It has taken 15 years to build up its UGC reviews – not only hotels, but restaurants, attractions, bars, tours and all other aspects of travel. Some 280m people now use the site to research travel. As Google owns travel search, now TripAdvisor harnesses UGC, social media and mobile digital to position itself and command the middle ground of travel information. In an interview with industry news site Skift last summer, CEO Steve Kaufer spelt out his views: “We have travellers coming to TripAdvisor doing things other than just hotels and restaurants and certainly attractions of tours, or guides, or other travel related things are on the site. “We got starting in hotels, and then flights, and then vacation rentals, and then restaurants, and it’s safe to say, that we will be going beyond where we are now,” he added. Get the full story at WTM London