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Tripadvisor CEO to Trade Traffic Goals for More Repeat Usage

Sean O'Neill photo
Sean O'Neill
Bristol Sunset Beach holiday apartment Fuerteventura spain tripadvisor case study source bristol sunset beach

Photo Credit: Shown here is a rooftop view of Bristol Sunset Beach, a vacation rental property in Fuerteventura, Spain, which uses comments shared by its guests on Tripadvisor to help define its improvement points and work on them. Bristol Sunset Beach

Skift Take

You've heard other online travel companies talk about the "connected trip." But Tripadvisor focuses instead on the "considered trip" as its north star. CEO Steve Kaufer said engaged travelers, who use his brand to plan all parts of a trip, are his top target.

The CEOs of both Booking Holdings and Expedia Group have, in recent months, used the term "connected trip" to describe a vision of combining disparate trip elements into a package they service at all stages. But Tripadvisor prefers to focus on a concept it calls "the considered trip." That's the word from Tripadvisor co-founder, president and CEO Steve Kaufer, who spoke with Skift Executive Editor Dennis Schaal for Skift Forum Europe, which took place Tuesday. "As other players come into online travel — Google, in particular, with a big share of search traffic — where can we stand out?" asked Kaufer rhetorically. "What should be our north star to follow in how we're serving our customers?" "The answer is the 'considered trip,' the long weekend or week where you're taking somebody who says they're interested in explore location X," Kaufer said. "We piece it all together: the hotel, the experiences, t

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