Teaching Note | HBS Case Collection | June 2012 (Revised October 2012)

TripAdvisor (TN)

by Sunil Gupta

Abstract

By 2010, TripAdvisor (TA) was the largest travel site in the world operating in 24 countries and 16 languages, with listings for 455,000 hotels, 92,000 attractions and 564,000 restaurants in over 71,000 destinations worldwide. It had over 40 million reviews from 35 million unique monthly visitors who were contributing 21 new reviews every minute.
Known for its hotel reviews, TA expanded into flights, vacation rentals and international markets like China. Each of these expansion paths provided unique opportunities as well as new challenges. In August 2010, Stephen Kaufer, CEO, was debating how to prioritize his growth plans for the company.

Keywords: marketing; digital marketing; Marketing Strategy; Internet; Search Technology; Online Technology; Travel Industry; Tourism Industry; China; United States;

Citation:

Gupta, Sunil. "TripAdvisor (TN)." Harvard Business School Teaching Note 512-108, June 2012. (Revised October 2012.)