During its earnings call, Tripadvisor introduced its new three-pronged strategy of content, community and commerce.

The company’s chief marketing officer, John Boris, explains that the goal is to engage with travelers more deeply and use new content forms, including video and voice, to tap into new trends and emerging technology, such as social commerce and generative AI.

Boris, who joined the company in 2022, brings to the table his experience in bringing together content, commerce, and community, which he applied to previous roles in companies such as Zagat, Lonely Planet, and Shutterfly.

One of the big opportunities Tripadvisor is focused on is mobile, especially in-destination content such as experiences and restaurants. According to Boris, trust and authority are critical to separate from other brands.

The challenge is to reduce dependence on Google and figure out how to become less dependent. Finally, Boris believes that there is a sea of sameness in the way that travel is portrayed and that there is an opportunity for a campaign that speaks differently to travelers.

After five and a half months with a new management team in place, the company has created a fact-based data set on their audience and sector.

They have explored opportunities in front of them and focused on innovating their guidance platform with new content and improving engagement with their community and user assets to unlock personalization on a one-to-one basis.

They also plan to leverage their travel intent data, which includes flights, hotels, experiences, and restaurants, to engage with customers in a personalized way. The company’s customer data platform is the key enabler, and they are continuing to build on it to unlock its full capabilities.

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