Kayak’s $457m writedown underscores Google’s AI shift
🏖️ Booking Holdings wrote down $457 million on Kayak on Oct 30, 2025, citing Google's AI-driven search visibility changes. CEO Steve Hafner highlighted increased acquisition costs from shifting to paid ads. This shift impacts the entire travel industry, with Google’s search revenue up 12% due to higher ad prices. Trivago and Tripadvisor face similar challenges, though Kayak’s brand value remains higher at €45.3M for Trivago and $36M for Tripadvisor.
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