Skift Take
Frenemy relationships have a storied history in the push and pull of the travel industry. Tripadvisor's relationship with Google seems to have improved, and there are probably several areas where they might collaborate further.
Tripadvisor is currently attempting a turnaround under a new CEO hired in 2022, and one of the reasons it needs one is Google had used its market power to divert users to sponsored ads and take back the free traffic Tripadvisor benefited from.
In 2012, a U.S. Federal Trade Commission staff report found that Google, starting in 2006, used Tripadvisor's user reviews on Google.com without Tripadvisor's permission. Google ended the practice and