The transformation of TripAdvisor

Stephen Kaufer, Co-Founder, President & CEO, TripAdvisor – keynote interview

In the ITB Future Day, CEO Keynote interview from 11am today, Stephen Kaufer, Co- Founder, President and Chief Executive Officer of TripAdvisor, will be discussing the impressive strategic development of TripAdvisor. Spanning the company’s evolution from driving digitalisation in travel with community-driven reviews, through to building a leadership position as the de facto hub for travel planning with a portfolio of services, Stephen will share his perspectives on what’s next for the company within the changing dynamics of the travel industry. In November 2018, Kaufer literally “transformed” the company. We asked what this means for users, and what the feedback has been like since the changes…

We know that consumers want to travel with confidence and maximize the value of every trip, but travel planning can be overwhelming with so many different sources of online and offline information! While the wisdom of the crowds is helpful, travellers want to factor in the advice of friends and family more when making decisions. With the new TripAdvisor, users can search for places to go, things to do, and where to stay or eat can discover helpful recommendations from the people and experts they have chosen to follow. They can then easily save and share ideas to plan and book their perfect trip. While it is still early days for this new platform, initial engagement and consumer feedback has been very positive! This is just the beginning for TripAdvisor as we continue to work with the community to build the best experience for travellers worldwide

Why bring in brands, publishers and influencers in addition to friends and family as part of the community? How is your business model evolving?

Our community is comprised of travellers of with a variety of interests, needs, and demographics. We want to serve travellers of all ages, and want to continue to capture the attention of the younger, millennial audience as travel becomes a big part of their lives. We think the new TripAdvisor will succeed because travellers can now get useful and relevant advice from the people and experts they trust while still enjoying our more than 702 million reviews and opinions. Thus, we’re very excited to be changing travel yet again with the new TripAdvisor. Just as you have your go-to site or app for music and shopping, we are making sure TripAdvisor is now your go-to resource for travel.

Last year, you launched new performance analytics for sponsored placements. How have these been helping companies be more profitable?

We see Sponsored Placements as a real game changer and tools like performance analytics help our clients see the results too. With our key performance metrics, our customers can better measure the success of their campaigns and make strategic decisions about budget and timing. But we’re not stopping there. We continue to speak with our customers to understand how we can make improvements that enhance our solutions and make them more helpful for accommodations owners as they look to build their businesses on the world’s largest travel site.

How do you feel about being the “keynote” at the world’s biggest travel and tourism event for the rst time, and how important is ITB for you as a networking platform?

I am thrilled to join ITB! It is the perfect timing to come and meet the world of travel just now when TripAdvisor is transforming so significantly, in fact these changes are the biggest ones in our almost 20 years company’s history. It is also great to be in Germany, in the heart of Europe, which is such an important region for TripAdvisor. ITB is an international stage for travel and I am excited to meet and converse with business contacts and friends from across the global travel community. These events are always a great chance to learn and see other perspectives on the pressing opportunities and challenges of the global travel ecosystem.


CEO KEYNOTE INTERVIEW
Category: ITB Future Day
Date: Today, March 6, 2019
Time: 11am – 11:45am
Location: City Cube, Auditorium A4/A5


Photo: Stephen Kaufer Co-Founder, President and CEO, TripAdvisor