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Online Travel

TripAdvisor Launches Redesign to Hook the Non-Bookers

Dennis Schaal photo
Dennis Schaal

Photo Credit: TripAdvisor redesigned its homepage for people looking for some travel inspiration. Pictured is a tourist on top of Table Mountain in Cape Town, South Africa.  Flickr / Gilbert Sopakuwa

Skift Take

If travelers aren't ready to book, feed them some inspiration and hope they'll hang around until they are. That is essentially what TripAdvisor's new travel feed is all about. Will the grand experiment work? We'll have to wait and see how the feature evolves.

TripAdvisor touts itself as the world's largest travel website in terms of traffic, but it has a problem: Millions of users browse the site every month and never end up clicking over to an advertising partner or booking anything. The company on Monday took steps to address the issue, as it launched a new homepage worldwide that provides a content and social feed to those users just stopping by for a look or perhaps some travel inspiration. The hope is that these particular users will find some content, such as a Travel + Leisure post on the world's top 100 hotels or a Business Insider story on destinations that can be absorbed in 24 hours, return the next time they are looking for some travel ideas, and

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