TripAdvisor redesign puts activities front and centre alongside hotels

More evidence that TripAdvisor has moved a long way from its original hotel review offering – with a redesign and strapline that shows how important bookings have become.

The new site, officially released this week, has search for hotels, rentals, restaurants, flights and now things to do all in a prominent position on the homepage.

It is the first time attractions and in-destination tours and activities have featured alongside existing products available on TripAdvisor.

The decision to give such a profile to what was originally a small part of the overall TripAdvisor business, especially compared to its efforts with hotels, follows a major increase in interest for tours over the past six months.

TripAdvisor says it has seen an increase in bookings for that segment jump by 150% year-on-year in the first eight months of 2016.

Adding booking services for tours and activities (made possible via its acquisition of Viator for $200 million in the summer of 2014) will go another step to completing the company’s mantra of covering the “complete travel experience”.

Other enhancements to the things to do channel includes new product pages, videos, point-of-interest search for activities and voucher redemption tools for Viator codes.

The site’s new strapline – “Know Better. Book Better. Go Better” – is also far removed from the focus on travel information and reviews of yesteryear.

Vice president of product for attractions, Jeff Chow, who joined from Google in April this year, says:

“The tours and attractions industry has been making amazing progress in recent years, moving towards adopting the digital and mobile ways consumers book travel.

“Our goal is to accelerate this transition by delivering a world full of local travel experiences to our users, instantly bookable on a smartphone, tablet or desktop using TripAdvisor.”

Meanwhile, TripAdvisor has been involved in heavy promotion (a site pop-up – at least for now, presumably, until Google implements its reported crackdown on pop-up laden websites in search results) for its deal with Amazon, offering visitors a gift card for the online retailer if users book and then review a hotel on the site.

tripadvisor amazon offer

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  1. Michael

    Are they only listing “Things To Do” that they sell tickets for on Viator? I own an attraction and Viator contacted me and then never followed up.


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