TripAdvisor Reveals Some of Its Tactics in Growing Experiences
Photo Credit: A look at a decorative wall at TripAdvisor's Needham, Massachusetts, headquarters. The online travel company revealed Wednesday more details on its strategy to become one of the world's largest online travel agencies for tours, activities, and attractions. Tripadvisor
Skift Take
TripAdvisor's key tactics to grow its tours and activities business include the discounting of some products for consumers, practically giving away a reservation system to operators, and rolling out a brand marketing campaign this year. The company talks like it's in it to win it.
TripAdvisor has said for some time that its strategy is to be one of the world's largest online travel agencies for experiences such as parasailing excursions and walking tours. But on Wednesday it revealed more of the tactics it has been using.
Sales of experiences have been TripAdvisor's fastest-growing revenue stream for a few years. However, the company faces competitors such as Airbnb, Booking.com, Ctrip, Expedia, GetYourGuide, Klook, KKDay, and others attempting to take their share of the pie for tours, activities, and attractions. Yet TripAdvisor argues it leads competitors in supply and bookings worldwide.
"Competitors are strong," said CEO Steve Kaufer during an earnings call Wednesday. However, he noted that TripAdvisor has more online shoppers for experiences than any other player.
Kaufer claimed the company's "existing demand footprint" for tour operators is "nearly impossible to replicate." He noted the company has recently had between 400 and 500 million visitors
