BEFORE the end of the year,
TripAdvisor aims to position
itself as a social media
platform that also provides
users with personalised,
‘expert travel advice’ from
over 500 partnered suppliers
(hotels, airlines, and car-rental
companies), OTAs and social
media ‘influencers’, publishers
including National Geographic
and Condé Nast Traveller, as
well as other users.
When users log in to
TripAdvisor their feed will
display travel content tailored
to their specific travel interests
based on an algorithm.
This content will take the
form of videos, pictures,
recommended itineraries,
advice on where to stay and
which flights and transfers
to use, and articles on how
to plan for the challenges
a destination or itinerary
presents. Users will also be
able to compare supplier and
OTA prices on TripAdvisor,
select the offer they are
interested in and click through
to make a booking.
TripAdvisor said there were
no plans for the company to
become an OTA.
Tracy Teichmann, manager
of Sure Adcocks Travel, queried
who would take accountability
if a booking wasn’t honoured
or didn’t meet expectations.
“Who will take responsibility?
TripAdvisor? The supplier? The
influencer?”
TripAdvisor explained to
TNW that customers would be
making bookings directly with
suppliers and therefore all
customer service issues would
be handled with the suppliers
directly.
Despite this risk, Tracy
believes the platform will
encourage clients booking with
SA agents to migrate online.
“It will have a similar impact to
that of Airbnb.”
Vicky Steinhardt, marketing
and product manager at
Pentravel, agreed. “I am
confident clients will adapt to
the new, improved TripAdvisor
platform. Why wouldn’t they, if
the content is more relevant,
personalised and mobile
friendly?”
Tracy added that TripAdvisor
would also use the platform’s
API compatibility to capitalise
on the airlines’ requirement to
distribute NDC content directly
to consumers. “It is another
opportunity for airlines to cut
agents out and it’s easy for
TripAdvisor to provide this
distribution service.” However,
Richard Beadle, head of
advertising and sales at
GSTA, said he didn’t think the
platform would steal existing
clients. “Travellers who would
be attracted to this platform
are already tech-savvy enough
to find this information online.”
Richard and Franz Von
Wielligh, gm of Flight Specials,
suggest that the platform is
an opportunity for the trade
to market travel directly to
consumers. “The trade can
use this platform to direct
users down a sales funnel
and back on to its websites,”
said Franz.
