that its users, like the users of most consumer services, are switching from desktop to mobile phones.
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