Tripadvisor is rethinking its role in the evolving search landscape shaped by generative AI. Unlike publishers who face sharp declines in search traffic, advertisers like Tripadvisor are experiencing gradual shifts and are preparing for the future.
Matthew Dacey, Tripadvisor’s CMO, noted that Google’s AI-enhanced search will quickly change user behavior, reducing traditional search traffic. Tripadvisor’s monthly visits dropped from around 146-169 million in early 2023 to approximately 120 million by February 2025, partly due to AI features like Google’s direct answer overviews.
To address this, Tripadvisor aims to transform from a utility accessed through search into a daily habit for travelers. The strategy focuses on enhancing the app experience, revamping the membership program, and positioning Tripadvisor as a starting point for travel planning rather than merely a search step.
Currently, the platform has over 100 million active members, but app engagement remains low. AI will play a crucial role by anticipating traveler needs and delivering timely, personalized recommendations based on user data and content generated on the site.
A new brand campaign launching during Tripadvisor’s 25th anniversary seeks to establish the company as a primary travel planning destination, not just an intermediary in search results.
Tripadvisor has also partnered with AI search startup Perplexity to integrate behavioral and preference insights unavailable to traditional search engines. This collaboration lets Tripadvisor’s hotel lists appear in Perplexity’s AI-generated summaries and is expanding to include restaurants and experiences. This partnership aims to attract more high-intent users and generate qualified traffic within AI discovery platforms.
Dacey emphasized that longer, specific queries are well-suited to Tripadvisor’s content, presenting opportunities to convert AI-driven influence into tangible revenue.
Compared to publishers, brands like Tripadvisor are better positioned to handle AI’s impact since they rely less on pageviews and can shift advertising spend into performance marketing and partnerships. Still, concerns remain as search traffic changes affect costs and strategies.
Tim Hussain, co-founder of AI consultancy Signal42, observed that while advertisers will see effects such as rising cost-per-click, they have more flexibility than publishers to reallocate budgets and adapt to the shifting search environment.