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Tripadvisor Executive Summary

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Competition
• TripAdvisor faces competition for content, users, advertisers, online travel search, and price comparison services, also known in the industry as hotel metasearch and online reservations.
• In the competition to attract users to the company’s platform, the company relies on their ability to acquire traffic through offline brand recognition and brand-direct efforts such as online search, email and television.

In the Hotel segment, TripAdvisor both partners with, and faces competition from
 Online Travel Agencies (OTAs) such as Expedia and The Priceline
 Hotel metasearch providers such as Trivago and Kayak.
 Large online search, social media, and marketplace platforms and companies such as Google, Facebook, and Amazon
 Traditional offline travel …show more content…

TripAdvisor has entered contracts with most of the leading global hotel chains for this purpose, such as Accor, Best Western, Hyatt, Marriott, Hilton, Wyndham and others.
TripAdvisor has now over 500k directly-bookable hotels in their inventory.

Display-based advertising
The companies that related to travel, tour booking, and restaurants display their banner or any other shape ads of specific size that cover some space of webpage.
These ads include information in text, logos, pictures, audio and video formats of respective companies.
Subscription-based advertising
Some of the booking sites, hotels, restaurants and agencies paying TripAdvisor on regular basis for showing their information to get exposer to more customers and to find out more information of their services and direct contact details.

According to TripAdvisor’s annual report 2016 shows the composition of their revenues by 63% of revenues from Click-based advertising (CPC) & Transaction // 23.7% from Display-based advertising (CPM) & Subscription // and 13.3% from Other hotel

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In the competition to attract users to the company’s platform, they rely on their ability to acquire traffic through offline brand recognition and brand-direct efforts such as online search, email and television. These marketing strategies can be impacted by competitive site content, changes to their website architecture and page designs, changes to search engine ranking algorithms, updates in competitor advertising strategies, or changes to display ordering in search engine results such as preferred placement for internal products offered by search engines. TripAdvisor competes with different types of companies in the various markets and geographies they participate in, including large and small companies in the travel space as well as broader service providers. More specifically: • In the Hotel segment, TripAdvisor both partners with, and faces competition from OTAs (including Expedia, Inc. and The Priceline Group, Inc. and many of their respective subsidiaries and operating companies); hotel metasearch providers

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