How the mighty have fallen. TripAdvisor is now in deep trouble with its transition to a hotel search and booking site going backwards.

Of major concern is that the steps taken by TripAdvisor’s leadership to turn its hotel business around – “a fresh new look”, “streamlined hotel shopping experience” and increased brand advertising – have actually accelerated the decline.

Rubbing more salt into the wound is the fact TripAdvisor has never been more popular as a review site (monthly visits exceed 455 million) and yet booking revenue is down.

Read the full article at traveltrends.biz