In spite of runaway expensive jumping 50% in last quarter TA ended the year with a profit and substantial growth in revenue. Looks like they are on course to become the supplier (hotels and Tourism Cos) friendly marketer. But competition is hot on the heels and cost of marketing will be an ongoing issue. Maybe they don’t need to spend big bucks on TV and in Media like all the other OTAs. They recently cut their TV campaign and are rethink ad spend in 2014.
There is one cloud in the think tank. Is TA moving away from its mission?
Kaufer, CEO OF TripAdvisor has said that while hotel metasearch was the company’s prime focus in 2013, the introduction of “assisted booking,” where TripAdvisor handles hotel bookings on mobile instead of referring consumer leads to hotels and online travel agencies, will be a top priority in 2014. Is TA moving away from being the supplier friendly site to becoming just another OTA?
What do you think?