Don’t Just Visit
The Tripadvisor version of a destination is the better version of a destination.
The world’s largest travel site didn’t have the world’s largest recognition. To fix that, we had to change people’s travel planning behavior by making Tripadvisor a destination in its own right.
Instead of declaring battle in the price wars between travel sites, we wanted to change the overall behavior of travel planning. We knew that the first step everyone takes in their travel planning is an online search, so we hacked that behavior by telling people to change how they began their vacation planning.