A TripAdvisor spokesman says TripAdvisor will focus more on digital and integrated marketing and rely less on a TV-driven approach.

The company, which reported spending $544 million on advertising last year, wants to build a loyal community of consumers who will use its channels for booking and recommendations and not go through competitors like Google and Airbnb.

“There is an effect of Google and other search engines moving more and more into the travel space and that's a bit of a hotel headwind we called out,” said TripAdvisor CEO Stephen Kaufer on a recent earnings call with analysts.

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