Problem Statement
In 2019, Tripadvisor faced challenges in appealing to newer generations of travelers. Existing users also encountered difficulty in discovering content from fellow like-minded travelers. Moreover, there was a significant 24% decline in user-generated content from 2018 to 2019.
Sources:
"Traveler Truths Study," Tripadvisor, 2019
"Sales Summit," Matt Dacey, Tripadvisor, 2019
How could we...
How could we attract & monetize younger generations of travelers to use Tripadvisor's platform?
How could we connect like minded travelers through Tripadvisor's flagship product?
How could we increase the amount of user generated content created?
Hypothesis
By introducing the "Stories" product, we'll make user-generated content more engaging, accessible, and efficient. It will also foster connections among like-minded travelers, attracting younger generations as well.
Current (2019) Experience: Scenario
Sam, a traveler, wants to share his experiences with others. While he can easily upload photos and reviews, he's seeking a community where he can both share and discover content that resonates personally with him.
The Solution
Streamline content submission and enhance UI for fast, easy access.
Allow travelers to upload content via the Tripadvisor app, both during and after their trips.
Introduce 'TripFilters' to let travelers infuse personality into their 'stories' with user-generated content.
From an ad sales perspective, this product aligns with the geolocation-based filters seen on platforms like Facebook, Instagram, Snapchat, and TikTok. Tripadvisor could monetize this feature by allowing advertisers to sponsor geo-specific filters targeting particular traveler segments.
Enhance travelers' content with the addition of stickers, creating delightful moments post-capture. These could range from travel-themed illustrations to textual review snippets and geotags. Furthermore, a pivotal feature on the content editing screen would be the sharing capability, allowing travelers to connect with friends, acquaintances, and the broader Tripadvisor community.
Video component that will bring stories to life.
Travelers can showcase their 'stories' content, along with past reviews and recent uploads, on a dedicated space, formerly known as the 'profile' on Tripadvisor. This space also highlights stories and content from their traveler network. For monetization, this curated space offers the potential to seamlessly integrate advertiser content, supporting the funding of this new product and initiative.
Travelers can seamlessly browse stories from their network, including friends and family, in a sequential manner. They're empowered to share, save, download, and even remix the stories they encounter.
