TripAdvisor is overhauling its website to bring the user experience more in line with social platforms, creating a personalised travel hub.
Functionality will include being able to save recommendations, follow friends, influencers and brands, and make creating content easier.
Stephen Kaufer, co-founder and CEO of TripAdvisor, described the move as “going from the world’s largest travel site to the most personalised and connected travel community ever,” reports Marketing Week.
Making the platform more like a social network, where users have their own profile and can post updates, comes in the wake of new research carried out by TripAdvisor.
It found that 66 per cent of people read reviews when planning a trip, 62 per cent said the recommendations of friends and family were more important, while 36 per cent watch videos, 47 per cent read articles and 45 per cent are influenced by photos.