Tripadvisor's AI Strategy: From Search to Habit

Advertisers are preparing for the impact of generative AI on traffic. Tripadvisor is already shifting its strategy as search evolves. The company is not mirroring Dotdash Meredith's approach to a future without Google traffic, but it is recalibrating.

According to Matthew Dacey, CMO at Tripadvisor, Google's AI in search will significantly reduce search volume and adoption will increase quickly.

While the travel company hasn't been greatly affected, monthly visits dropped from between 146 million and 169 million in early 2023 to around 120 million by February 2025, according to Statisita. This coincides with the rollout of AI Overviews. The way people find information is evolving and Tripadvisor is adapting.

Becoming a Daily Habit

Dacey wants to reposition Tripadvisor as a daily habit, not just a utility, for browsing, planning, or travel. The goal is to transition from search to a regular routine.

This involves three steps: improving the app, updating the membership program, and elevating Tripadvisor in the customer journey to be the starting point. The aim is to increase app engagement among its over 100 million active member accounts.

AI-Powered Personalization

Tripadvisor is developing AI features to anticipate traveler needs using shared planning and booking details. The app will provide personalized recommendations at the right time. According to Dacey, push notifications will use AI and user-generated content to answer travelers' questions with contextual information.

A new brand campaign will reinforce this message, celebrating Tripadvisor's 25th anniversary and establishing it as a direct planning resource. Dacey describes their strategy as being more direct with people and meeting them where they are.

Partnership with Perplexity

Tripadvisor is partnering with AI search startup Perplexity, giving Perplexity access to behavioral and preference data. In return, Tripadvisor's hotel lists are featured in Perplexity's summaries. Dacey reports promising results six months into the partnership and that the deal is attracting high-intent users. The partnership will eventually include restaurants and experiences. The objective is to generate revenue, drive traffic, and establish a presence in AI-powered discovery environments.

Dacey believes Tripadvisor is well-positioned because longer queries will always lead to interesting content. He wants to ensure Tripadvisor receives credit and tangible benefits from this influence.

Brands like Tripadvisor may have an advantage over publishers in the AI era because they don't monetize pageviews in the same way, allowing them to reallocate ad spend to performance or partnerships. CMOs are concerned but have more options. Tim Hussain, co-founder of Signal42, notes that while advertisers may experience rising CPCs, they can reallocate money to other channels, unlike publishers who rely on traffic.

Scaled ad tech companies need to maintain relationships with startups, when the sector is experiencing ongoing disruption due to AI. Uber’s global head of advertising Kristi Argyilan says the future of retail media hinges on real-time relevance, brand differentiation, and breaking free from a one-size-fits-all playbook. The majority of marketers are directing ad spend toward TV, with a focus on ads that drive impressions and branding.