Mark D. Okerstrom - Expedia Group, Inc.
Management
Thanks, Mark. I'd say the direct marketing spend, again, this is not a big thing. We are, on the margin, trying to optimize a little bit more intelligently. It's not just on Meta. It's across the board, whether it's display or retargeting or traditional search. It really is sort of a broader, just – again, just focus on really digging in analytically and figuring out are we happy or not with efficiencies and is there opportunity to do, again, an inch better. I think that there is always an opportunity for us to reallocate into brand marketing but, again, we've been doing brand marketing across the portfolio for a very long time, and the teams that are the big brand marketing teams are really quite sophisticated at it, and we look at brand marketing spend as a largely a discrete decision, and so I wouldn't assume that we take out from one and directly put into another. We're always looking at the best places to put our capital across the P&L. In terms of HomeAway's focused on the marketing side, they've been focused, I really think on actually two things. One is building performance and also their brand marketing capabilities, but also just improving the product overall, both on the customer side and the host side. Listing growth has not been the big priority for them. It's really been about taking the existing base of business that they have and doing a better job for partners and for customers and, as a result, being able to monetize the platform better. That said, despite the fact that they're not actively looking to do it, hosts and properties and listings just keep flowing in. I mean if you look at the listing count from Q4 and you compare it to the end of Q1, I think there's about 100,000 more listings that are available all online bookable. So the platform has gravitational force. They're not actively trying to do it. There will be a phase at some point here over the next couple of years where listing acquisition does become a priority both in the U.S., but I think increasingly in international markets. And all signs say that that could be a nice catalyst for HomeAway. But, again, it's not been a focus for them at this point.