Digital Booking Sites

A Year in the Life of Expedia’s Stock Price

Excerpt from NASDAQ.com

Jan 01, 2014 2:18 pm

Skift Take

Despite TripAdvisor and Priceline’s stronger positions, Expedia ended the year up higher than it started, helped especially by Travelocity’s concession this summer.

— Jason Clampet

Get the Latest Intelligence on the Travel Industry

… 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.

EXPE Chart

EXPE data by YCharts

Read the Complete Story →

Tags: ,

Next Up

More on Skift

Best Travel Ads This Week: A Course in Creativity
How Tech Changes Everything: Sabre Employees Live Tweeting Their IPO With Its Own Hashtag
Shangri-La’s New Lhasa Hotel Opens Near the Top of the Himalayas
Top 3 Destination ‘Must Haves’ for Chinese Travelers

We're the Moneyball of the Travel Industry

We know what's coming next in travel. Subscribe to the newsletter and get all the goodness in your inbox daily.