TripAdvisor CEO on Moving From User Reviews Toward Professional Content
Photo Credit: TripAdvisor co-founder and CEO Steve Kaufer showcased the site's new travel feed to the press in New York City September 17, 2018. TripAdvisor
Skift Take
TripAdvisor will start showcasing content from long-dismissed professional reviewers so it can be more of a resource to visitors who aren't ready to book. Is nothing sacrosanct anymore?
There were some fairly shocking things to emerge from TripAdvisor's big announcement Monday about its launch in a private beta of a travel feed to provide inspiration to site visitors and enhance their trip-planning activities.
TripAdvisor CEO Steve Kaufer, who co-founded the company that now hosts 661 million user reviews, told the assembled press in Manhattan that "if I'm going to London, the last thing I want to do is read 1,000 hotel reviews. I want inspiration."
So the site, which grew into a global brand based on the wisdom of the crowds as opposed to the professional critic, will soon offer advice and recommendations from social media influencers such as TV host and restaurateur Giada De Laurentiis, as well as travel bloggers like TravelBabbo.
Don't Miss TripAdvisor CEO Steve Kaufer at Skift Global Forum.
Instead of relying on user "Andrea O's" review about the Crowne Plaza Times Square Manhattan and its TripAdvisor popularity index, ranking the property 221 out of 4
