Case Analysis: Tripadvisor

Digital Marketing
TripAdvisor was formed in 2000 out of the personal frustration of three people who were unable to find unbiased information on the internet regarding hotels and users’ accommodation experiences. Out of the frustration, Kaufer and his cohort set out to amalgamate users’ experiences about their travels on one site, and thus TripAdvisor was born. It is now one of the most sought-after sites for anyone who is planning a vacation, with listings of over 400,000 hotels, 90,000 attractions, and 70,000 destinations. With such a wide portfolio, it is beneficial to understand the reasons and motivations behind the company’s appeal to customers and why customers spend their time to leave reviews after their travels to the various destinations. An investigation of their success journey and the continued appeal from consumers can assist other companies to rethink how user-generated content can be effectively applied in revenue-generating activities, plus how companies can positively influence the choice making satisfaction. More so, roles are evolving and no longer are customers just passive consumers of advertisements put out by advertisers. It is not any more the prerogative of the ad agency or their
It is no longer plausible to rely on the unidirectional model of influencing the masses as the advertising role has become more fragmented where various stakeholders have equal voices on what it is they need. User-generated content demands a rethink of the conventional advertising systems and managers should pay close attention to ways of influencing the segment; for instance, through stealth marketing. Stealth Marketing enables the consumers to be the carriers of the message where they can create a buzz about a product or service. Advertising has now become more multi-dimensional, diverse, and fluid; thus, managers too should be liberated in their