Matthew Goldberg on customer acquisition
From From Inspiration to Action – #Tripadvisor’s Strategic Shift | #Phocuswright Europe 2025 · · Phocuswright
“We focus a lot on the app. We focus a lot on the marketing channels that would bring travelers direct and we focus on the product experience that would cause somebody to want to come direct and of course rewarding them through loyalty and membership.”
On , Matthew Goldberg, President, Chief Executive Officer & Director at TRIPADVISOR INC, spoke about customer acquisition during From Inspiration to Action – #Tripadvisor’s Strategic Shift | #Phocuswright Europe 2025 on Phocuswright.
About Matthew Goldberg
Matt Goldberg, President and CEO of Tripadvisor, has emphasized the company's focus on trust and artificial intelligence, stating that "in a world of AI, trust becomes increasingly more rare, more precious, and more valuable." He has described Tripadvisor's goal as becoming a "trusted AI intermediary" in travel, a category he called "a very considered purchase." Goldberg has also discussed the company's strategic shift from "arbitrage economics to engagement economics," noting that meta search now accounts for less than a third of revenue and is not a growth driver. He highlighted partnerships with OpenAI and Perplexity for AI discovery, saying the company is "experimenting and learning" with agentic AI and monetizing its data through licensing deals. Goldberg has pointed to experiences as central to Tripadvisor's growth strategy, noting that Viator is growing profitably and that the company's tours unit saw a 40% revenue increase. He stated that "two-thirds of travelers now place more value on experiences" and that "three quarters of travelers tell us they will prioritize travel no matter what happens externally." Goldberg also discussed the company's financial performance, saying that for the first time in its history, every segment contributed profit. He described Tripadvisor's vision as becoming "the leading, most trusted source of travel and experiences" and said the company is "shifting from arbitrage economics to engagement economics" by focusing on direct consumer engagement, loyalty, and product innovation.