Michael Noonan
Analyst · Oppenheimer.
Yes, Jed, so I'd say, as you know, these markets are extremely competitive, different competitors in different areas. Viator -- the Experiences space is a competitive one. You do have a broad competitive dynamics in the paid channels. Obviously, there's a few operators that are larger and more at scale that tend to show up in those paid channels more regularly, but you still have a pretty broad kind of long tail of others that are bidding in that market, fewer so that are in the brand campaigns. Again, there's more of the scaled operators in Experiences that are actually marketing and branding very specific to the Experiences. We'd assume that it would continue and that's where we, again, getting back to being disciplined about our acquisition, make sure we're using our dollars wisely to users that we think will convert, but not just convert, we'll come back. And that's the key, as you know, we've said for some time to how we think about the economic model. At brand Tripadvisor, when you think about primarily Hotel Meta, that is a very competitive marketplace. And you think about where we are competing against in the paid channels are all the players you would imagine in the hotel ecosystem. And that's why, again, we have to be very disciplined in our approach. We have been very disciplined by, as we said many times, maintaining our marketing ROASs. We are excited about the investments that Matt really alluded to in his prepared remarks around thinking about using data and personalization around, again, acquiring the right type of users that we believe can really convert -- not just convert, but actually have a sustainability and LTV to it, right, that we believe can get to the app, we believe can get to some of the goodness that Matt talked about that we see in our app ecosystem and are starting to really think about how we use our data to acquire those right users that have those attributes and promote that behavior. So we're excited about where that can lead us this year. And again, we'll continue to be nimble as we move through the year on both areas.