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UK testbed for new-look TripAdvisor site
The UK is the first country to gain a re-designed TripAdvisor website.
The site, which captures reviews and advice from travellers, chose the UK first as it provides a “critical audience”.
The new design will be tested and tweaked before being introduced globally by the end of the year.
“The research patterns and site behaviour of travellers from the UK are representative of our overall audience, so we decided to start with .co.uk,” a spokeswoman said.
“The new design is expected to be rolled out to TripAdvisor.com by the end of this year. Exact timing will depend on the feedback we get. Other TripAdvisor pages and domains/countries will follow, keeping local needs in mind.”
She added: “The new design is tailored to meet the needs of the majority of our audience – both heavy researchers and quick decision makers – and is clean, simple and organized, making it easier to scan our vast, rich content and to find exactly what travellers are seeking.
“Our rapid growth – from 5 – 10 million reviews and opinions in just one year – and the steady introduction of new features necessitated this redesign.”
by Phil Davies
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