Articles tagged “advertising”

TripAdvisor Reduced Its Google Spend But Will Expand TV Advertising

TripAdvisor Reduced Its Google Spend But Will Expand TV Advertising

Dennis Schaal, Skift

Google officials aren't losing any sleep over TripAdvisor spending a few million dollars less on paid search, but TripAdvisor's pullback, as well as similar moves by other large travel players, symbolizes a changing advertising climate and a long-term challenge.

4 days ago

SAS New Emotional Video Takes the Prize for the Best Travel Ad of 2018

SAS New Emotional Video Takes the Prize for the Best Travel Ad of 2018

Rafat Ali, Skift

"Travelers will forget what we say in our ads, they will forget what we do with our promotions, but they will never forget how we make them feel."

1 week ago

Google’s New Hotel Search Is a Greater Threat to Booking Rivals

Google’s New Hotel Search Is a Greater Threat to Booking Rivals

Dennis Schaal, Skift

When it comes to Google and its hotels redesign, few things are all or nothing. TripAdvisor can worry that Google now has more traveler photos and reviews, but some of them are from TripAdvisor. Hotel websites and phone numbers get featured, but clicking on a book button brings customers to an online travel agency site. In travel, it's never winner take all.

2 weeks ago

TripAdvisor Is Debuting Tours and Activities TV Ads in the Sector’s Breakout Year

TripAdvisor Is Debuting Tours and Activities TV Ads in the Sector’s Breakout Year

Dennis Schaal, Skift

Both TripAdvisor and Booking.com are newly emphasizing tours and activities in their TV advertising. You can expect a lot more of this from myriad players in the years to come. There will be variations, though. While these two companies push mainstream, touristy attractions, Airbnb will likely highlight curated experiences, although that could change, as well.

1 month ago

Booking Holdings Tweaks Momondo’s Marketing Strategy

Booking Holdings Tweaks Momondo’s Marketing Strategy

Patrick Whyte, Skift

Well, well, well ... if Booking Holdings is cutting brand marketing spending, what does it mean for the Momondo name going forward?

2 months ago

Skift Forum Preview: TripAdvisor CEO Shrugs Off Advertising Slump as a Blip

Skift Forum Preview: TripAdvisor CEO Shrugs Off Advertising Slump as a Blip

Dennis Schaal, Skift

Here's an unorthodox thought in business: TripAdvisor CEO Steve Kaufer knows that the company's value proposition for its customers can remain strong even when the financials face difficulties every once in a while. That's a truism that sometimes gets lost when pundits focus merely on stock price variations.

2 months ago

This Is a Pivotal Moment for Booking Site Marketing Strategies

This Is a Pivotal Moment for Booking Site Marketing Strategies

Dennis Schaal, Skift

Suddenly those seemingly free-spending online travel agencies, which have made Google rich, are toning down their big-spending ways. Google shouldn't be too worried: Expedia and Booking Holdings are still spending billions of dollars on search-engine marketing, but they've just become a bit more stingy. And, they hope, wise.

3 months ago

Video: Sojern CEO Is Intensely Watching Amazon’s Rising Advertising Business

Video: Sojern CEO Is Intensely Watching Amazon’s Rising Advertising Business

Sean O'Neill, Skift

Amazon founder Jeff Bezos is the most interesting man in the world. Well, not really, but Sojern CEO Mark Rabe thinks Amazon's developing digital advertising business is the most interesting trend he's tracking. He could be right.

3 months ago

Is the Metasearch Model in Big Trouble?

Is the Metasearch Model in Big Trouble?

Dennis Schaal, Skift

Much of the metasearch business is beyond the control of the metasearch companies themselves because their largest advertisers can switch things up five minutes ago. Just ask Trivago, and to a lesser extent, TripAdvisor. The best they can hope to do is to diversify their advertiser base and to keep plugging away.

3 months ago

Trivago and Booking Slash U.S. TV Ad Spending

Trivago and Booking Slash U.S. TV Ad Spending

Dennis Schaal, Skift

Trivago and Booking.com have dramatically reduced their U.S. TV advertising. Trivago is doing so to try to stem losses, and Booking.com, which last year indicated it would lean into TV advertising, may be trying to tighten control of some marketing costs.

3 months ago

Expedia Marketing Spend Levels May Reflect a Changing Advertising Environment

Expedia Marketing Spend Levels May Reflect a Changing Advertising Environment

Dennis Schaal, Skift

Has the worm turned? Have Expedia and Booking.com found a way to trim the growth of their bloated advertising spend? That would not be great news for some advertising platforms, and would be a significant change in the way the largest players conduct their marketing operations.

4 months ago

Trivago Lays Off Staff in Strategy Shift to Emphasize Profitability Over Growth

Trivago Lays Off Staff in Strategy Shift to Emphasize Profitability Over Growth

Dennis Schaal, Skift

A lot of Trivago's problems, including an advertising diss from Booking Holdings, are beyond the company's control so it is doing what it can, namely reducing advertising spend and headcount in an attempt to get into the black. Speaking of Booking Holdings, Trivago may need a dot-com-like Priceline comeback to right the ship.

4 months ago