TripAdvisor Takes an Ecosystem Approach for Destination Brands

TripAdvisor added a new tool that allows tourism boards to post feeds of events, photos, videos and promotions in conjunction with targeted banner advertising on their perspective pages within the TripAdvisor website. This is a great opportunity for destination brands to share their content and offerings to users who are actively researching the area.

Allowing branded content to be re-purposed and shared across multiple channels is something that One to One Travel has been pushing for years, and it is great to see a large volume website incorporating that strategy into their business model. This is part of a larger web 3.0 strategy shift that allows a true online ecosystem where content may be housed on a central platform and seamlessly distributed to many channels in many formats. Companies like TripAdvisor who facilitate this will be well ahead of the competition.

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- Rob