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TripAdvisor on Facebook: Not sure how much friendship is worth

Dennis Schaal

Skift Take

Kaufer's comments about TripAdvisor's wait-and-see attitude about Facebook should give pause to other travel brands throwing so much money into their Facebook efforts.

Facebook is always touting TripAdvisor as its best buddy in travel, but despite all the hype, TripAdvisor is now saying Facebook is a "somewhat expensive" channel, and that the jury is out on whether marketing through Facebook will sufficiently "move the needle." TripAdvisor announced its third-quarter earnings yesterday and trumpeted the fact that it gets 34 million monthly Facebook visitors to TripAdvisor.com and its Facebook app, Cities I've Visited. But in response to an analyst'

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