Tripadvisor is adjusting its approach amid shifts in search behavior driven by generative AI. Unlike publishers who face direct traffic losses, advertisers like Tripadvisor are preparing for broader changes as AI integrates more deeply into search.
Matthew Dacey, Tripadvisor’s Chief Marketing Officer, highlighted that Google’s AI-driven search is set to rapidly reduce traditional search traffic. While Tripadvisor’s monthly visits decreased from between 146 million and 169 million in early 2023 to about 120 million by February 2025, the decline reflects broader changes beyond Google’s AI Overviews feature.
Dacey explained that Tripadvisor aims to evolve from a simple search utility to a daily habit for travelers, offering value throughout the trip journey—from planning to en route phases. This shift focuses on enhancing the app experience, revitalizing the membership program, and positioning Tripadvisor earlier in the customer journey to encourage more frequent logged-in usage.
Currently, Tripadvisor has over 100 million active members, but app engagement remains low. AI technology will play a key role in personalizing the user experience by anticipating traveler needs and providing timely recommendations based on user-shared trip details.
A new brand campaign launching this month will celebrate Tripadvisor’s 25th anniversary and reinforce its image as a primary travel planning destination rather than just a referral link from Google.
Tripadvisor is also collaborating with AI search startup Perplexity to share behavioral and preference data that traditional search engines lack. In return, Tripadvisor’s curated listings appear within Perplexity’s responses, attracting more high-intent users. Plans are underway to extend this partnership to cover restaurants and experiences, aiming to generate revenue and increase qualified traffic in AI-powered discovery platforms.
Dacey noted that Tripadvisor’s focus on longer, specific search queries aligns well with AI environments, but the company must find ways to attribute and monetize this influence effectively.
This adaptive strategy positions brands like Tripadvisor more favorably in the AI era compared to publishers who rely heavily on pageviews. Advertisers can redirect budgets toward performance or partnerships to offset changes in search traffic, though some impacts on costs and traffic are inevitable.
Industry expert Tim Hussain observed that while advertisers may face indirect effects like rising cost-per-click prices, they retain flexibility to adjust marketing spend, unlike many publishers that depend on search traffic as their primary revenue source.