Tripadvisor and Viator Emphasize Trust in AI Travel Era

Tripadvisor Group CEO Matt Goldberg and Viator president Pepijn Rijvers underscored the growing importance of trust in travel as artificial intelligence transforms how consumers plan and book experiences. Speaking at the 2025 Phocuswright Europe conference, the two executives addressed how emerging technologies are reshaping loyalty, consumer expectations and the role of trusted brands.

Goldberg highlighted that in an AI-driven world, trust becomes more valuable than ever, especially in travel, where decisions involve considerable planning and risk. He emphasized that travelers must feel confident in the accuracy and origin of the information they receive. This is especially true for younger generations, who are more likely to align with brands based on perceived trustworthiness rather than traditional loyalty programs.

Rijvers, who joined Viator in March following his tenure at Booking.com, agreed that modern loyalty stems from the ability to create genuine value for travelers. He explained that the focus should be on reducing friction throughout the travel journey. When companies simplify the process of exploring the world, they earn repeat business, establish trust and ultimately drive profitable, long-term customer relationships. This cycle of value creation, he said, leads to better unit economics and the ability to reinvest in customer experiences.

The conversation also touched on Tripadvisor’s membership strategy. Goldberg mentioned upcoming improvements to its free membership program set to launch in July. While he didn’t share exact details, he hinted at new ways to drive engagement and retention by offering tangible benefits to members. He described Tripadvisor’s potential as an “earn and burn” platform, where users could access rewards across categories using a centralized travel wallet. These developments aim to deepen engagement by making the membership more than just a loyalty scheme—more a reason to return regularly and engage more deeply with the brand.

Looking ahead, both leaders acknowledged the role artificial intelligence will play in shaping the future of the travel sector. From personalized recommendations to fraud detection, they said AI can streamline operations and deliver tailored experiences to travelers. Goldberg noted partnerships with AI leaders like Perplexity and OpenAI as strategic steps in making Tripadvisor more relevant in the digital-first era. Rijvers added that using AI effectively helps Viator ensure better conversions, combat misinformation and deliver more intuitive user journeys.

The discussion concluded with a shared vision of the travel future—one where trusted platforms, supported by AI and a frictionless customer experience, become central to how travelers explore the world. By combining reliability, personalization and digital innovation, Tripadvisor and Viator aim to remain at the forefront of an industry undergoing rapid transformation.

Tags: phocuswire, SyndicEx250629B

Tripadvisor and Viator Emphasize Trust in AI Travel Era

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