Robert [Last Name Unknown]'s questions to Tripadvisor Inc (TRIP) leadership • Q3 2024
Question
Robert, on behalf of Ron Josey, asked for an elaboration on Viator's direct traffic and repeat booking trends, and how the company expects Viator's advertising spend to evolve into Q4 and 2025.
Answer
CFO Mike Noonan highlighted that Viator's repeat booking growth has been consistent for several quarters, driven by a flywheel effect of acquiring new users and retaining them at a lower cost over time. He noted that for 2025, traffic acquisition will remain crucial, with plans to experiment more with channels beyond traditional SEM, such as social and connected TV. CEO Matt Goldberg emphasized the strategy of driving users to the app, which is the fastest-growing booking surface.