Tripadvisor Sees Traffic Decline from AI Overviews, Considers ‘Strategic Alternatives’ (Again)
Summary
Tripadvisor is facing challenges due to AI-powered search overviews, which are causing a decline in website traffic. Free SEO traffic is becoming less critical for its Experiences businesses. To increase margins, Tripadvisor will leverage the brands in performance marketing rather than depending on SEO.
Key Insights
- •Tripadvisor is seeing ongoing declines in website traffic due to the rise of AI overviews in search results.
- •SEO is expected to generate less than 10% of Tripadvisor's strategic Experience businesses' gross booking volumes by the end of 2026.
Action Items
- ✓Consider how AI-powered search results might impact your OTA listings and explore alternative marketing channels.Effort: mediumImpact: medium
- ✓Diversify your marketing strategies beyond SEO to include performance marketing and direct booking promotions.Effort: mediumImpact: medium
Tools & Resources
- →Tripadvisor: Tripadvisor Experiences Businesses(tripadvisor.com)
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