Matt Goldberg, who has been CEO of TripAdvisor for just over 18 months, says the review site's Viator, theFork and Cruise Critic brands will become “the most trusted source for travel and experiences.” They say they are pursuing a common goal:
While experience brand Viator's numbers have spoken for the past few quarters, Goldberg is focused on how it works with TripAdvisor.
In a center stage session at The Phocuswright Conference 2023, he provided an update on the company's three-pronged strategy, generative artificial intelligence developments, and marketing efforts.
“If we could build an audience as large as TripAdvisor, we'd have one-third of them coming to us for the experience, and the other two-thirds coming for the food and hotels in the same proportion. “If we do that, we will have a very balanced portfolio of tourists visiting us,” he said. “But if he can make the two work together effectively, TripAdvisor will be broad enough to guide travelers to all kinds of experiences they want, and Viator will be very deep.”
“In 2023, we have already introduced the bookable experiences Viator enables to more than 30 million more travelers than last year, and we look forward to expanding that to other categories and geographies. We can drive the growth of a really nice revenue stream in the marketplace space.'' Combining media and meta creates a balanced portfolio that can drive growth and profitability. ”
During the conversation, Goldberg touched on why the company's paid subscription service Plus, which was announced in early 2021, hasn't received much attention, and said Viator's loyalty program has great potential to drive repeat business. he added.
He also touched on some of the early results of TripAdvisor's itinerary creation tool, which uses generative AI, and said it plans to add bookable experiences and hotel experiences in the future.
Read the full interview with PhocusWire Senior Reporter Linda Fox below.
TripAdvisor: Challenge to go global – Focusrite Conference 2023
