TripAdvisor Digs Deeper Into Social Travel With a Personalized Recommendation Feed
Skift Take
TripAdvisor already was a social travel site before the beta launch of its new travel feed, and it has resources in this area that many failed startups didn't have — namely, a massive user base, a global brand, and profit. Still, this site redesign may not move the proverbial needle as much as the company hopes.
TripAdvisor is announcing an "all-new TripAdvisor," a beta on desktop and mobile that includes what it characterizes as the first travel-specific feed of personalized recommendations from friends, social media influencers, and publishers.
Skift gathered many of the details of the launch from sources close to the company, and a YouTube video (see below), but at publication Monday we hadn't yet viewed a live version of the beta. It is currently a closed beta, and the company said it will be released to the public globally on all devices by the end of the year.
In offering what TripAdvisor describes as its new "social-assistive tools," the company, which has in the past carried out Facebook integrations and has long enabled users to view hotels where their friends have stayed, is getting deeper into the social aspects of travel recommendations. It is also trying to enmesh itself in everything from travel inspiration to booking, both pre-trip and during the journey, as well as storytelling Snapchat- and Instagram-style.
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