“As an information platform, we know a whole lot about what travelers want,” says Nelson, noting details like income bracket, geography, demographics. “Our objective is to continue to build out a consumer experience that is deeply personalized,” she added, noting that such engagement can be monetized by a “premium advertising business.”
For example, TripAdvisor can sell ads to sunscreen marketers hoping to target consumers who are already researching a beach trip, or car companies looking to attract customers planning a road trip.
TripAdvisor recently reorganized its sales team and is exploring how it can better serve marketers by using its data, says Maguire, who notes that the effort will mature in the second half of the year.
Nelson says that unlike other platforms attracting digital advertisers, like YouTube and Facebook, which have questionable content, TripAdvisor’s travel site is a safer bet for brands.