Tripadvisor is taking its first-party traveler data in a new direction. This week, the online travel company announced the formation of Wanderlab, an in-house studio that performs creative and media duties for brands both inside and outside the travel category.
“Brands are looking to get ahead on trends and we’re able to provide intel from a global travel landscape,” said Christine Maguire, VP and general manager of Tripadvisor Global Media Business, noting that Tripadvisor’s large global audience provides insight that allows the company to engage in predictive modeling for brands. Pre-pandemic, Tripadvisor reported roughly half a billion monthly unique users, according to a spokesman, who noted that though the company no longer reports such data, it still has hundreds of millions of monthly visitors.