Tripadvisor is proactively adapting its strategy in response to significant shifts in how search traffic is evolving due to generative AI. The company recognizes that Google's AI enhancements will substantially impact search. Currently, Tripadvisor's traffic has experienced a decline from early 2023. To counter this, Tripadvisor plans to enhance its app experience, refresh its membership program, and establish itself as a starting point in travel planning. The ultimate goal is to encourage more logged-in behavior, particularly on the app, where user engagement currently lags despite having over 100 million active accounts.
"Google's AI mode in search is going to eat large chunks of search," said Matthew Dacey, CMO at Tripadvisor. "It's going to happen fast as they [Google] push it and more people subsequently adopt it."
For Dacey, that starts with repositioning Tripadvisor not just as a utility but as a daily habit - something people turn to regularly, whether they're browsing, planning or already en route to a holiday.
Delivering on that vision comes down to three things: improving the app experience, refreshing the membership program and moving Tripadvisor higher up the funnel - turning the service into a starting point, not just a step along the way.
Right now we have over 100 million active member accounts but not many of them are using the app," said Dacey.
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