Under the leadership of Chief Marketing Officer Matt Dacey, Tripadvisor is reimagining its role in the traveler journey—from a place people visit for research to a platform that engages, rewards, and personalizes throughout the trip lifecycle. Tripadvisor is investing heavily in AI not just to respond to customer queries but to proactively anticipate them. By leveraging AI, Tripadvisor provides timely nudges like restaurant suggestions two weeks before a trip or reminders about travel documents just days before departure. This proactive model could shift the traveler’s perception of Tripadvisor—from a research tool to a trusted companion across the entire journey. Tripadvisor’s Viator platform now offers more than 400,000 bookable experiences, from walking tours to culinary adventures. Hotel loyalty preferences may not be shifting dramatically, but the context for decision-making increasingly comes from what people want to do, not just where they want to sleep. All of this has led to Tripadvisor’s latest move: a new membership program designed around three pillars—simplicity, flexibility, and value. Tripadvisor Rewards delivers 5% cash back in the form of “Trip Cash” on any bookable hotel or experience. Unlike traditional points systems, Trip Cash is dollar-for-dollar and can be used anywhere on the platform. Members are rewarded not just for booking, but also for planning trips and contributing reviews. Every new member also receives a $30 voucher to use on experiences—an immediate nudge toward the part of travel that consumers increasingly value most.