TripAdvisor, the hotel and destination review website, is set to be on the receiving end of a major overhaul and could be relaunched as soon as the first quarter of 2007.

Users of the Expedia-owned site, which has now clocked up five million user-generated and professional reviews and regularly attracts 20 million visitors a month, will see a “significant” re-design in early-2007, chief executive and president Steve Kaufer told Travolution.

Kaufer, who said he likened TripAdvisor to a library as more content and reviews have been created by users, admitted: “There is more and more stuff on there now, but it is time to have a look at it.”

The revamping will go some way to addressing what some senior industry figures, all of whom are strong supporters of the TripAdvisor model, have claimed has been a gradual “cluttering” of the site in recent years as more functionality and tools have been added.

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