Tripadvisor begins brand transformation with new course for Viator, executive shakeup

PhocusWire | January 23, 2020

Tripadvisor begins brand transformation with new course for Viator, executive shakeup
As it prepares to mark 20 years in business next month, Tripadvisor is embarking on a dramatic realignment aimed at helping the company preserve profitability and spur new growth as it deals with competition from Google and others and with evolving preferences from travelers. The Viator brand, which Tripadvisor acquired for $200 million in 2014, will now operate independent of Tripadvisor Experiences, with its own marketing, product and engineering teams. In a memo sent to employees after markets closed today, co-founder and CEO Steve Kaufer says this will “give Viator the opportunity to grow its brand and business offerings as a leading Experiences OTA.”

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TRAVEL TECHNOLOGY

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Spotlight

This is a video explainer of the difference between Content Marketing, Branded Content and Native Advertising - with examples to help put it all into context.Accompanying video that tried to separate signal from noise on the different approaches of content in the business.