To a small group of travel industry professionals the name Travora was exciting for a few months. For everyone else, this name change means little.
Despite challenges as the advertising industry changed, the Travora advertising network had a decent business going on for awhile, but wild spending and awful strategic decisions led to the dismal outcome.
Travora management ran the company into the ground, and its consumer sites languished and will die.
The story of Travora is the story of what happens to mismanaged overfunded startups in a complex space as the market turns on them.
Travora's shift into publishing on its own follows media/advertising trends, but its disappointing results in mobile and downsizing may foreshadow new challenges ahead.
Travora enters a crowded field of travel information and inspiration services and sites and goes head-to-head with traffic heavyweights like Google and Pinterest as well as traditional travel brands like Lonely Planet.