Brand Experience

CeO Tripadvisor Emphasizes Trusted Travel, Viator Success And Growth

22 March, 2024

Travel and experiences have become a staple of modern living, with the quest for new destinations and adventures taking us to every corner of the world. Recognizing this insatiable wanderlust, Tripadvisor has shifted gears, rolling out innovative strategies to become an even more trusted source for globe-trotters everywhere. As a marketing professional in the fitness industry, you understand the pursuit of continuous improvement and can appreciate the ambitious strides Tripadvisor is making, perhaps drawing parallels with the ever-evolving landscape of Gym Marketing and the quest for More Gym Members.

Since Matt Goldberg stepped into the role of chief executive at Tripadvisor, the company—which comprises key brands such as the review platform itself, Viator, theFork, and Cruise Critic—has been working cohesively to enhance the user experience. Viator is perhaps the most vibrant example of this, showcasing significant growth recently by offering diverse and exciting experiences to travelers.

Speaking at The Phocuswright Conference 2023, Goldberg revealed the pillars of Tripadvisor’s growth strategy, which could serve as valuable insights for those involved in Advertising For Gyms. His forward-thinking approach emphasizes the importance of a balanced portfolio, integrating the strengths of each brand to attract and engage their collective audience more effectively.

Tripadvisor, with its mammoth user base, works in concert with Viator by steering a third of its visitors who are seeking experiences, and the rest equally interested in dining and hotels. This collaborative synergy has resulted in 30 million new travelers being introduced to Viator’s bookable activities in 2023, outpacing the previous year. This accomplishment not only strengthens the bond between the brands but could inspire those responsible for Gym Lead Generation to consider similar collaborative strategies to expand their reach and repertoire.

Goldberg also addressed the potential of creating a loyalty program for Viator, which could mirror the fitness industry’s member retention efforts. As repeat business is critical for sustainable growth, devising loyalty programs has been a cornerstone of prosperity for gyms and fitness centers. Such programs encourage ongoing engagement and provide incentives for members to stay committed.

Just like providing personalized training regimes in Gym Marketing, Tripadvisor is harnessing Generative Artificial Intelligence to tailor travel itineraries, to the delight of their users. Although still in its infancy, the itinerary building tool promises to evolve, eventually incorporating bookable experiences and hotel options that cater to the traveler’s unique preferences.

Tripadvisor’s Plus paid subscription service, though not the current focus, also speaks to the importance of understanding what offerings truly resonate with customers—an imperative consideration when it comes to Facebook Ads and attracting the right audience to fitness services.

As Goldberg aptly articulated, the convergence of Tripadvisor and Viator not only broadens the spectrum of travel possibilities but also dives deep into the catalog of available activities. Herein lies a lesson for the marketing mavens in the fitness industry: depth and breadth in service offerings, just like in travel experiences, can converge to create an attractive, compelling proposition for customers.

In the realm of travel or fitness, success often hinges on the ability to leverage existing assets to create new avenues for growth and revenue. Tripadvisor’s strategic initiatives provide valuable insights on how to stay relevant and attractive to a diverse audience, just as gyms must continually evolve to keep their members engaged and loyal.

In conclusion, Tripadvisor’s expansion and improvements serve not only as a boon for travelers but also as a source of inspiration for marketing professionals. Whether it’s Gym Marketing or curating incredible travel experiences, the principles of understanding and serving an audience with authenticity and innovation remain the same. As the travel industry continues to evolve, so too must strategies for More Gym Members and Advertising For Gyms, ensuring adaptability and growth in a world where experience truly is everything.