Yahoo Finance·2025-10-29 20:52Core Insights - Booking Holdings announced a $457 million accounting writedown on its Kayak brand due to expected reductions in cash flows and increased customer acquisition costs [1] - Kayak's CEO attributed the challenges to the rise of large language models and changes in Google's advertising strategy, which has led to increased spending on paid ads [2][5] Group 1: Impact of Google's Changes - Kayak has had to replace free traffic from search engine optimization (SEO) with paid traffic on Google, resulting in higher customer acquisition costs [3] - Google's shift towards AI-driven answer formats has reduced the visibility of free links, making it necessary for companies like Kayak to invest more in paid advertising [4][5] - The increase in Google's paid clicks by 4% year-over-year and a 12% rise in search revenue indicates that Google's growth is primarily driven by higher prices rather than increased volume [5] Group 2: Industry-Wide Effects - Other companies in the travel sector, such as Trivago and Tripadvisor, are also experiencing the negative impacts of Google's changing ad formats and the decline of SEO [6] - Trivago's brand value decreased from €75.61 million ($87.7 million) to €45.34 million ($52.6 million) over the past year, reflecting a significant impairment charge of €30 million ($34.8 million) on its intangible assets [7] - Tripadvisor's brand value also fell from $43 million to $36 million within the same timeframe, indicating a broader trend affecting legacy metasearch businesses [8]