How TripAdvisor Has Changed Internet Marketing in the Last 10 Years


TripAdvisor is more than just a one-stop destination for users to share, learn and plan their trips. In fact, this  reputed travel site has impacted internet marketing in a big way. The Needham, MA based travel site is launching mobile offerings apart from its attractive and iconic website to give consumers a chance to connect with influencers and brands. Building social feeds and planning trips was never easier.

  • The Emergence of Personalised Marketing Solutions

Firstly, TripAdvisor has moved past the one-size-fits-all approach to offer personalised solutions for its users. The notion of valuing each customer as unique stems from bespoke travel planning sites like TripAdvisor. Consumers were influenced through views and reviews on this travel site, marking a major shift for online marketers who earlier relied on promotional ads and brand-building efforts, without considering the uniqueness of the viewer.

As per research by this travel brand, over 66 percent of trip planning includes reviews from other travellers. Over 62 per cent of publicity for travel brands comes from families and friends sharing tips. TripAdvisor also offers followers profile pages and the ability to gain massive fan following.

  • Increasing Online Partnerships

The brand has also signed on over 500 partners including GoPro, the Knot, National Geographic and Goop for its social media app. Using social media and customer data to boost online presence is another TripAdvisor strategy internet marketing specialists learned from this travel site. Allowing users to deploy their app and site to follow brands and influencers in their social sphere can easily capture users earlier in the process and keeps them within the travel brand’s ecosystem. Such innovative marketing solutions permit TripAdvisor to stand out in the noisy travel marketplace with competitors like Google and Airbnb seeking market share.

  • Harnessing The Power of Social Media

TripAdvisor also enables internet marketers to learn how to go social in a personalised way for travel planners and tourists to connect and share advice. TripAdvisor, in a first for the travel industry, has expanded its community beyond travellers to include social media influencers, brands, friends and publishers. Travel planners can even connect with reviews who share relevant information regarding their trips.

  • Focusing on User Generated Content

Complementing over 661+ million opinions and reviews online, TripAdvisor members also create content such as photos, videos and articles. This includes Trips, which are in-depth travel guides, wish-lists or itineraries while travelling.

Boosting the deployment of user generated content for internet marketing, TripAdvisor has evolved into more than just a travel site. The social community it builds changes the way travellers and planners research and work on vacation plans.

Hotel brands can also learn a lot from travel review sites like TripAdvisor. Finding new ways to leverage their internet marketing strategies is the unique value proposition of this travel site. It has become a vibrant ecosystem for connecting those with a passion for travelling and exploring new destinations.

In fact, TripAdvisor remains the single most successful and one of the world’s largest travel review sites, as it goes from strength to strength. Evolving apps, redesigning sites, utilising social media – these are just some of the strategies the mega travel review brand uses to retain its marketing supremacy.


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