Priceline Group plans to increase spending on television advertising by 55%, putting Booking.com on TV in 30 countries, up from 12 in 2016. This will come at the expense of some digital advertising and put pressure on margins, but aims to increase direct traffic and one-to-one relationships with customers rather than relying on AdWords and PPC.

Priceline’s digital ad spend over 2017 could reach $4.3 billion, with the biggest chunk going to Google, so this reduction in spend could also affect channels such as Trivago, TripAdvisor and Google’s hotel-search feature. In contrast, Trivago spent 87% of its revenue on marketing, much of it on TV last year, but said recently it would increase its digital marketing because it has been overspending on TV.

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