Behind TripAdvisor's Renewed Push to Inspire Travelers Beyond Just Making Sales
Skift Take
TripAdvisor is notable for having a large audience of consumers looking for ideas about where to go and stay and what to do once they're there. It's sensible that the company is adding features to bolster that edge over its transaction-focused rivals — as long as the company doesn't neglect transactions.
TripAdvisor debuted earlier this month a test for consumers of a travel-specific feed of personalized recommendations from friends, social media influencers, and publishers. Already, 750 content providers have signed up.
The new feature aims to answer a key question — "How do we lay the groundwork to delight the traveler for all phases of the trip truly?" — according to TripAdvisor CEO Steve Kaufer, speaking at Skift Global Forum on Thursday in New York City.
While the company's reviews and ratings are already influential, Kaufer said, the challenge now is "ho
