TripAdvisor will launch a new website and app later this year designed to reposition the brand as a personalised “travel feed”.
The Guardian reports TripAdvisor’s new-look will position it as “the most personalised and connected travel community” in the world.
It will stretch the brand’s reach beyond reviews to include content from publishers, brands and social media influencers.
Members, meanwhile, will be able to add, create and curate their own content, including photos, videos and articles.
Articles can range from itineraries, maps and wishlists to in-depth destination guides or reviews.
It will be underpinned by what it has described as the world’s first “travel feed”, which will feature content from partners including National Geographic and Conde Nast Traveler.
The new design is currently in beta, with a view to launching later this year.