TripAdvisor has lost more than $100 million in revenues since 2015. Trebis has created an interactive dashboard (downloadable here) to “dig deeper to find the root cause of this decline.”
Three key takeaways:
1. Click-based advertising revenue per hotel shopper has been gradually declining from $0.54 in 2015 to $0.42 in 2018
2. Unique visitors also declined by 4% in 2018
3. More than 50% of TripAdvisor’s advertising revenues come from Booking Holdings and Expedia, but both companies have started relying less on metasearch ads and more on TV ads.