TripAdvisor reorganizes business units in attempt to revive its prospects
TripAdvisor is to make a fundamental shift from being organized by function to being organized by business units.
TripAdvisor has undertaken a fundamental reorganization of its business units, and there will be several executive departures, including chief marketing officer Barbara Messing and Robin Ingle, senior vice president of sales, Skift has learned exclusively.
Both executives — two high-profile female executives at the company — will stay on through April to take part in the transition. Ingle is said to be retiring.
The sweeping changes to TripAdvisor’s internal setup, from cross-functional teams to independent business units, is not expected to lead to layoffs.
Among the changes, TripAdvisor’s core hotel business will be reorganized and will get its own profit and loss structure; members of TripAdvisor’s product, engineering, sales and marketing teams who previously supported hotels from across the company will now report directly to the head of the hotels business unit.
The hotel business unit is conducting an external search for a president, as is another new business unit, TripAdvisor Core Experience, which will run brand marketing, search engine marketing, public relations, and other shared companywide services.
TripAdvisor co-founder and CEO Steve Kaufer will lead the new hotel and TripAdvisor Core Experience business units while the search for a president of each of the units is completed.
TripAdvisor attractions and rentals business, which will continue to be headed by Dermot Halpin, already has its own profit and loss structure internally, as does TripAdvisor’s restaurant business, which will continue to be run by Bertrand Jelensperger. Both will be independent business units within TripAdvisor.
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