"Tripadvisor CEO Matt Goldberg told investors Thursday that the company is seeing "ongoing declines in flyby visitors to our site due to the changing search landscape and the rise of AI overviews." Chief Financial Officer Michael Noonan, speaking during the company's fourth-quarter earnings call, acknowledged that free search engine optimization (SEO) traffic is important to Tripadvisor's legacy businesses. However, he said SEO is expected to generate less than 10% of its strategic Experience businesses' gross booking volumes by the end of 2026."
"Chief Financial Officer Michael Noonan, speaking during the company's fourth-quarter earnings call, acknowledged that free search engine optimization (SEO) traffic is important to Tripadvisor's legacy businesses. However, he said SEO is expected to generate less than 10% of its strategic Experience businesses' gross booking volumes by the end of 2026. Noonan added that Tripadvisor's Experiences businesses, including the Viator and Tripadvisor, are not reliant on SEO to increase margins, but will leverage the brands in performanc"
Tripadvisor is experiencing ongoing declines in flyby visitors to its site due to changes in the search landscape and the rise of AI overviews. Free search engine optimization (SEO) traffic remains important to Tripadvisor's legacy businesses, but SEO is forecast to generate less than 10% of Experiences gross booking volumes by the end of 2026. Tripadvisor's Experiences businesses, including Viator and Tripadvisor Experiences, are not dependent on SEO to increase margins. The company plans to leverage its brands through performance marketing and other channels to drive bookings and margins.
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