TripAdvisor Presents at Morgan Stanley Conference
Seeking Alpha has published the transcript of the TripAdvisor presentation at the Morgan Stanley Conference on Feb. 26. While Julie Bradley, the CFO of TripAdvisor, shared the success of metasearch and the end of pop-up ads, the company was recently downgraded by Morgan Stanley to equal weight from overweight.
As consumers continue to question the reliability of online review sites, TripAdvisor hopes the changes it is making will help it compete with other popular destination websites such as Yelp, Priceline, Orbitz and others. CFP Julie Bradley has revealed at the Morgan Stanley Conference on Feb. 26 that the company plans on focusing on user experience to remain relevant. It is planning to complete the meta display rollout beyond mobile this year.
TripAdvisor still boasts that it attracts 74 million visitors a month to 19 different websites. More than 50,000 hotels have joined its business listings, and the company mentions that large chains such as Best Western are getting more bookings. However, it is not just large hotels or resorts that are benefiting or being hurt by the company. From an inn in Australia that proudly displays its number one rank from TripAdvisor on its website to a hotel in Columbia that hides it is one of the worst ranked hotels on its website, smaller businesses are also being influenced.
TripAdvisor is currently focusing on upgrading its user experience, but should it be concentrating on something else? More people are turning to social media to get information on possible trips, and the company’s plans for social integration may not be enough in the long-term. It is becoming more common for people to turn to a hotel’s Facebook or Twitter page to check for complaints or reviews, and the ones that block comments or delete negative feedback are jeopardizing potential bookings. Some businesses have already realized the potential power of social media and are using their social media accounts to give consumers incentives instead of offering them on TripAdvisor or other websites.