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. Get the full story at Skift