Behind TripAdvisor’s Renewed Push to Inspire Travelers Beyond Just Making Sales

28 September 2018

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 "how do we take it to the next level to make sure a recommendation is relevant to you [the individual user]?"

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