TripAdvisor saw success with a TV ad campaign which launched back in May, noting an increase in Google search referrals. TripAdvisor president and CEO Stephen Kaufer said the company spent $10 million on the campaign this quarter. The spots will likely run through October.
Also noteworthy, TripAdvisor saw an increase in its mobile audience, which grew to comprise 50% of all traffic. TripAdvisor also rolled out its Instant Booking feature at the beginning of June to allow iOS and Android users to make direct bookings with hotel and travel agencies via its mobile apps and mobile site.
“On the product side, we’re leveraging our understanding of the traveler on every device,” Kaufer said. “Our Instant Booking partner drives value, converting at a higher rate than meta search.”
Although Kaufer didn’t get too deeply into specifics when it came to Instant Booking, he did say he expects revenue to grow in coming quarters as TripAdvisor onboards partners and adds new features.
As for monetization opportunities down the line, Kaufer pointed to TripAdvisor’s recent acquisition of online restaurant booking platform LaFourchette, which has a network of more than 12,000 restaurants partners across Europe.
“Restaurants was a pretty big move for us. While we had the page views and we always sold on CPM and sponsorships against it, we think the opportunity in the restaurant space is phenomenal,” Kaufer said. “It’s hard for us not to see a time when huge numbers of travelers and local won’t be making their restaurant reservations on their smartphones in increasing numbers globally.”