TripAdvisor changes tack with social and content-led beta site

George Sell George Sell Uploaded 19 September 2018


US: TripAdvisor has launched a new beta site which takes its cues from social media rather than being predominantly reviews-based.

TripAdvisor says the site is evolving "to become 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".

Steve Kaufer, CEO, launched the TripAdvisor travel feed this week in New York, saying: "If I'm going to London, the last thing I want to do is read 1,000 hotel reviews. I want inspiration."

The site, which hosts 661 million user reviews, will soon offer advice and recommendations from social media influencers and travel bloggers as well as publishers such as National Geographic, Condé Nast Traveler, the Travel Channel, Business Insider and PopSugar.

TripAdvisor members will be able to "create and view inspirational and helpful 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 wish lists of things to do while travelling. Trips can be made private and saved for personal use or shared with the community to inspire and help others. 

"TripAdvisor is poised to disrupt the travel industry once again as we create a more personalized and connected community," said Kaufer. "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."

While in beta, more than 500 social media influencers, well-known consumer brands, publishers and travel partners have joined the new TripAdvisor. In addition to the many content creators joining the platform, TripAdvisor's team of destination experts and TripAdvisor Media Group brands, including Smarter Travel, Cruise Critic and, will also contribute to the site.

The move sees TripAdvisor returning to a format similar to its early days, when reviews from newspapers and travel guidebooks were featured. These were phased out when the company found that traveler-written reviews were what their audience wanted and used to make their travel decisions.


Be in the know.

Subscribe to our newsletter »

Thank you sponsors