As previously reported, Macquarie downgraded TripAdvisor (TRIP) to Underperform from Neutral with a $33 price target, down from $52. Coverage was transferred to analyst Matthew Brooks who said the "best days" may be over for TripAdvisor and believes Google (GOOGL) is at the "top of the travel funnel." The analyst sees the future of travel search starting with travel queries addressed to AI assistants like Siri, or home devices like Amazon Echo, and expects TripAdvisor's hotel business economics to be more challenged in a world of voice and rationalization. Brooks said TripAdvisor's 500M reviews are largely text based and doesn't believe it has enough contextual information on reviewers to make the information relevant for users looking at the same travel product in the future.