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A Deep Dive Into TripAdvisor’s Competitive Position In Travel 2017

by Luke Bujarski + Skift Team
Distribution
Hospitality
Online Travel
Travel Tech

Skift Research Take

TripAdvisor's bold platform-driven approach to online travel tells us a lot about where the market is headed.

Report Overview

This report analyzes TripAdvisor’s positioning within the broader context of online travel and the various segments that the company competes in. We also offer insights into bigger-picture online travel trends through the lens of TripAdvisor. More recently, the company’s bold platform-oriented strategy has performed with mixed results both operationally and in building confidence with its investor community. We look at the company’s historic and projected financial performance and align that with recent product and technology releases and developments in hotel distribution including metasearch and facilitated bookings, tours and activities and vacation rentals. We also pull accounts from interviews with industry experts to offer unique perspective on the various industry segments and whether TripAdvisor can remain competitive in the longer-term. The company took on a big and arguably necessary gamble with its transformation from an ad-driven to a transaction-based revenue model. Everything that the company does now has different end goals when it comes to channeling eyeballs toward partner and native booking buttons. Trip is also a unique case study into online travel because it touches so many different parts of the sector. How TripAdvisor performs in the months and years to come can tell us a lot about the future of online travel.

What You'll Learn From This Report

  • Specifics on TripAdvisor’s business model across the different travel segments
  • TripAdvisor’s China strategy and its growth prospects in outside of Europe and the U.S.
  • TripAdvisor’s strategic positioning against the big OTAs including Priceline and Expedia
  • The state of TripAdvisor’s tours and activities business relative to Airbnb and Expedia
  • Reference historic financial data and different revenue scenarios and projections
  • How the non-hotel segment of the business could grow/decline relative to hotels
  • Strengths and weaknesses of the TripAdvisor brand relative to its competitors

Executives Interviewed

  • Steve Kaufer, President & CEO, TripAdvisor
  • Steve Hafner, CEO, Kayak (quotes from from previous interview)
  • Tony Carne, General Manager, Urban Adventures Ltd
  • Daniel Pan, Chief Of Staff, China, Tripadvisor

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