Travel Hub Product Strategy at Tripadvisor — Reforge

Tripadvisor is a complicated product that offers reviews, prices, and booking capabilities across all of the things a traveler may want: hotels, flights, restaurants, attractions, cruises, vacation rentals, and more. It’s a bit like Trivago, Kayak, Yelp, and Viator all rolled into one. This broad set of offerings underpinned Tripadvisor’s SEO strategy. Powered by user reviews, Tripadvisor’s offerings show up in the top 3-5 results across millions of Google searches. As a result, hundreds of millions of travelers come to Tripadvisor every month. So what’s the problem? Travelers often use Tripadvisor intermediated by Google. Rather than coming directly to Tripadvisor, they search on Google, end up at Tripadvisor, then go back to Google for their next query — sometimes dozens of times over the course of planning a trip. In 2016, Tripadvisor formed a team, led by Adam Rosenberg and Christine Varrieur, to understand this problem better and create a vision for how to make Tripadvisor the h

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• Misha P