Transforming Tripadvisor’s Business Partner Experience
While at Somnio I had the pleasure of leading the strategic and creative development for this project collaborating with a visionary client and an exceptional team of creatives.
The Challenge
In 2022, Tripadvisor sought to consolidate its fragmented business offerings into a cohesive Business Partner space to drive subscription growth for its travel audience data and content studio solutions.
With over nine different URLs catering to hotels, restaurants, retailers, and advertisers—each with inconsistent branding and UX—partners struggled to navigate Tripadvisor’s business solutions and identify the right products for their needs. The existing journey lacked personalization, making it difficult to convert freemium partners into paid subscribers.
The Insight
Tripadvisor’s business audiences have distinct goals:
• Hotels, restaurants, and retailers seek to boost visibility and customer sentiment.
• Advertisers want innovative content backed by unique audience insights.
Yet, both groups were unaware of Tripadvisor’s full suite of business solutions and how leveraging its travel audience data could drive their success. The partner experience needed clarity, personalization, and a compelling reason to subscribe.
The Approach
We repositioned Tripadvisor for Business to deliver a user-centric experience that simplified discovery and decision-making:
• Clear Value Proposition – We reintroduced Tripadvisor’s business solutions under the inviting message: “A world of experience to help your business thrive.”
• Dynamic, User-Led Experience – Shifted from a passive product-led approach to an interactive consulting hub, enabling partners to quickly assess and access solutions tailored to their goals.
• Personalized Engagement – Implemented a live intake form to capture partner objectives, allowing Tripadvisor to deliver targeted content and retargeting efforts, via emails and support materials that highlighted subscription benefits relevant to them.
The Impact
• Unified Business Platform – Collapsing nine landing pages into a single, streamlined business website with intuitive UX/UI and messaging that clearly outlined solutions.
• Increased Engagement & Conversions – The enhanced experience made it easier for partners to see the value of Tripadvisor’s premium offerings, leading to higher subscription adoption.
• Data-Driven Personalization – The live intake form helped Tripadvisor understand partner needs, allowing for more effective content curation and tailored marketing efforts.
By transforming its business experience, Tripadvisor positioned itself not just as a platform, but as a trusted partner in growth, making it effortless for businesses to thrive with its wealth of audience insights and solutions.
