How Tripadvisor is Adapting to a New Search Era

In a rapidly evolving digital landscape, Tripadvisor is navigating the shift from traditional search engine optimization (SEO) to a more AI-driven approach. With the increasing influence of artificial intelligence (AI) on how travelers search for information, the company is strategically positioning itself to remain a leader in the travel industry. CEO Matt Goldberg recently shared insights into this transition during an interview at the Goldman Sachs Communacopia + Technology Conference.

The Changing Role of SEO

SEO has long been a cornerstone of digital marketing strategies, but the rise of AI is challenging its relevance. Goldberg acknowledges that while SEO is not entirely obsolete, its role is shifting. He emphasizes that the skills necessary for SEO are still relevant in the context of AI, as both rely on being effectively crawled and cited by search engines. Tripadvisor’s trusted brand and high-quality content continue to play a crucial role in this evolving landscape.

Adapting to AI-Driven Search

As AI becomes more capable, it is transforming how travelers find information and plan trips. Tripadvisor is leveraging its brand strength to maintain its position as a leader in internet travel search. Goldberg highlights the company’s focus on adapting to generative search optimization and the emergence of zero-click searches on platforms like Google. By positioning itself strategically, Tripadvisor aims to attract more travelers directly to its brands, including Viator and TheFork.

Strategic Partnerships

Partnerships are a key component of Tripadvisor’s AI-first search strategy. The company is actively collaborating with various partners to explore AI-driven search, multimodal search, and agentic AI. These partnerships are designed to be adaptive and eclectic, focusing on learning and value exchange. Tripadvisor’s collaboration with OpenAI and other major companies underscores its commitment to shaping the future of travel through AI.

AI Integration and User Engagement

Tripadvisor has already begun integrating AI into its offerings, such as AI-generated trip planning summaries. The company’s partnership with OpenAI has enhanced its capabilities in this area. During its third-quarter earnings call in 2023, Tripadvisor reported that users who utilized the AI-powered trip planning tool returned at a higher rate and generated more revenue than average members. This demonstrates the potential of AI to enhance user engagement and drive business growth.

Focus on User-Generated Content

User-generated content remains a valuable asset for Tripadvisor in the context of generative search. Goldberg emphasizes the importance of authentic reviews and feedback from real travelers, as opposed to AI-generated content. The company is committed to maintaining the integrity of its content and making it easier for travelers to share their experiences on the platform. This focus on genuine user-generated content is expected to continue playing a significant role in Tripadvisor’s strategy.

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