Tripadvisor admits SEO is slipping, stakes future on AI-driven search

As travelers move from google clicks to generative answers, the company argues the winners will be brands that feed the machines — not chase the rankings

Tripadvisor CEO Matt Goldberg says SEO may be losing influence in the age of AI-driven search, but it isn’t dead. Speaking at Goldman Sachs’ Communacopia + Technology Conference, Goldberg argued that trusted brands with authentic content—like Tripadvisor—remain well positioned, even as AI transforms how travelers discover and book trips. Tripadvisor is now focused on combining its SEO strengths with AI partnerships and user-generated content to stay ahead in a rapidly shifting search landscape.

Key takeaways

• SEO still matters: Goldberg said the fundamentals of SEO—being crawlable, trusted, and cited—are the same skills that matter for AI-driven search.
• AI is reshaping discovery: Tripadvisor acknowledges the “earth-shifting power” of AI as it changes how travelers find inspiration, information, and bookings.
• Brand strength as insulation: Tripadvisor’s trusted reputation and real traveler reviews help it maintain visibility in a world of zero-click and generative search.
• Partnership-driven strategy: The company has signed five AI-related deals in six months, working with OpenAI, Perplexity, and others to adapt to multimodal and agentic AI search.
• User-generated content is key: Tripadvisor is doubling down on authentic traveler reviews, viewing them as a durable asset that AI systems and travelers alike value.
• Early returns are strong: AI-powered trip planning tools show higher engagement and revenue, while generative search traffic, though small, is growing exponentially and converting better.

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