How would you improve TripAdvisor?

What is TripAdvisor? Today, online reputation is everything, and TripAdvisor is one of the major players in the hotel reputation space where users share their revives as per their experience. Apart from writing review coments, users rate the experience on the scale of 1 to 5. Based on the raking based , best delas are displayed to the user , enabling users to reach to the parner OTAs for booking.  Booking decisions are highly impacted by users reviews on TripAdvisor. 

Clarification question: 

When we say improve TripAdvisor, are we saying to improve TripAdvisor product or it is for the hotels to improve their rating on TripAdvisor or partners improve their ranking on the platform. I assume it is the former.

Any particular matrix that we are trying to improve like engagement or acquisition . I assume engagement.

Any particular channel, we assume web.

To enhance engagement we can focus on CPC , as it accounts for aprox. 50% of TripAdvisor revenue.

User Personas:

Travelers/ Users

Hotel Provider  / Partner

Major pain points impacting Cost per Click (CPC): 

Clicking one of prices/deals shown leads travelers to a partner and TripAdvisor receives commissions from the partner. 

Paint points for travelers: 

Needs to scroll up and down to go through all the listed properties. Not able to decide. 

Goes to Goolge search to know more about the listed property which could potentially make them book from competitors web sites.

pain point for partners

How to rank at the top

How to better influence the travelers to click on the deal and land on the partners web site, eg makemytrip

How to get better ranking

Solutions to improve user engagement and enhance CPC:

 For the MVP we can go for the 1st two improvements.

We can further validate our hypothesis by AB testing the features.