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TripAdvisor Looks to Counter Google by Considering Loyalty Initiatives for First Time

TripAdvisor saw decreased free traffic from Google in the second quarter of 2019. Pictured is Google Maps, a key part of Google’s travel initiatives. Bloomberg

Skift Take: A new loyalty program and a brand campaign to bolster direct traffic and user engagement are among the measures TripAdvisor is working on to counter the fact that Google is getting more stingy in providing free traffic. But TripAdvisor is also hoping — and anticipating — that U.S. regulators will step in.

— Dennis Schaal

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