Just over 18 months after serving as CEO of TripadvisorMatt Goldberg says the brands – the review site, Viator, theFork and Cruise Critic – pursue the common goal of being “the most trusted source for travel and experiences.”
While the brand experience Viator numbers have spoken for themselves in recent quarters, Goldberg is focusing more on how he works with Tripadvisor.
During a session on the central stage at The Phocuswright Conference 2023 he gave an update on the company three-pronged strategydevelopments in generative artificial intelligence and marketing efforts.
“If you can have an audience the size of Tripadvisor, a third of whom come to us for experiences, the other two thirds equally for restaurants and hotels, that’s a very good balanced portfolio of travelers who come to us “, did he declare. “But if you can make the two work together really effectively, Tripadvisor can be broad and guide a traveler to whatever type of experience they want to have, Viator can be very deep.
“Already in 2023, we have introduced 30 million more travelers to bookable experiences that Viator can offer compared to the previous year, and for Tripadvisor, we can expand this to other categories, other geographies and generate a very good source of growth income on the market. , which together with media and meta makes it a balanced portfolio that can drive growth and profitability.
During the conversation, Goldberg explained why he Plus a paid subscription serviceunveiled in early 2021, is less of a focus, adding that a loyalty program for Viator has great potential to generate repeat business.
He also mentioned some of the first results from Tripadvisor’s itinerary toolwhich uses generative AI, and said bookable experiences and hotel experiences would be added in the future.
See the full interview with PhocusWire Senior Reporter Linda Fox below.
Tripadvisor: Going global – The Phocuswright Conference 2023
