Wednesday, November 14, 2007

Travolution@PhoCusWright 07 - TripAdvisor's new formula

Honest brokers = truth.


Social networks = trust.

So this is where TripAdvisor is going. Chief executive Steve Kaufer has explained how the Expedia-owned outfit is slowly shifting its model from that of a mass review website to one which incorporates social networking.

It has to, some might argue.

But, as Philip Wolf rightly pointed out during Kaufer's introduction, TripAdvisor has helped shape the Long Tail of Travel.

And here is one mindblowing stat to support that accolade: 80% of all hotels listed on TripAdvisor are viewed every single day.

Kevin May, editor, Travolution


Ryno said...

I completely that they will have to make this shift. I think it would be easier for them to buy another company that does that rather than changing TripAdvisor. To me TripAdvisor still serves it's purpose as a review site

Darren Cronian said...

Kev, great updates of PhoCusWright, for those of us stuck at home!

Whilst the reviews are a god send, I found the trip advisor forum extremley useful when researching my trip to Crete.

It'll be interesting to see how things develop on TA. Hopefully they won't loose the fact that it was reviews that has made the site so popular with travellers.

Very surprised at the 80% stat for hotels, must admit that I have never searched for hotels on the site.

Travolution Blogger said...

Ryno: Who do you suggest they buy?

Travolution Blogger said...

Darren: What do you search for on TA if it isn't hotels??

Ryno said...

The number 1 social community in my view is Where Are You Now ( They are a social travel networking site from England. I know there are many others starting out right now and you'll see a lot more in the near future.

If I were TripAdvisor (Expedia) I would wait a while to see who comes out on top or has a business model that would easily be integrated. It would be a waste of time for Expedia to build it themselves and it would be foolish for them to change TripAdvisor.

Travolution Blogger said...

Ryno: We are well aware of WAYN, but not sure if Expedia would consider a purchase.

How much do you think WAYN is worth??