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TripAdvisor: An Itinerary for Growth
內容大綱
In 2019, TripAdvisor was one of the best known online travel brands and for nearly 20 years founder and CEO Steve Kaufer had steered TripAdvisor to growth and profitability, but recently the company's pace of growth had started to slow. Most of the company's revenue was generated by users clicking from its site to hotel booking sites. TripAdvisor relied on Google for both free and paid traffic. As Google began to build up and promote its own travel search services, the company sought to diversify by offering bookings for vacation rentals, restaurants and experiences. In addition, Kaufer created a new team called Core Experience (CoreX) to coordinate TripAdvisor's branding and create a coherent product strategy across its business units. Could Kaufer and his executive team turn TripAdvisor's overcome the Google threat and reinvigorate growth?