Tripadvisor's AI Strategy: From Search to Habit

Tripadvisor is recalibrating its strategy to adapt to the evolving search landscape, focusing on becoming a daily habit for users. As generative AI transforms how people find information, the travel company is shifting its approach to maintain relevance and engagement.

According to Matthew Dacey, Tripadvisor's CMO, Google's integration of AI into search is expected to reduce search volume significantly. This shift has prompted Tripadvisor to rethink its reliance on traditional search traffic, as users increasingly turn to AI-powered tools for information.

While Tripadvisor has not seen drastic impacts, its monthly visits have declined from 146-169 million in early 2023 to around 120 million by February 2025. This drop coincides with the rollout of AI Overviews, which are changing how users interact with search results.

Becoming a Daily Habit

Tripadvisor aims to transition from being a utility used primarily for travel planning to a daily habit integrated into users' routines. This shift involves three key steps: enhancing the app experience, updating the membership program, and positioning Tripadvisor as the starting point in the customer journey.

"We want Tripadvisor to be more than just a tool for planning trips," Dacey explained. "Our goal is to make it a go-to resource for everyday browsing and travel inspiration."

AI-Powered Personalization

To achieve this, Tripadvisor is developing AI features that anticipate travelers' needs. The app will use shared planning and booking details to provide personalized recommendations at the right time. Push notifications, powered by AI and user-generated content, will offer contextual answers to travelers' questions.

"AI allows us to understand our users better and deliver tailored experiences," Dacey said. "By leveraging AI, we can ensure that travelers receive the information they need, exactly when they need it."

Partnership with Perplexity

Tripadvisor has partnered with AI search startup Perplexity to enhance its reach in the AI-powered discovery space. Perplexity gains access to Tripadvisor's behavioral and preference data, while Tripadvisor's hotel lists are featured in Perplexity's summaries.

Dacey reported promising results from the partnership, noting that it has attracted high-intent users. The deal is expected to expand to include restaurants and experiences, further cementing Tripadvisor's presence in AI-driven environments.

"This partnership aligns with our strategy to meet users where they are," Dacey said. "By integrating with Perplexity, we can reach users who are already engaging with AI tools and provide them with valuable travel information."

Navigating the AI Era

As the search landscape evolves, brands like Tripadvisor may have an advantage over traditional publishers. Unlike publishers that rely heavily on pageviews, Tripadvisor can reallocate ad spend to performance-driven channels and partnerships.

"The AI era presents both challenges and opportunities," said Tim Hussain, co-founder of Signal42. "While advertisers may face rising costs per click, they have the flexibility to shift budgets to more effective channels."

Tripadvisor's focus on AI personalization and strategic partnerships positions it to thrive in the changing search environment. By becoming a daily habit and leveraging AI to enhance the user experience, the company aims to remain a trusted resource for travelers in the AI age.