TripAdvisor is undergoing operational changes, a representative from the user review giant has confirmed.
As part of the restructuring, TripAdvisor will be organized by business units (hotel, attractions and restaurants) rather than by functional departments (marketing, engineering and product).
The fundamental shift – which will make each business unit responsible for its respective bottom line – is designed to “improve [TripAdvisor's] ability to coordinate across our full platform while returning Hotels [business] to sustained growth,” says CEO Steve Kaufer in an internal email.
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Executive exits timed with the reorganization include chief marketing officer Barbara Messing and senior vice president of sales Robin Ingle, who is said to be retiring.
A external search is being conducted for president of the Hotels group as well as for president of TripAdvisor Core Experience, a new business unit shared across the organization tasked with brand marketing, public relations, growth and engagement and other initiatives.
The major restructuring comes as TripAdvisor attempts to regain its footing following its botched go at Instant Booking and significant fall in shares late in 2017.
In his email, Kaufer remains optimistic: “We are confident that this new structure will enable us collectively to be more effective and efficient, and will help position us well for the future.”