Alphabet Inc.’s Google has launched new travel search tools that compete with TripAdvisor, while adding its own reviews of hotels, restaurants and other destinations. Google has also crammed the top of its mobile search results with more ads. This has forced many companies, including TripAdvisor, to buy more ads from the search giant to keep online traffic flowing.

Google’s Search Ad Embrace Crushes Online Travel Agents

In early November, TripAdvisor shares slumped more than 20% in one day after the company reported dismal third-quarter results. It said the main challenge was “Google pushing its own hotel products in search results and siphoning off quality traffic that would otherwise find TripAdvisor via free links and generate high margin revenue in our hotel click-based auction.”

“Google has got more aggressive,” TripAdvisor Chief Executive Officer Stephen Kaufer said at the time. “We’re not predicting that it’s going to turn around.”