… Increased competitive activity in the off-line (TV advertisements) brand marketing channel from Booking.com and TripAdvisor led to weaker growth in direct type-in traffic at Expedia in Q2. This means that users made fewer searches for Expedia on the Internet. Direct type-in traffic is the most efficient traffic for customer loyalty and profitability according to the company’s management.
… TripAdvisor’s transition to meta-display also took a toll on the traffic. TripAdvisor is an important source of traffic for online travel agencies (OTAs), who advertise on TripAdvisor affiliated websites to attract users. Earlier, advertisements on TripAdvisor appeared in pop-up windows every time a user clicked on show prices. Now, all the comparison based shopping including prices and availability take place on TripAdvisor’s website itself, sending fewer leads to advertisers. Expedia held up on its advertising spend on TripAdvisor in Q2 as it was wary of the new meta-search platform. Consequently the company lost considerable traffic.