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One of the knocks on Tripadvisor a decade ago was that it was too dependent on its two largest advertisers, Expedia and the Priceline Group.
Major online travel agencies like Expedia and Priceline Group, now called Booking Holdings, advertise their hotel rates in metasearch engines like Google Hotels, Tripadvisor and Trivago to attract bookings.
Before Google Hotels came along, offering its own hotel metasearch or price comparison feature, online travel agencies and some hotels considered advertising in Tripadvisor metasearch a “must-have.”
The image shows Booking.com, Agoda and Trip.com ads in Tripadvisor hotel metasearch on February 26, 2023. Source: Tripadvisor
In 2013, advertisers Expedia and Priceline and their affiliated brands, such as Hotels.com and Booking.com, respectively, accounted for 47% of Tripadvisor’s revenue.
In 2023, Expedia…
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