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New ‘social’ TripAdvisor set to disrupt travel industry

September 20, 2018 Headline News 2 Comments Email Email

“TripAdvisor is poised to disrupt the travel industry once again” the company’s chief executive and co-founder, Stephen Kaufer has announced, going on to explain how visitors to TripAdvisor’s new site and app will find their homepage transformed into “a personalised feed of information”.

Kaufer spoke on Monday in New York as TripAdvisor unveiled a new site and mobile experience, set to launch later this year. Currently in beta, the development will see TripAdvisor evolve into “the most personalised and connected travel community, inspiring and empowering individuals with social assistive tools to plan and book better with relevant advice and information from people and experts they trust”, the company says.

The new TripAdvisor developments are set to come out of beta and launch globally to the public later this year across all markets and languages where the company operates, including Australia.

Trip Advisor, which claims the title of world’s largest travel site (based on comScore Media Metrix for TripAdvisor Sites conducted in November 2017) says its new incarnation will expand the TripAdvisor community “beyond travellers to also include brands, social media influencers, publishers and friends.

“Travellers can follow and connect with individuals or content creators who share information that is relevant to their interests.”

The company says that as well as its more than 661 million reviews and opinions, TripAdvisor members will soon be able to create and view inspirational and new forms of content including photos, videos and articles.

“Members will also have the ability to create ‘Trips,’ which can be in-depth travel guides, itineraries or simple wish lists of things to do while travelling.

Steve Kaufer unveils the new TripAdvisor in New York City

“Trips can be made private and saved for personal use or shared with the community to inspire and help others.

“Powered by the world’s first ‘travel feed,’ TripAdvisor members will be able to discover more relevant information faster when planning travel. Assisted throughout the entire travel planning process, members can draw advice and inspiration from their friends, family and trusted experts.

“When a member logs onto the TripAdvisor app or site, their homepage transforms into a personalised feed of information. When searching a particular destination, the feed automatically narrows the scope of the information displayed to that particular geographic location.”

For example, members planning a trip to Paris may see a food critic’s article on the best restaurant in the city, an influencer’s travel guide of ‘must-do’s,’ and a friend’s review of a new hotel near the Eiffel Tower.

“TripAdvisor is poised to disrupt the travel industry once again as we create a more personalized and connected community,” Kaufer told his audience.

“The new TripAdvisor is the one travel site that brings together social-assistive tools, amazing content and our existing booking capabilities to merge the joy of planning and discovery together into a single experience. We are assisting our members at each step of their journey as we become a more personalised, inspirational and useful TripAdvisor.”

Needham, Massachusetts, the town that’s TripAdvisor’s global headquarters. The photo shows Needham Town Hall.

While in beta, more than 500 social media influencers, well-known consumer brands, publishers and travel partners have joined the new TripAdvisor – with more being added every day. As well as the many content creators joining the platform, TripAdvisor’s team of destination experts and TripAdvisor Media Group brands, including Smarter Travel, Cruise Critic and TheFork.com, will “contribute to the site experience through unique profiles”.

TripAdvisor says these partners have already started to create “hundreds of pieces of inspiring and helpful travel content, grow their followers, and provide valuable feedback to improve the experience”.

Members will be able to follow brands like National Geographic, Condé Nast Traveler, Travel Channel, Business Insider & Insider Guides, PopSugar, Great Big Story, Pandora Music, GoPro, Goop, NYC & Company (via their consumer-facing tourism website, nycgo.com), Nashville Music City, and The Knot, among many others. Members will also be able to follow leading social media influencers like television personality and restaurateur Giada De Laurentiis, as well as travel bloggers, like TravelBabbo.

“National Geographic wants to reach our customers wherever it is they are consuming content. We want to be available on all platforms allowing people to engage with our brand and content wherever and whenever they choose,” said Chris Thorman, vice president community products and growth, National Geographic. “We’re excited to be among the first publishers to join the new TripAdvisor, further expanding our travel footprint. As a global media company, we’re always seeking new opportunities to share our awe-inspiring articles, photos and video content, and a partnership with TripAdvisor allows us to do just that.”

TripAdvisor cites two recent studies which show a growing reliance on TripAdvisor during the travel planning, booking (pre-trip and in-destination) and post-trip experience. According to a 2017 Oxford Economics Study, the TripAdvisor platform has influenced USD 546 billion (10.3%) of global tourism spend annually in the travel and hospitality industry as consumers sought its review content as a part of their decision-making process.

A 2018 study from comScore found that 60% of people booking travel online went to TripAdvisor during the travel planning and booking process, and a full 74% of travelers used TripAdvisor when booking on hotel websites.

Edited by Peter Needham

Currently there are "2 comments" on this Article:

  1. bruce weston says:

    carefull what you wish for here — this behemoth is muscling in worse than AOT s – its aim is to ‘encourage ‘ suppliers [you ] to get clients to make and add comments on services and then come back to you with a preferential advertising program that will hi-lite how they can ‘ refer ‘ customers [ ha ha your own ] to you and all for just a small yearly subsciption be warned this co. it not free

  2. Peter says:

    TripAdvisor is not an honest site

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