Tripadvisor sees dollar signs in generative AI

Integrating generative AI into its Trips travel-planning tool is resulting in positive returns for Tripadvisor

Speaking during Tripadvisor's third-quarter earnings call Tuesday, Goldberg called the summer integration a "significant upgrade" for Trips. Using OpenAI technology, users of Trips can create personalized itineraries with generative AI. The technology is being beta tested now.

Key takeaways

• During the first three months in beta, members who created itineraries returned at a much higher rate within the first seven days than members who hadn't created an itinerary;
• Tripadvisor has also found that those who build an itinerary generate an average of three times more revenue than the average Tripadvisor member. The average member already generates about 10 times more revenue than non-members;
• Tripadvisor is also using generative AI and machine learning to create content on its most popular destination pages, like New York and Paris. The content utilizes Tripadvisor reviews and ratings. As a result, users are more frequently saving hotels, restaurants and experiences - Goldberg said the save rate is up 15%.

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