Although TripAdvisor is already the top travel site on the web, in order to continue its expansion and attract even more advertisers, it needs to maintain its growth as well as its reputation. So the main question is: How can TripAdvisor increase its presence even further? The answer is to focus on increasing user interaction, build-up consumer trust, and most importantly, increasing the amount of reviews so its content is always up-to-date.
In order to maintain its position as the ultimate travel authority site, we suggest a three-step approach to expanding TripAdvisor’s content while maintaining consumer trust:
Increase acquisition of reviewers through new points of interaction
Increase content submission by existing users
Build trust among members and first-time users
Increase content submission by existing users
Build trust among members and first-time users
Our campaign aims at addressing the possible reasons as to why users don’t post reviews.
We have also created incentives for those who become new reviewers and for users to post more frequently.
Project by: Ujjaini Lahiry, Camila Xavier, Astrid Rengifo and Joao Prospero.
New York University, Digital Strategies for Marketing, 2013.
Project by: Ujjaini Lahiry, Camila Xavier, Astrid Rengifo and Joao Prospero.
New York University, Digital Strategies for Marketing, 2013.
