Technology

TripAdvisor welcomes brands and influencers with new ‘travel feed’

Ali Coulton

TripAdvisor has unveiled a shiny new website and mobile experience with a social media spin.

Currently in beta, the new site will launch later this year and will allow members to connect with influencers, brands and friends to share content which will be aggregated into a ‘travel feed’.

Members can create and view inspirational content including photos, videos and articles plus create in-depth travel guides, itineraries or just wishlists.

When searching a particular destination, the feed automatically narrows the scope of the information displayed to that particular geographic location.

For example, members planning a trip to Paris may see a food critic’s article on the best restaurant in the city, an influencer’s travel guide of “must-do’s,” and a friend’s review of a new hotel near the Eiffel Tower.

“The new travel feed is extremely personalised,” A TripAdvisor spokesperson told Travel Weekly. 

“Every user’s feed will surface personalised content around who they are as a traveller — based on their follows, recent searches, travel interests and destinations they are interested in visiting, etc.”

However, the platform denies the brand and influencer involvement will lead to paid placements with TripAdvisor at this time.

Brands will still be unable to post reviews, while influencers will only be able to post reviews for stays and experiences that they have paid for themselves.

“Right now, we are focused on making the experience the best it can be for travellers, businesses and influencers,” the spokesperson said

“We don’t allow or accept reviews that have been paid for (they break TripAdvisor’s rules on review bias), and will remove any review found to be in breach of this policy.”

Steve Kaufer, CEO, introduces the new TripAdvisor travel feed, Monday, Sept. 17, 2018, in New York City.

While in beta, more than 500 social media influencers, well-known consumer brands, publishers and travel partners have joined the new TripAdvisor — with more being added every day.

“TripAdvisor is poised to disrupt the travel industry once again as we create a more personalised and connected community,” said Stephen Kaufer, CEO & co-founder of TripAdvisor.

“The new TripAdvisor is the one travel site that brings together social-assistive tools, amazing content and our existing booking capabilities to merge the joy of planning and discovery together into a single experience. We are assisting our members at each step of their journey as we become a more personalised, inspirational and useful TripAdvisor.”

In addition to the many content creators joining the platform, TripAdvisor’s team of destination experts and TripAdvisor Media Group brands, including Smarter Travel, Cruise Critic and TheFork.com, will also contribute to the site experience through unique profiles.

Members will be able to follow favourite brands like National Geographic, Condé Nast Traveler, Travel Channel, Business Insider & Insider Guides, PopSugar, Great Big Story, Pandora, GoPro, Goop, NYC & Company, Nashville Convention and Visitors Corp., and The Knot, among many others.

Members will also be able to follow leading social media influencers like television personality and restaurateur Giada De Laurentiis, as well as travel bloggers Travel Babbo and The Points Guy.

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