“But then something changed. The Internet and TripAdvisor, in particular, changed how travel information was shared between ordinary people. We became one of the first sites to give travellers a global platform and a voice. I would love to say it was intentional, but it wasn’t. When we created the ‘write a review’ button on our site we had no idea the extent to which consumers would embrace it. There were certainly plenty of skeptics at the time who thought only those with an axe to grind would post reviews. Or that regular customers couldn’t really offer the same level of helpful insight as the paid “experts.””
Steve Kaufer is the CEO of TripAdvisor, LLC. Read his full account of how TripAdvisor changed the way we travel in this EXEC Digest Feature.