Maggie Rauch, senior director of research at Phocuswright, said TripAdvisor's planned overhaul is "ambitious," and she cautioned that it's a space a number of startups entered several years ago, creating a social media site for travelers. In those early attempts, she said, they faced issues with "stickiness and monetization." TripAdvisor, she said, does have an advantage in that it has a large existing community. "Still, do travelers want another social destination for sharing trip photos and video?" Rauch asked. "If not, will the publisher content that TripAdvisor brings in fill that gap?" Get the full story at Travel Weekly Read also "TripAdvisor aims to become social media service for travel"