Articles tagged “advertising”

Tripadvisor Forecasts Experiences and Dining Will Eclipse Hotel Revenue in 2020

Tripadvisor Forecasts Experiences and Dining Will Eclipse Hotel Revenue in 2020

Dennis Schaal, Skift

When Tripadvisor first started diversifying away from its hotel-auction business several years ago, it was mostly aspirational because its experiences and dining businesses were relatively small. Now there is a bit of revenue meat on those bones. Still, meaningful profits will be slow going in this competitive climate.

4 days ago

Trivago Tests New Marketing Strategy and Products After ‘Rough’ Fourth Quarter

Trivago Tests New Marketing Strategy and Products After ‘Rough’ Fourth Quarter

Dennis Schaal, Skift

Trivago CEO Axel Hefer said the company will focus on those things it can control. But the issue for Trivago and some competitors is that there is so much they can't control, including Google's incursions, the rise of Airbnb, and the whims of major online travel agency advertisers when they cut their metasearch spend.

5 days ago

How Much Did Big Travel Companies Spend on TV Ads in 2019?

How Much Did Big Travel Companies Spend on TV Ads in 2019?

Dennis Schaal, Skift

Airlines, hotels, and booking sites have divergent reasons for leaning into or out of TV advertising. Attracting more direct bookers is always a goal, but sometimes competitive reasons, or the emergence of new platforms, skew the TV budgets.

1 month ago

Did Booking.com Swallow Kayak? No, It’s Just a Marketing Thing

Did Booking.com Swallow Kayak? No, It’s Just a Marketing Thing

Dennis Schaal, Skift

Booking.com may be a household name in Europe, but Kayak and OpenTable are far better known in the United States. Parent company Booking Holdings is touting the three companies' ties to advantage Booking.com in a way that might be a tad confusing to travel industry executives or NYU Hospitality students, but consumers could care less.

3 months ago

Booking Holdings Is Withdrawing From Google Vacation Rentals

Booking Holdings Is Withdrawing From Google Vacation Rentals

Dennis Schaal, Skift

Behind the scenes, there may be abundant reasons that Booking Holdings and Airbnb, for that matter, won't be dabbling in Google's vacation rentals business for the time being. Perhaps they are seeking to boost direct traffic or are unhappy with the economics and user experience. Expedia may be positioned to take some advantage.

4 months ago

Google Maps Poised to Be an $11 Billion Business in 4 Years

Google Maps Poised to Be an $11 Billion Business in 4 Years

Dennis Schaal, Skift

When you're Google, you can take more than a decade to hone a product such as Google Maps and attract more than a billion users without having to worry that it isn't making lots of money. But the monetization of Google Maps will soon start in earnest, and travel marketers, for the most part, will hustle to get in.

6 months ago

TripAdvisor Drops Outmoded Little Wiser Owl Character From Ads

TripAdvisor Drops Outmoded Little Wiser Owl Character From Ads

Dennis Schaal, Skift

TripAdvisor's new ad campaign is more hip than its usual fare. It also shows where its business is heading with hotel booking eventually having to share the limelight with tours and dining.

6 months ago

TripAdvisor Looks to Counter Google by Considering Loyalty Initiatives for First Time

TripAdvisor Looks to Counter Google by Considering Loyalty Initiatives for First Time

Dennis Schaal, Skift

A new loyalty program and a brand campaign to bolster direct traffic and user engagement are among the measures TripAdvisor is working on to counter the fact that Google is getting more stingy in providing free traffic. But TripAdvisor is also hoping — and anticipating — that U.S. regulators will step in.

6 months ago

Booking Holdings CEO Sees Greater Need for Urgency Under New Exec Structure

Booking Holdings CEO Sees Greater Need for Urgency Under New Exec Structure

Dennis Schaal, Skift

Booking Holdings, along with Expedia Group, have both had to deal with acquisitions and integrations that have been taking too long. Booking officials are undoubtedly frustrated with the pace of progress at OpenTable and Rentalcars.com. At Expedia Group, Vrbo has been a multiyear reclamation project. To the speedster go the spoils.

6 months ago

Trivago Could Kill Controversial Ad Feature That Caused Its Fortunes to Plummet

Trivago Could Kill Controversial Ad Feature That Caused Its Fortunes to Plummet

Dennis Schaal, Skift

Trivago is trying to make peace with its largest advertisers, especially the biggest, Booking Holdings. These peace overtures seem to be working for now, but metasearch and advertising can be very fickle things.

7 months ago

Momondo’s Viral Video Is a Piece of Kayak’s Brand Marketing Strategy

Momondo’s Viral Video Is a Piece of Kayak’s Brand Marketing Strategy

Dennis Schaal, Skift

When Booking Holdings acquired Momondo in 2017 to pair with fellow metasearch brand Kayak, officials said one of Momondo's core strengths was its brand marketing bonafides. The World Piece video works because it stirs emotions, and this type of dynamic can go a long way toward creating a relationship between consumers and brands.

7 months ago

Here Are Travel’s Big Winners in an Antitrust Crackdown on Big Tech

Here Are Travel’s Big Winners in an Antitrust Crackdown on Big Tech

Dennis Schaal, Skift

Some are too scared to say so publicly, but much of the travel industry would welcome a diminution of Google's vast market power. If a U.S. regulatory probe gets going against Big Tech, it is a very open question how far-reaching a remedy might be in the offing.

9 months ago