How can Skyscanner balance promoting sponsored listings versus providing unbiased search results?

Introduction

Balancing sponsored listings and unbiased search results is a critical challenge for Skyscanner. This trade-off impacts user trust, revenue generation, and overall platform value. I'll analyze this issue through the lens of user experience, business objectives, and long-term sustainability.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming Skyscanner's primary revenue comes from sponsored listings. Could you confirm if this is correct, and if there are other significant revenue streams we should consider?

Why it matters: Helps understand the financial impact of any changes Expected answer: Sponsored listings are the main revenue source Impact on approach: Would focus on balancing revenue with user experience

• Business Context: How does Skyscanner currently measure success in terms of user satisfaction versus revenue generation?

Why it matters: Informs the metrics we'll use to evaluate solutions Expected answer: Likely a combination of user engagement and revenue metrics Impact on approach: Would help prioritize metrics in our analysis

• User Impact: Have we seen any trends in user behavior or feedback regarding sponsored listings?

Why it matters: Provides insight into current user sentiment Expected answer: Some users may find sponsored listings helpful, others might see them as intrusive Impact on approach: Would influence how we present sponsored content

• Technical: What level of personalization is currently possible in Skyscanner's search algorithm?

Why it matters: Determines our ability to tailor results to individual users Expected answer: Some level of personalization based on user history and preferences Impact on approach: Could explore more sophisticated blending of sponsored and organic results

• Timeline: Is there any urgency to address this issue, such as upcoming product releases or competitive pressures?

Why it matters: Helps prioritize this initiative against other company objectives Expected answer: Moderate urgency, part of ongoing platform optimization Impact on approach: Would influence the scope and timeline of proposed solutions