TripAdvisor's New Metasearch Is Falling Short of Expectations
Skift Take
TripAdvisor may face a few hurdles in getting its hotel metasearch product and TV campaign going, but its competitors aren't under-estimating what TripAdvisor is capable of. R-E-S-P-E-C-T.
TripAdvisor expects to take the "hardest hit" of the year in the third quarter as it works the kinks out of its new hotel-metasearch product.
Meanwhile, TripAdvisor is in the "test re-test" phase of its first advertising campaign, which kicked off in nine test markets in June. The campaign appears to have been somewhat aborted, although TripAdvisor denies it.
TripAdvisor CFO Julie Bradley made these points as she provided an update on the company today at the UBS Best of Americas Conference in London.
As TripAdvisor has explained before, with hotel metasearch, which replaces users searching for hotels in individual pops-up windows, TripAdvisor
