Skift Take
You won’t want to miss what Lindsay Nelson has to say about her new role as TripAdvisor’s president of core experience at Skift Forum Europe in London — especially since she’s not afraid to speak her mind about pressing issues in branding and marketing.
Last October, TripAdvisor named Lindsay Nelson as its first president of its new core experience (CoreX) business unit.
Nelson, who had been chief commercial officer and chief marketing officer of Vox Media, has begun to oversee TripAdvisor’s platform and brand, with a focus on growing new revenue streams as well as TripAdvisor’s offline and online marketing efforts aimed at travelers.
TripAdvisor faces a few challenges. Now that it has grown beyond hotel recommendations to other services, like tours-and-activities booking and restaurant discovery, how can it thread together a consumer’s experience of using its products?
As TripAdvisor approaches its 20th anniversary next year, will the company tweak its market repositioning with a rebrand or new campaigns? The company has arguably had less marketing success with its owl mascot than, say, hotel search company Trivago has had with the Trivago Guy.
Plus, could — and should — TripAdvisor open up fresh revenue streams by offering more marketing services to advertisers like destination marketing organizations?
Nelson will speak April 30 at Skift Forum Europe in London in what is her first appearance onstage at a travel industry conference. Here’s a preview of the conversation.
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