4Hoteliers
SEARCH
SHARE THIS PAGE
NEWSLETTERS
CONTACT US
SUBMIT CONTENT
ADVERTISING
TripAdvisor 's New Core Experience Chief Wants to Bring Empathy and Human-Centredness
By Yeoh Siew Hoon
Monday, 8th July 2019
 

Coming from a non-travel background, Lindsay Nelson is keen to bring in fresh thinking and ideas to her role as president, Core Experience, TripAdvisor, a responsibility she describes as 'bringing consumer empathy to TripAdvisor'.

Lindsay Nelson (right) is “bringing consumer empathy to TripAdvisor”.

“We are a content company, an information platform. It is easy to get confused about what is your consumer value proposition and business model – there is sometimes a tension between the two."

“If you have content, drive loyal and direct traffic and brand preference, you have a strong foundation for an advertising business, then your business model and value proposition are actually complementary.

“The key question we are asking now is, what is the traveller relationship with TripAdvisor?”

To answer that, it is currently in deep research to find out what “customers love about us, what they need from us and what only we can provide them”, said Nelson, who was visiting Singapore as part of a trip to Asia.

“We are doing a meaningful assessment of the brand and tapping into consumer empathy,” said the marketing executive who was recognised by Forbes on its 2018 CMO Next List.

These findings will form the foundation of her mission to build brand preference and brand love for the company she joined last October from Vox Media where she served for about four years.

Going back to its roots to find the secret sauce

“In a way, we are going back to the beginning – the original story, 20 years ago, when Steve Kaufer had the insight to create a place where people, spending their hard earned dollars on vacations, can get a sense of what they are going to get. It was very empathetic to the needs of travellers.”

Read the full story here

Online Marketing & Brand Awareness Opportunities ~ 4Hoteliers.com ...[Click for More]
 Latest News  (Click title to read article)




 Latest Articles  (Click title to read)




 Most Read Articles  (Click title to read)




~ Important Notice ~
Articles appearing on 4Hoteliers contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.
© Copyright 4Hoteliers 2001-2021 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here
Use of this web site is subject to our
terms & conditions of service and privacy policy