Adapting to the Future: How Tripadvisor is Navigating the AI-Driven Shift in Search

Table of Contents

1. Key Highlights
2. Introduction
3. The Shift in Consumer Behavior
4. Repositioning Tripadvisor: From Utility to Daily Habit
5. Leveraging Partnerships for Growth
6. The Financial Landscape: How Advertisers Are Navigating Change
7. Reimagining the Brand: A New Campaign for a New Era
8. The Road Ahead: Embracing Change and Innovation
9. FAQ

Key Highlights

• Tripadvisor is recalibrating its strategy to adapt to the rapid changes in search dynamics driven by generative AI technologies.
• With a decline in traffic from 169 million visits to 120 million, the company is focusing on enhancing user engagement through app improvements and personalized recommendations.
• By partnering with AI search startup Perplexity, Tripadvisor aims to tap into behavioral data and increase high-intent user traffic.

Introduction

The digital landscape is experiencing a seismic shift as generative AI technologies reshape how consumers seek information. For companies like Tripadvisor, this transformation poses both challenges and opportunities. As traditional search methods evolve, the travel platform is embracing a proactive approach by redefining its role in the planning process for travelers. The goal is to remain relevant and engaging in an increasingly competitive environment where instant answers are becoming the norm. This article delves into Tripadvisor's strategic response to the changing dynamics of search, examining how it plans to enhance user experience, increase engagement, and leverage partnerships to thrive in an AI-driven future.

The Shift in Consumer Behavior

Increasingly, consumers are relying on AI-assisted search tools that provide direct answers rather than guiding users through traditional search results. This change has led to a notable decline in web traffic for many publishers, including Tripadvisor. According to data from Statista, the platform's monthly visits have decreased from 169 million in early 2023 to approximately 120 million by February 2025.

Matthew Dacey, CMO at Tripadvisor, highlights that while the company has not yet felt the full impact of this shift, it is acutely aware of the impending changes. “Google's AI mode in search is going to eat large chunks of search,” he stated, emphasizing the rapid pace at which consumers are adapting to new search functionalities.

This evolution in search behavior is not merely a trend but signifies a fundamental change in how individuals discover and engage with information. As users grow accustomed to receiving curated responses directly from search engines, platforms like Tripadvisor must rethink their approach to maintain relevance.

Repositioning Tripadvisor: From Utility to Daily Habit

To counteract the decline in traffic, Tripadvisor is working to reposition itself not just as a utility but as an integral part of a traveler's daily routine. The strategy focuses on creating a platform that users engage with regularly—whether they are browsing for future trips or actively planning their vacations.

For Dacey, this transformation involves enhancing the app experience, revitalizing the membership program, and positioning Tripadvisor as a primary resource in the travel planning process. This means shifting the perception of the platform from a mere stop along the way to a crucial starting point for travel planning.

Enhancing User Experience Through Technology

Key to Tripadvisor's strategy is leveraging advanced technology to improve user experience. The platform aims to employ AI to anticipate traveler needs, offering personalized recommendations based on user data and preferences.

Dacey emphasizes the potential of AI in enhancing customer engagement: “All of our push notifications that go out can be those questions that travelers might be asking and served to them using AI based on the user-generated content on our site.” This approach not only provides contextual information but also engages users at pivotal moments in their travel planning process.

Leveraging Partnerships for Growth

One of the most significant steps Tripadvisor is taking to adapt to the new search landscape is its partnership with Perplexity, an AI search startup. This collaboration allows Tripadvisor to integrate behavioral and preference data that traditional search engines typically overlook.

As Dacey explains, this partnership is already yielding positive results, attracting high-intent users who are ready to book. By tapping into the unique capabilities of Perplexity, Tripadvisor aims to enhance its visibility in AI-driven search environments. The long-term vision includes expanding this partnership to cover restaurants and experiences, thereby broadening its revenue streams and traffic sources.

The Importance of Long Queries

In the context of search, longer queries are becoming increasingly relevant, particularly for users looking for specific information. Dacey notes that Tripadvisor is well-positioned to capitalize on this trend, as detailed queries often lead to meaningful content on their platform. The challenge for Tripadvisor lies in ensuring that it receives recognition for this content and can translate this influence into tangible outcomes.

The Financial Landscape: How Advertisers Are Navigating Change

While publishers face significant challenges due to declining traffic, advertisers like Tripadvisor have more flexibility in adjusting their strategies. Unlike publishers that rely heavily on pageviews for revenue, Tripadvisor's business model allows for a broader range of monetization strategies.

Tim Hussain, co-founder of AI consulting firm Signal42, points out that advertisers can reallocate their budgets to various channels, mitigating some of the adverse effects of traffic declines. “A CMO can always reallocate that money into other channels and escape it—well, to a point,” he explains.

This adaptability is crucial for maintaining profitability in an evolving landscape where search engine traffic is less predictable. As the digital marketplace continues to shift, companies like Tripadvisor must remain vigilant and responsive to emerging trends.

Reimagining the Brand: A New Campaign for a New Era

As part of its efforts to cement its position in the travel planning sphere, Tripadvisor is launching a new brand campaign coinciding with its 25th anniversary. This campaign aims to reestablish the brand as a direct destination for planning travel, rather than just a link to Google search results.

Dacey explains the dual focus of the campaign: “How do we try and be more direct with people and then on the other hand, it’s about how we show up where people actually are.” This approach involves not only enhancing visibility but also fostering deeper connections with users by meeting them where they are in their travel planning journey.

The Road Ahead: Embracing Change and Innovation

Tripadvisor's strategic pivot in response to the evolving landscape of search highlights the necessity for companies to embrace change and innovate continually. As generative AI technologies become increasingly integrated into everyday search experiences, businesses must adapt their strategies to remain competitive.

The travel industry, in particular, is at a crossroads where traditional models are being disrupted by new technologies. By focusing on user experience, enhancing engagement through AI, and forming strategic partnerships, Tripadvisor aims to not only survive but thrive in this new environment.

FAQ

1. How is Tripadvisor adapting to changes in online search? Tripadvisor is repositioning itself as a primary travel planning resource by enhancing its app experience, improving its membership program, and leveraging AI to provide personalized recommendations.

2. What impact has generative AI had on Tripadvisor’s traffic? Tripadvisor has experienced a decline in traffic, with monthly visits dropping from 169 million to approximately 120 million, influenced by changes in how consumers access information via AI-powered search results.

3. How does the partnership with Perplexity benefit Tripadvisor? The partnership allows Tripadvisor to access unique behavioral and preference data, helping the platform attract high-intent users and expand its visibility in AI-driven search environments.

4. What financial strategies is Tripadvisor employing in light of declining search traffic? Unlike traditional publishers, Tripadvisor can reallocate its advertising budget across various channels, reducing reliance on search traffic for revenue while exploring new monetization opportunities.

5. What is the significance of the new brand campaign for Tripadvisor? The campaign marks Tripadvisor's 25th anniversary and aims to establish the brand as a primary destination for travel planning, enhancing user engagement and visibility in a rapidly evolving search landscape.